Novedades Adwords: nuevas herramientas de orientación local.

INSIDE ADWORDS 5 de abril de 2012
Get Local with AdWords
Katie Wasilenko

Get orga­nized this spring with new loca­tion fea­tures in AdWords and share your sto­ries

Over the past 30 years, Cal­i­for­nia Clos­et Com­pa­ny has grown from the brain­child of a col­lege stu­dent orga­niz­ing his dorm room clos­et to a suc­cess­ful busi­ness with more than 77 fran­chise loca­tions. To reach cus­tomers across the U.S. and inter­na­tion­al­ly, the com­pa­ny cen­tered their dig­i­tal mar­ket­ing strat­e­gy on cre­at­ing local­ly rel­e­vant cam­paigns.

It’s no sur­prise that local cam­paigns are a focus for many businesses–from find­ing direc­tions to look­ing up a phone num­ber, more peo­ple are going online to find local infor­ma­tion. In fact, more than 20% of search­es on Google are relat­ed to loca­tion, and peo­ple often act quick­ly on local search­es. Research shows that using smart­phones, 88% of peo­ple who search for local infor­ma­tion take action with­in a day.

To help you orga­nize your local ad cam­paigns this spring, we’re intro­duc­ing three new fea­tures in AdWords to help you cre­ate ads that are more rel­e­vant to local cus­tomers.

Tar­get cus­tomers by zip code
If you cus­tomize your direct mail, out­door ads, or news­pa­per ads at a postal code level, you now can eas­i­ly do the same in AdWords in the US. We are intro­duc­ing the abil­i­ty to tar­get more than 30,000 US ZIP Codes with your AdWords cam­paigns.

You will be able to add up to 1,000 postal codes at a time to your search ad cam­paigns with AdWords Loca­tion Tar­get­ing. Plus, you can get feed­back on the per­for­mance of your local cam­paigns by view­ing cam­paign per­for­mance sta­tis­tics at the postal code level.

«Loca­tion tar­get­ing with­in AdWords helped us dou­ble lead vol­ume and cut the cost to acquire new cus­tomers in half,” said Lois Erbay, Direc­tor of Mar­ket­ing, Cal­i­for­nia Clos­et Com­pa­ny. “We plan on build­ing on that suc­cess by using ZIP Code tar­get­ing to cre­ate even more local­ly rel­e­vant cam­paigns for our customers.”

More local­ly rel­e­vant ads in less time
To help you eas­i­ly cre­ate a cus­tom ad title, text, dis­play URL, and/or des­ti­na­tion URL for all of your loca­tions at scale, we’ve devel­oped loca­tion inser­tion for loca­tion exten­sions. You’ll no longer need to cre­ate mul­ti­ple ads for mul­ti­ple locations–this new fea­ture auto­mat­i­cal­ly inserts the city, phone num­ber, or zip code of your local busi­ness into your ad text.

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.

Ad with loca­tion inser­tion in the text and dis­play URL

“We’ve had amaz­ing suc­cess man­u­al­ly cus­tomiz­ing our cre­ative with local infor­ma­tion for our top mar­kets, which shows us that cus­tomers want locally-relevant results when it comes to a ser­vice like storage,” said Chris Laczi, Adver­tis­ing Direc­tor, Uncle Bob’s Self Stor­age. “That’s why we’re very excit­ed about loca­tion inser­tion. It will sim­pli­fy the task of cre­at­ing local­ly cus­tomized ads for our 400+ loca­tions, and we expect it will great­ly enhance con­ver­sion rate of our ads.”

You must have loca­tion exten­sions set up and run­ning in order to enable loca­tion inser­tion. Loca­tion inser­tion will work even if your loca­tion exten­sions don’t show because of other exten­sions. We detect loca­tion based on where your cus­tomer is phys­i­cal­ly locat­ed or by the geo­graph­ic loca­tions she may have shown inter­est in.

Find out more about loca­tion inser­tion and loca­tion exten­sions.

Bet­ter clar­i­ty and con­trol
When we launched advanced loca­tion tar­get­ing in March 2011, we pro­vid­ed you with more con­trol over how you geo­graph­i­cal­ly tar­get your ads. Based on adver­tis­er feed­back, we’re imple­ment­ing four addi­tion­al enhance­ments that will make loca­tion tar­get­ing options clear­er and more pow­er­ful. Read more about these enhance­ments in the Help Cen­ter and in this blog post.

There is sig­nif­i­cant oppor­tu­ni­ty for busi­ness­es to reach local cus­tomers online and win moments that mat­ter by deliv­er­ing the right ad in the right con­text. Stay tuned for more infor­ma­tion on how ZIP Code tar­get­ing can help you grow your busi­ness.

We want to hear from you about your suc­cess in get­ting local with AdWords–share your story here and we might reach out to you to par­tic­i­pate in our upcom­ing blog posts.

Post­ed by Richard Hold­en, Prod­uct Man­age­ment Direc­tor