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How localisation can Increase leads by 88% through Google Ads

Local advertising has been around for decades and Google is the perfect place to be for commercial intent search queries. People turn to Google today for all their needs. Did you know that 64.6% of clicks for commercial intent keyword searches come from Google Ads? This article will help local SMEs who target a three to five mile radius within their location or those with multiple branches targeting a 20-30 mile radius.

Google Ads are now dominating Search Engine Results Pages (SERP) and are becoming more native and taking up more real estate, there’s no longer a contrast between ads and organic results. On mobile you now have to scroll two to three times to get to the organic results. For local services, localised adverts can help increase traffic and leads through Google Ads.

You have a few options when scaling your coverage and we want to share with you a strategy that works very effectively and saves time by managing the smaller things and focusing on what matters.

Welcome to the world of Ad Customisers

Ad Customisers allows you to alter the ad copy based on the device, location and date and time, you can also insert prices and countdowns to when the offer ends.  You can dynamically insert a lot of data in Ad Customisers and it allows you to tailor the message to the user’s search criteria and scale. From the tests we ran, we saw huge improvements in KPI’s (Key Performance Indicators), more than 40% increase in CTR (Click Through Rate) and more than 90% increase in leads, with 11% decrease in CPC (Cost Per Click) and more than 38% increase in CVR (Conversion Rate). As a result, the more personalised the ad copy is to the user, the better the ad performs and increases leads.

For example, client A services a 50-mile radius within their location and wants to create more localised ads. To create individual adverts, that target cities and towns, is going to be time-consuming to manage. You could have hundreds of campaigns and ad groups and you’ll find 70% of your ads will never show due to low search volume and overlapping keywords competing in the same ad space. The way we’ll reach more people is through super targeting adverts. The only drawback to this approach is that you have to have a none Ad Customiser advert in each ad group running alongside your Ad Customiser – we’re hoping Google change this policy in the near future – we have found that our Ad Customiser on average shows 80% of the time over the standard adverts, which is a positive.

Also note that Ad Customisers don’t currently work with the new Responsive Search Ads (RSA) so if you’re running RSA then you will need to create an Extended Text Ad (ETA)       

Here is how you can do this, we’ve done all the hard work so you don’t have to. You will find the localised Ad Customiser here (this is just targeting the UK but you can do the same with your country). We will explain what the columns are and then how to install it and how to use it in the adverts.

  1. The first column is ‘Target Location’ the location should trigger if it matches the user’s physical location or area of interest. In the sheet, you can see we’ve got a list of all the cities in the UK and postcode in the ‘Target Location’ column
  2. Next to this column, we have a column called ‘Location’, this is what we want to be displayed when the ‘Target location’ is triggered. If the user is in B1 the Ad Customiser will display ‘Birmingham’ in the ad.   

There is so much we can do with Ad Customisers, you can take a look at Google’s Set Up for Ad Customisers and we can create different ad text for using ad scheduling. Here is the next step.

  1. In Google Ads you need to go to Tools > Business Data
  2. Click the + and select Ad Customiser Data
  3. Upload the data and name it what you would like – you need to remember this as you need to reference it in the advert 

The next section is to add this to the advert, you will need to add {=NAME.Location} this is what you’ve called the data when you upload it, let’s say we’ve called it ‘localiser’ in the business data section, when we uploaded it, it will read {=localiser.Location} ‘location’ is the column it’s referring to so let’s see this in an advert. 

Title: Plumbers {=localiser.Location} if we were based in Birmingham, we would put ‘Plumbers Birmingham’ in the advert and if we were still in Birmingham but searched ‘Plumbers Manchester’ the ad would change to ‘Plumbers Manchester’ as this is the area of interest. 

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