Have you ever wondered what it would be like if you could personalize your ad copy to fit the location of each search, without separate campaigns for each city or state? Turns out, there is an underused Google Ads feature housed in the business data section that allows you to do just that. The feature is called Geo Ad Customizers, and it allows you to create ad copy personalized for the region where your ads are showing, which can boost CTR and ad engagement.

If you provide a localized service, geographic ad customizers can help you speak directly to your searchers. Image via Pixabay.

What are Geo Ad Customizers?

Geo ad customizers allow you to leverage geographic data by dynamically changing ad copy based on the searcher’s location. For example, if you have a free shipping offer for your products, and someone in New Orleans is searching for that product, your ad copy will dynamically update to read “Free Shipping to New Orleans.”

“Wow! That sounds super cool! How do you do that?” – you (probably)

Geo ad customizers are easy to set up and easy to maintain. You just need to upload a feed to the business data in the Shared Library and create your ads by following the instructions below.

Setup – Location Feed

1) First, decide what you want to put in the ad copy for the locations you are targeting.

  • One great use for these customizers is if you offer free shipping all the time (or a free shipping offer with set price limits). You can set your ad copy to say “Free Shipping to [searcher’s city],” making clear that the shipping offer applies to the searcher’s location.
  • Another great use is if you offer a service in just a specific set of cities. In this case, you could update your ad copy to read “Book Now for Next Day Service in [searcher’s city],” or “Order Now for One-Hour Delivery in [searcher’s city]” showing that you are available when and where the searcher needs you.

2) Next, get a list of the cities you plan to target with this ad copy.

3) In an Excel sheet, put your customized ad copy in a column before or after the “Target Location” column.

  • In the screenshot below, I’ve titled this column “Shipping (text).” You must put “(text)” after whatever you name the column. I also suggest choosing a one-word name for this column to make ad customization easier. This is your business data feed for upload to Google Ads.
  • You can also include multiple columns here if you want the ad copy to change between ad groups.
    Example list of locations and the modified language for each city.

4) Once complete, go to the Shared Library and then to Business Data.

5) Click the +Data dropdown and select Ad customizer data. 

6) Name the feed something simple like “Geo” or, if you’re targeting a specific state, “Colorado” (or whatever other state you’ve created the feed for).

7) Upload and preview to make sure there are no errors.

Setup – Ads

Once you’ve set up your feed, you’ll need to create the ads to change dynamically based on your feed attributes.

1) Write your ads as normal, but reserve part of it for the dynamic line. I like to add the dynamic text in headline 2 or headline 3 to make it as visible to the searcher as possible, but any part of the ad text will work.Write your ads as normal, but reserve part of it for the dynamic line. I like to add the dynamic text in headline 2 to make it as visible to the searcher as possible, but any part of the ad text will work.

2) To reference your location feed, use the following format.

  • {=Geo.Shipping}
  • In the screenshot below, “city list” refers to the name of the feed (not the file name)and “Shipping” calls out the column with the copy you plan to insert into your ads.

Once uploaded and approved, you can test and troubleshoot your ads with the ads preview tool if you are targeting your own location.

That’s it! You’re good to go here and can start monitoring performance.

Keep in mind that Google is not going to know where every searcher is located, but you will most likely still want to show ads for searches from unclear locations. For this reason, you should also include an ad that does not use the dynamic location feature in each ad group. This ad will show when Google is unable to identify the user’s location.

Geo ad customizers allow you to speak directly to consumers and call out your special offerings in their specific locations. Using them can be an easy way to boost searcher engagement and drive more sales. For more tips on PPC strategy, read our blog or contact our team.