Tricks to Localize Your Google Ads
Here are three ways any business can localize its Google Ads.
Incorporate locations dynamically into your Google Search Ads
Certainly, tailoring your advertising content for specific cities, towns, or states is an effective way to show your engagement with local markets through Google Search. Nonetheless, crafting individual Google Ads for each location manually is not only labor-intensive but also complicates campaign management for a Google Agency.
Rather than adjusting ads manually for each locale, you can simplify the process by implementing dynamic location insertion in your Responsive Search Ads. This method works in a similar fashion to Google’s Dynamic Keyword Insertion but instead customizes ads automatically based on the viewer’s location.
To activate Dynamic Location Insertion in your RSAs, begin by drafting a new headline or description. You can incorporate the location anywhere within these elements, mindful of the character limits. To insert the location dynamically as you type, open the insertion menu by typing « {« , and select « location insertion » from the options.
Specify the level of local detail you want to feature in your ads, such as city, state, or country within Germany, to ensure the ad resonates locally. For example, an ad may convey a different local connection to a searcher from Berlin depending on how the location is formatted. Internationally, you may choose to display either the city or country, noting that regional divisions like Länder are not yet supported.
Also, it’s advisable to set up a « default text » for your dynamic location insertion. This fallback text will display when Google is unable to incorporate the exact location name due to character limitations or difficulties in pinpointing the location.
For instance, your Google Ads headline might initially read “Proudly Serving {LOCATION(City): Your City},” which Google will automatically adjust to “proudly serving Berlin” when searches originate there. However, for searches from areas with lengthy names like Friedrichshain-Kreuzberg, the ad will revert to using “proudly serving your city.”
Create location assets
A vital initial task for local businesses is to secure, update, and actively manage their Google Business Profile (GBP). This step not only aids customers in finding your business but also substantially strengthens your local search engine optimization (SEO), giving you a competitive edge on the Search Engine Results Pages (SERP). Your GBP can further enhance your Pay-Per-Click (PPC) advertising effectiveness. By linking your Google Business Profile to your advertising campaigns, you can employ location assets (previously known as location extensions).
Location assets enable your advertisements to showcase your business’s physical address and updated hours to local searchers prominently. For mobile users, these ads provide a direct means to call your local office from the SERP. Clicking on your business address will open your full Google Business Profile, allowing searchers to access directions or start navigation to your location via Google Maps.
Additionally, incorporating location assets into your advertising strategy may lead to your Google Business Profile appearing as a highlighted sponsored listing within the local map pack, complete with extra text to differentiate your business from others.
Google has also been rolling out new enhancements to these location assets, including automatically displaying your GBP’s cover photo next to your text ads, enhancing visibility and engagement.
Take advantage of other local ad assets
Beyond the commonly used location assets, several additional assets can infuse your PPC ads with a local essence. Take structured snippets, for instance, which can enhance your advertisements by listing neighborhoods your business caters to.
To deploy neighborhood structured snippets, initiate a new structured snippet asset and opt for the “neighborhood” header. Then, specify at least three local areas you serve as “values.” Arrange these neighborhoods in the order of their importance since they will appear in this sequence, ensuring that your most critical areas are highlighted first. These snippets can be used concurrently with other structured snippets that spotlight your services, brands, or models.
Sitelinks prove invaluable in strengthening your local advertising. If your business operates across different localities, each with a unique landing page, these can be effectively transformed into prominent sitelinks. These links not only emphasize your local presence but also direct searchers to the most relevant webpage, enhancing their browsing experience.
Also, don’t forget the compact yet versatile callout assets. With up to 25 characters, these allow for quick highlights of your business’s unique attributes. Set your local business apart from national competitors with callouts like « locally owned, » « serving Berlin since 1990, » or « community experts. » These phrases bring a distinct local flavor to your advertisements, resonating with the local Berlin community and beyond.