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Now Target Local Ad Campaigns Using Zip code in AdWords; Adds Four Enhancements to Location Targeting

Google AdWords introducing three new features to help you create ad campaigns that are more relevant to local customers. The new features include:

Target customers by zip code
Google adding a new ability to target more than 30,000 US ZIP Codes with AdWords campaigns. “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,” informs Richard Holden, Product Management Director.

AdWords Location targeting by zip code in the U.S.

More locally relevant ads in less time
Google developed location insertion for location extensions, to help easily create a custom ad title, text, display URL, and/or destination URL for all of locations at scale. This new feature cuts out all the work to building out ad text featuring local information for all your locations.

“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. For example, if your ad text says: “Find a {lb.city:Local} Store or Shop Online,” a user viewing your ad in Chicago would see: “Find a Chicago Store or Shop Online.”,” explains Holden.

location insertion for adwords location targeting

Ad with location insertion in the text and display URL
You must have location extensions set up and running in order to enable location insertion. Location insertion will work even if your location extensions don’t show because of other extensions. “We detect location based on where your customer is physically located or by the geographic locations she may have shown interest in,” Holden said.

Better clarity and control
Google is implementing four additional enhancements that will make location targeting options clearer and more powerful. Here’s an overview of what’s changing:

Location targeting is now easier to understand
First, Google reworded the options to help make them clearer — now called as Location options (Advanced) (previously called Advanced location options)

Show ads to people in a physical location, without exception
“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,” posted Smita Hashim, Group Product Manager Local Ads.

Greater control over location targeting on the Google Display Network
“Now, both the location extracted from the content of the page and the likely physical location can be used, making advanced location targeting applicable for the GDN,” Hashim said. The default setting is to show to people “in” or “viewing pages about” your targeted location, but you can edit this option at any time.

Note: “that all campaigns targeting the GDN will automatically be opted into the default option, which’s to reach people in, searching for, or viewing pages about your targeted location. If you wish to exclude campaign traffic from people viewing pages about your location, you can choose “People in my targeted location” in advanced location options,” added Hashim.

“There’re several situations in which we will not use location to target an ad. For example, a user reading about news in Hawaii may not be interested in “Hawaii tours”. For this reason, we currently only consider the location signal on a limited set of pages when we believe it may be useful. You can gain insight into the sites on which your ads are showing on the placement report, and into the locations on the geographic report,” Hashim explains.

More easily avoid getting impressions for excluded areas
Hashim notes, Google also has changed the advanced location exclusion methods. “We’ve re-worded the exclusion options (previously Exclusion method — now called ‘Exclude’), and also made the more restrictive option, ‘People in, searching for, or viewing pages about my excluded location,’ the default. ‘This way you avoid getting impressions for excluded areas regardless of whether your customers are located or interested in those areas’,” Hashim said.

This change will only impact newly created campaigns and will not affect existing campaigns.

To find out more about advanced location targeting or to change your settings, visit this help center article. Or, if you use AdWords Editor, details on how these changes will impact you can be found in the AdWords Editor help center.

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