What Is In A Zipcode? Everything! Google’s AdWords Targeting Can Spin Ads

Google has announced new fea­tures in AdWords that aim to help adver­tis­ers cre­ate ads that are more rel­e­vant to local cus­tomers and help more local busi­ness­es get peo­ple to take action on local offers. This is a key area for adver­tis­ers, con­sid­er­ing more than 20 per­cent of all search­es on Google are relat­ed to a loca­tion.

ZIP Code Targeting


Google will allow you to tag spe­cif­ic ZIP codes with­in the U.S. with AdWords Loca­tion Tar­get­ing. Adver­tis­ers can tar­get up to 1,000 ZIP codes with­in the U.S. at a time.

Eighty-eight per­cent of smart­phone users who search for local infor­ma­tion take action with­in one day, accord­ing to Google. Google feels that this will help with cus­tomers using direct mail, out­door ads, and news­pa­pers to be able to tar­get the exact ZIP code areas that you would like to tar­get.

You can drill into the data and mea­sure the per­for­mance for your local cam­paigns by view­ing the per­for­mance sta­tis­tics at the ZIP code lev­el.

Location Insertion for Location Extensions

To help eas­i­ly cre­ate a cus­tom ad title, text, dis­play URL, and/or des­ti­na­tion URL for all of your loca­tions at scale, Google came out with loca­tion inser­tion for local exten­sions. You no longer have to cre­ate mul­ti­ple ads for mul­ti­ple loca­tions. The new fea­ture will auto­mat­i­cal­ly insert the city, num­ber, or ZIP code of your local busi­ness into the ad.


For exam­ple, if your ad text says: “Find a {lb.city:Local} Store or Shop Online,” a user view­ing your ad in Chica­go would see: “Find a Chica­go Store or Shop Online.” This new fea­ture cuts out all the work to build­ing out ad text fea­tur­ing local infor­ma­tion for all your loca­tions.

Google requires you to have loca­tion exten­sions set up and run­ning in order to enable this fea­ture. These new loca­tions will be detect­ed based on the phys­i­cal loca­tion or geo­graph­i­cal loca­tions of inter­est to those view­ing your ad.

4 Advanced Location Targeting Changes

Google has also announced four enhance­ments to advanced loca­tion tar­get­ing, which launched in March 2011.

  1. Reword­ing: Lan­guage of options has been changed to make them eas­i­er to under­stand.
  2. Show ads to peo­ple in a phys­i­cal loca­tion with­out excep­tion: Now you can select “Peo­ple in my tar­get­ed loca­tion.” Pre­vi­ous­ly when you select­ed “Tar­get using phys­i­cal loca­tion”, ads would show to peo­ple in your tar­get­ed loca­tion unless they were search­ing for some­thing relat­ed to a dif­fer­ence loca­tion.
  3. New Dis­play Net­work loca­tion tar­get­ing sig­nals: The phys­i­cal loca­tion of the per­son and the loca­tion extract­ed from the con­tent of the page are now being used as ad tar­get­ing sig­nals. Note: the default is to show to peo­ple “in” or “view­ing pages about” your tar­get­ed loca­tion.
  4. Avoid get­ting impres­sions using exclu­sion options: To help adver­tis­ers avoid get­ting impres­sions for exclud­ed loca­tions, “Peo­ple in, search­ing for, or view­ing pages about my exclud­ed loca­tion,” is now the default set­ting, replac­ing “Exclude by phys­i­cal loca­tion only.”

Do you like all these fea­tures? If you’ve been using these fea­tures for a while, leave a com­ment and tell us how they’re work­ing out and if the advanced tar­get­ing options are help­ing you out!





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