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.
Google AdWords has announced that it is implementing new enhancements to its location targeting capabilities to make location targeting clearer and more powerful.
The first update re-words the targeting options to make them easier to understand for advertisers. In the past, this was the option for advanced location targeting:
If you were targeting using the first option “Target using either physical location or search intent” your Pay-Per-Click (PPC) ad would show to people in your targeted location as long as they were not searching for something related to a different location.
Below is the new option that Google AdWords recently released:
The second addition applies location targeting to ads on the Google Display Network (GDN). Previously, the only location targeting was the physical location of the searcher. Now both the location of the user and the content of the page will dictate location targeting on the GDN. The default option for the GDN is to show to “People in or viewing pages about your targeted location”.
Google also changed the advanced location exclusion features to make a more restrictive default option for “People in, searching for, or viewing pages about my excluded location”. This new option helps advertisers avoid getting impressions for excluded areas, regardless of whether your customers are located or interested in those locations. Here are the new advanced location exclusion options:
Good news for Search Engine Marketers: Microsoft adCenter has made improvements throughout its platform to improve advertiser efficiency. Some of the new adCenter features are:
– Location targeting to mirror that of Google AdWords.
The “market” distribution channel will no longer be available as a targeting option and it will be replaced by “language” and “target location” as individual targeting options. Advertisers will now be able to target users physically located in their target area or who include location keywords within their search query. Location options will include all countries that speak the languages selected, groups of certain countries, a single country, a single state or a territory or a single city.
Microsoft says that roll-out of the new location targeting is in progress in the U.S., U.K. and France and it will be available to all users in a few months.
– Ad description lengths increased to 71 characters.
Previously the maximum character length of text ad descriptions was 70. Earlier this month, Microsoft increased the character limit to make it easier for advertisers to import ads from AdWords to adCenter in order to account for the extra punctuation.
– Mobile device targeting now available.
Advertisers are now able to choose which devices they would like to target for their ads and can create separate campaigns to target desktops and laptops versus mobile devices, allowing advertisers to further optimize their campaigns.
– Browser compatibility with Safari and Chrome and mobile devices.
adCenter released browser compatibility with Safari and Chrome as well as new mobile device support for iPad and other devices. The new release increases the ease of access of the advertising platform from a wider variety of browsers and devices.
All of these new modifications to its advertising platform show that Microsoft is listening to its users and taking the necessary steps to improve its usability.