Today’s article on Adwords Location Extensions, I often notice most people skip this very important option when it comes to setting up their ad campaign.
The huge mistake of not taking advantage of Google Ads location extensions is you are missing a lot of opportunities in customizing your campaigns for locations, especially when you are a local business.
Watch the video version of this article below:
The importance of Google Ads location extensions
So, let’s dive into the importance of Google Ads (formerly known as Adwords) location extension.
We have shifted towards a search for local businesses from a desktop in the old day to searching from a mobile device today. We are spending more time on mobile, we’re often searching for things we need while on the run. That said, our local searches on mobile devices are the trend these days.
Another reason for this dramatic increase in mobile searches is that it’s convenient. If you are outside, it’s easy to reach into your pocket, grab your device, and find a local business. With one click you can call or navigate to that business.
Mobile and local search go hand in hand. Google knows this and so it’s developed tools for us advertisers to target local users through Google Ads location extensions and affiliate extensions.
Examples of location extensions
Here’s an example: Joe’s bike shop wants to bring in local traffic searching for bikes or bike accessories.
So Joe sets up his Adwords location extensions in his Google Ads. When people who are interested in bikes are in the area and they search on a mobile device for bikes, Joe’s extension is eligible to show and will show his:
- Street address
- The distance from the searcher’s location to Joe’s bike shop
- A click-to-call button
- A link to a details page
Google search network
Here’s how the Google Ads location extension will appear on text ads on the search network.
They can appear as a standard text ad with your location and phone number.
On a mobile device search, a clickable “Call” button may show in place upon the ad instead of your phone number.
Google maps
Your Adwords location extensions can show beside, above, or below search results on Google maps, including the maps app.
Google display network extensions
Your location extensions may show on sites and apps on the display network when people are near or have searched for your product or service in your area.
Google ads location extensions can run in the Google display network (GDN) and bring potential customers right to your door.
Here’s a GDN location extension example:
Carrot Bakery wants to target the audience segment “Foodies” encouraging people who are searching online to come into the store and buy some of their fresh-baked bread products. So Carrot Bakery’s ad manager sets up a Google ads location extension on display ads.
Then when people see Carrot Bakery’s ads, they can check out the business photos, open hours, and store locations on the map then click on “Directions” to navigate to the store.
YouTube video ads
Adwords location extensions show up on YouTube trueview, in-stream, and bumper ads when people are near, or if they show interest for baked goods in your local area.
Affiliate location extensions
Finally, for manufacturers or distributors of goods through retailers, Google Ads location targeting options have an affiliate location feature.
An affiliate extension helps you, direct people, to local retailers that carry your products in their stores.
Location extensions Google Ads setup
To start, go to the location extensions Google Ads new campaign setup
In the account tree, select the campaign or ad group where you want to add the extension.
In the type list, select ad extensions and then location extensions.
Above the data view, click add location extension.
To add campaign location extensions, select one of the options in the drop-down menu:
- Show ads with all locations
- Show ads with locations matching filter
- Show ads with selected locations
To add ad group location extensions, select one of the options in the drop-down menu:
- Show ads with all locations
- Show ads with locations matching filter
- Show ads with selected locations
Select the campaigns or ad groups where the new locations should be added.
Click ok.
Final thoughts
With 46% of Google searches are for local products and services, location extensions in Adwords help you attract more customers to your location. Also, adding locations to your campaigns has found out to increase CTR by 10%.
Once location extensions are enabled, you can benefit from utilizing location options to automatically insert the city, phone number, or zip code of your local business into your ad title, text, and display URL.
