New Location Features, ZIP Code Targeting Added to Google AdWords!

Apr 9, 2012 | 1,572 views | by Navneet Kaushal
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Google has added new features to AdWords to help businesses create ads that are more relevant to local customers. Google has introduced the advanced feature to target more than 30,000 ZIP codes – so that advertisers can now find customers easily.

As Google says, "You will be able to add up to 1,000 postal codes at a time to your search ad campaigns with AdWords Location Targeting. Plus, you can get feedback on the performance of your local campaigns by viewing campaign performance statistics at the postal code level."

AdWords Zip 1 New Location Features, ZIP Code Targeting Added to Google AdWords!

The second new feature is Location Insertion. This one allows advertisers with multiple locations to create one ad and the information will be automatically added based on the user’s query or location. As Google said, “To help you easily create a custom ad title, text, display URL, and/or destination URL for all of your locations at scale, we’ve developed location insertion for location extensions. You’ll no longer need to create multiple ads for multiple locations–this new feature automatically inserts the city, phone number, or zip code of your local business into your ad text.”

This means that if your ad text says: “Find a {lb.city:Local} Store or Shop Online,” a user seeing the ad in New York will see: “Find a New York Store or Shop Online.” So now you don’t have to build out ad text featuring local information for all your locations.

AdWords Zip 2 New Location Features, ZIP Code Targeting Added to Google AdWords!

The wording surrounding advance location targeting has also been changed by Google. These new enhancements have been designed to make location targeting options clearer and more powerful. So, this means that you can now show ads to people in a physical location, without exception. As Google says, “Previously, if you had selected “Target using physical location,” your ad would show to people in your targeted location as long as they were not searching for something related to a different location. Now, when you select “People in my targeted location,” your ad shows to people in your targeted location, without exception.”

So, a person in Seattle was searching for “Flights to Los Angeles,” ads targeted to Seattle would not appear, as the query location is Los Angeles. As an advertiser, you simply have to select “People in my targeted location,” and the ads will show up in that location.

Also, the Google Display Network will now see the content on the page (if tied to a certain location) and will target ads accordingly. These changes have been welcomed by the travel vertical advertisers.

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Navneet Kaushal

Navneet Kaushal is the founder and CEO of PageTraffic, an SEO Agency in India with offices in Chicago, Mumbai and London. A leading search strategist, Navneet helps clients maintain an edge in search engines and the online media. Navneet's expertise has established PageTraffic as one of the most awarded and successful search marketing agencies.
4.thumbnail New Location Features, ZIP Code Targeting Added to Google AdWords!
4.thumbnail New Location Features, ZIP Code Targeting Added to Google AdWords!