Google AdWords recently announced that they added enhancements to their location targeting capabilities to make location targeting clearer and more powerful. Now, they are introducing location insertion for location extensions.
With Location Insertion, advertisers will no longer need to create multiple ads for multiple locations. Location insertion for location extensions automatically inserts the city, phone number or zip code of your location that matches the searcher’s geographic location into your text PPC ad.
To implement location insertion in your ads, you must have location extensions enabled in your campaign. To enable location extensions, go to the “Extensions” tab within AdWords. Under “View” select “Location Extensions.” You have the option to select a location from a Google Places account or manually enter an address.
Once location extensions are enabled, you will add a parameter to your ad text. When appropriate, Google will replace the parameter in your ad with the information that matches the location extension. Google detects location based on either where the searcher is physically located or geographic locations that they have been interested in.
You can use the parameters to dynamically replace the city name, postal code and phone number within your ad and can be inserted into your ad title, text, display and destination URLs.
Below is Google’s example ad that has been implemented with location insertion.
Location Extensions is a new local Microsoft Advertising adCenter offering that allows advertisers to display the business address and phone number in their text ad. When a user sees an ad with Location Extensions they can see additional details about your business in the ad results and this encourages users to click on your ad or even go to your brick and mortar location. Ads with Location Extensions are more likely to be clicked on in comparison to ads without, thus likely to increase your click-through rate (CTR).
Location Extensions are free and easy to set up in adCenter and will be seen on Bing.com and Yahoo.com — Bing/Yahoo syndicated search partner sites are not included as of yet. The ads with Location Extensions will show within a 50 mile radius of the Business Location. One thing to keep in mind is the way Bing and Yahoo deliver their ads — Bing uses IP addresses only, whereas Yahoo will read a geo-modifier.
The new Location Extensions are similar to Google AdWords Location Extensions, except Microsoft does not require the business listing to be drawn from the Bing Business Portal — Google requires that the location data be drawn from Google Places.
To set up Location Extensions, in the Campaigns View of adCenter, select “Manage your business locations”:
Enter your full business address and phone number under “Create business location”:
Return to Campaigns View and select “Edit your campaign settings” in the Campaign you would like to add Location Extensions to. Under “Advanced Settings/Ad Extensions” select the Location Extensions check box and Save: