August 20, 2019
Leveraging CRM Data to Dictate SEM Investment
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.
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.
1) First, decide what you want to put in the ad copy for the locations you are targeting.
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.
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.
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.
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.