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The Complete Guide to Dynamic Location Insertion for AdWords Ads with Location Extensions

White Shark Media

12 years ago

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You may be familiarized with Dynamic Keyword Insertion as it may be a similar feature to Dynamic Location Insertion.

As with DKI, and as the name itself implies, the function will carry out a specific keyword replacement in order to end up with a more personalized ad. This occurs without the need of creating hundreds of ad variations and by simply setting up some parameters within the ads themselves.

Requirements to Setting Up Dynamic Location Insertion

First of all, you MUST have Location Extensions enabled within your ads. Then, you can insert any of the following location-specific parameters in your ad text (the parameters will work the same way as does regular DKI):

    • City: {lb.city:default}
    • Postal Code: {lb.postalCode:default}
    • Phone Number: {lb.telephone:default}

Something that you must be careful with is to make sure that the ad will make sense, whether the “default text” you use will get replaced, or not (this is exactly the same case as with regular DKI).

Here is an example of how the parameter is supposed to look:

search engine results page

The feature can be used to replace a phone number, city, or zip code. The feature will save you valuable time and extra work that was previously necessary but can now be automated. So, this definitely represents a good amount of help.

Also, and as you can see in the example, you can use both insertion features in the same ad, within the headline, 1st & 2nd description lines, and in the display URL.

As a tip, also make sure that the default text is short enough to keep your ad within the defined character limits.

How Exactly Does Dynamic Location Insertion Work?

Google identifies the searcher’s location using both search intent and more importantly, the IP address and then cross-references it against your business locations.

If and when one is matched, and all the parameters are set up correctly, then the nearest location is linked to the ad and displayed for the searcher (in effect, dynamically replaced).

It can work in two different ways. You can either link it up to a Google Places account, or you could manually enter the addresses.

Filtering an Existing Location Extension

Another very useful set that can be used in conjunction with this feature is limiting the addresses you utilize via your Google Places account since you have so many addresses at your disposal through this tool.  You can filter out locations with certain business names or categories so that only the filtered listings in your Google Places account will appear with your AdWords ads for that campaign.

Here is a direct link to Google’s Help Center that will guide you through setting up Location Extension filters

In conclusion, I would recommend the usage of the feature since it allows you to better tailor your ads to make them more attractive. Furthermore, it better entices potential customers into becoming future “regulars” for your business.

It also gives you the benefit of being able to achieve this and consume less of your valuable time. Therefore, if you are the owner of a local business with few stores and are not using the feature yet, wait no longer and start implementing it now!

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