November 25, 2009
Adwords Local Extensions
In addition to offering simple geo-targeting options for PPC campaigns, Google Adwords also offers advertisers the option of further pinpointing potential customers with local extensions.
States/DMAs in Adwords Ads
For quite some time it's been possible to add the state or DMA – where geographically relevant – in Adwords ads.
This example shows the difference between showing the DMA versus the state but it also points out which ad - intuitively - is likely more relevant. While not one of the largest states, Minnesota is still a fairly broad geo-targeting option for something as specific as "wood flooring," which is most likely going into someone's home; and driving to Brainerd from St. Paul for wood most likely won't happen.
This next example shows more competitive businesses vying for potential customers. Notice how they're all targeting the Minneapolis-St. Paul metro area to show the user they're located within the Twin Cities.
What Are Local Extensions?
Recently, Adwords has made it possible to add a company's physical address in the ad (local extension). This can be an extremely important factor, since the user can see the exact location – i.e., street address – of the business right from the ad, without having to click through to the landing page.
In larger cities – such as Los Angeles – this could mean the difference between wasted clicks/money and very qualified traffic due to location. A business located within "Los Angeles" isn't always very close to the user; it can take quite a while to drive from one side to the other. Even in smaller metro areas (Minneapolis-St. Paul) a business can be 5 miles away but the user could prefer something closer or even easier to access. With the local extension option, advertisers can let the user know immediately if the location is the best for them.
States/DMAs in Adwords Ads
For quite some time it's been possible to add the state or DMA – where geographically relevant – in Adwords ads.
This example shows the difference between showing the DMA versus the state but it also points out which ad - intuitively - is likely more relevant. While not one of the largest states, Minnesota is still a fairly broad geo-targeting option for something as specific as "wood flooring," which is most likely going into someone's home; and driving to Brainerd from St. Paul for wood most likely won't happen.
This next example shows more competitive businesses vying for potential customers. Notice how they're all targeting the Minneapolis-St. Paul metro area to show the user they're located within the Twin Cities.
What Are Local Extensions?
Recently, Adwords has made it possible to add a company's physical address in the ad (local extension). This can be an extremely important factor, since the user can see the exact location – i.e., street address – of the business right from the ad, without having to click through to the landing page.
In larger cities – such as Los Angeles – this could mean the difference between wasted clicks/money and very qualified traffic due to location. A business located within "Los Angeles" isn't always very close to the user; it can take quite a while to drive from one side to the other. Even in smaller metro areas (Minneapolis-St. Paul) a business can be 5 miles away but the user could prefer something closer or even easier to access. With the local extension option, advertisers can let the user know immediately if the location is the best for them.
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