How To Use Location Insertion To Make Responsive Ads More Relevant and Dynamic

Google Ads recently introduced a new feature to their expanding advertisement platform, making responsive search ads (RSA’s) more dynamic and relevant to the people that matter, your customers.

The relevance of your advert to the customer is a major factor in Google's determination of what makes up a good advert. If Google determines that your ads are highly relevant to the customer, your campaigns will be rewarded with a good quality score which can reduce your overall cost per click (cpc). A more relevant ad is also more likely to be clicked on which could lead to a sale and increase your customer base.

Within this article we, will go over

  • A brief intro into what RSA’s are

  • An in-depth explanation of the new location insertion feature

  • A step by step guide on how to use the new insertion feature

  • Reviewing what problems you may encounter and how to fix them

What are Google’s Responsive Search Ads?

Before we dive into the new feature, let's quickly review what Responsive Search ads are. Responsive Text Ads debuted in 2018 and introduced a more dynamic way to create text ads on the Google ads platform.

They allow advertisers to put in as many as 15 headlines and 4 descriptions. Google then rotates these and starts to learn which combinations perform the best and will then show the highest performing combinations more often to your audience.

This adds an extra layer of customizability to advertisers that is not present in standard expanded test ads. If you want to find out more about Responsive Search Ads we have a great article that goes into more detail about the benefits. (insert article here)

What is Location Insertion for RSA's

Google has now added even more customizability to RSA's by adding in a new feature that allows you to tailor your RSA's based upon a customer's location, regular location or location of interest.

The feature works by adding in information about the city, state or country your customer is currently situated or interested in.

For example, based on your location, you could have a headline that reads 'Hotels in London' or one that reads 'Hotels in Manchester'.

If you own a local food delivery service that delivers to a large number of areas you could use this feature to let potential customers know that your service delivers to their area without having to manually insert locations into your ad headlines.

The main benefits this presents to businesses is time efficiency and tailored messaging. Uploading multiple locations into your advertisement headlines can be a laborious task and eats up precious time that could be used more effectively on other tasks.

The new location insertion feature is well placed to save google ad fans time as it will dynamically populate headlines based upon a users location and your targeting parameters.

The second benefit, tailored messaging, can elevate your adverts, make them more relevant to customers and increase key performance indicators such as click-through rate (CTR).

It also funnels more highly qualified leads to your website/landing page which can lead to higher conversion rates and a lower cost per acquisition (CPA)


So How Does it Work in Practice?

Let us use an example here, say you have a delivery service that operates over a large area of the UK. You would simply insert a headline like the one below.

Headline code: Pizza Delivery {LOCATION(city)}

Remember - make use of proper capitalization when placing the location code into the headline.

Google Ads will then try and replace this code based upon the users location and the location targeting you have set up for the campaign or ad groups.

Location insertions can be placed in headlines, descriptions or both.

Step-by-step on how to use insertion location in Google’s responsive search ads

Step 1: Jump onto Google ads and create a new RSA or edit an existing one.

To create a new RSA you will need an existing search campaign.

Navigate to your existing search campaign > ads > create new ad > choose RSA > select the ad group

Step 2: Once you are on your ad, in your headline or description insert a bracket “ { “ and start typing LOCATION after the bracket. A pop down message will then appear. Click on City, State or Country depending on your desired result

Note - Make sure you add in a default text as your location may not appear

The final text should look as such - Pizza Delivery {LOCATION(City):Your Area}

Is your Location Insertion Not Working? Let’s explore the reasons why

No need to panic. There are a couple of reasons why location insertion may not be working for you. Let us go through the different factors which may be affecting your location insertion.

  • Make sure you have at least three headlines that do not have location insertion.

  • Make sure there is enough character limit available for locations. You may have put too many characters in the headline for certain longer location names to be inserted.

  • Make sure the location targeting for your campaign is large enough to encompass the areas you wish location insertions to use.

  • Make sure the level set in your location insertions correlates with your campaign location targeting.

This is a great new tool introduced by Google that can help you customise your ads and make them highly relevant to your potential customers. Adverts that resonate with customers will always do better than generic non-specific ads. So, make use of this new feature and start smashing your KPI’s.

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