This is a guest post from Jonathan Levey, Digital Marketing Manager at OneSky.
Google AdWords location ad customizers represent a pay-per-click (PPC) way to target a specific audience in a specific location. With location ad customizers, you can change details in your PPC ads dynamically, whether it’s color details, price, size, dimensions, countdowns, sales events, or seasonal sales. If, for instance, you’re managing a large number of ad campaigns, the ad customizers let you make quick changes to a central spreadsheet.
After making these quick changes, you can upload the spreadsheet changes to Google AdWords and watch as all the updates are incorporated across your various campaigns. This makes the customizers completely automated, since after updating your central spreadsheet, the other updates are instantly propagated. (Yay, no time-consuming changes by hand!)
Precision is a great marketing strategy. Location ad customizers allow you to target your audience in a minute, specific location.
There are many ways you can make use of AdWords location ad customizers to achieve superior results. If a user meets the criteria you’ve specified on your array of ad campaigns, your ad text can be updated accordingly. Based on location, here’s how you can use AdWords location ad customizers to do this and more.
AdWords location ad customizers include shipping times; so, if your ad shows that your shipping time is less than your competitors’, then you’ll gain more customers. With location ad customizers, you can include the places you deliver your products to in your ad text. This can be very enticing to potential customers who reside in the locations that you specify in your ad campaigns.
These kinds of ad campaigns enable you to have a targeted conversation with your prospective customers, since they’re drawn in by the fact that you have the exact shipping time for their specific location. This aspect of your ad will appeal to audiences who end up purchasing your products due to the confidence that they’ll be delivered on time.
Mention the User’s Location in the Ad Text Campaign
Users often include their desired locations when they search for products and services. So, if you include the users’ locations dynamically in your ad text, they’re more likely to click your ad. Not only does the dynamic inclusion of location into your ad text campaign save you a lot of time – with good content in your ad text, your conversion rate is set to increase exponentially.
The time you save by auto-including location would’ve otherwise been used to create distinct campaigns geo-targeted to each of the areas where you deliver your products. In addition to time savings, location ad customizers maintain all of the key information of your ad campaign, despite generating different text for the specified, unique locations.
Address, Duration, and Offers
Suppose you’re wildly successful with your location extensions. In this case, you can increase the effectiveness of your ad even more, by including address and working hours of the location that’s nearest to your user in your ad text. And, to appeal to more potential customers and beat your competition, you can add offers and discounts that are specific to those nearby locations.
The ad customizers allow you to update your closing and opening times or offers depending on the day of the week. This kind of ad campaign guarantees an increase in the number of people who’ll show intent to purchase your products and services.
Include the Cost of Service for a User’s City
Finally, location ad customizers can also include different pricing for different regions. Price is an important factor whenever sale of items and services is involved – every buyer considers the price of your product. Make sure that you include the most competitive prices for your products in your ad campaign. Delivery of top quality products at affordable prices will enable your Google AdWords marketing campaign to be the most successful.
You can include dynamic pricing in your text ads. These prices should match your users’ spending capacities to make sure that you have a large return on investment and a reliable conversion rate to drive your sales exponentially. Inclusion of prices in your location ad customizers will increase the percentage of pre-qualification of your clicks.
Follow these fundamental methods when you use AdWords location ad customizers, and watch your PPC marketing campaign benefit as a result.