Showing The City in Your Google Ads To Reach Out to People that Matter Most to Your MSP
Key Points:
- When creating a Google Ads campaign, it defaults to all regions and countries.
- However, your MSP doesn't fit every single business on earth, so you'll need to select areas around your city and neighboring towns.
- More importantly, City targeting will save you money because you avoid wasting ad spending on people who might qualify for your services but aren't in your area.
- Showing location on your Google Ads has several options and can allow you to target people in specific cities, towns, countries, regions, and neighborhoods. You can also exclude locations you think your competitors dominate most.
- Making your city or town appear on your Google Ads results is simple, and we'll show you the step-by-step procedure.
Many MSPs wonder how people get towns and cities to appear in the ads search results. While the process involves writing code, it shouldn't be difficult for your business to replicate.
After all, Google recently released a new feature called Location insertion for responsive search ads that dynamically displays a user's location in the ad text.
Depending on your MSP's target location, users can see the following in your ads:
- City
- State
- Country
- Region
Showcasing user location in your ad makes it more relevant and personalized, more likely to resonate with your target. The location can appear in the headline, ad description, or both.
The new city targeting feature is excellent if your company has a large service area or multiple locations.
How Do You Get City or Town Information to Show Up in the Ads Result
Google has a document that tells how to insert a location in your ad and change it dynamically depending on where a user searches it from. The search engine giants say that the feature helps marketers to present a more personalized experience to users — giving them a competitive edge.
However, you don't need to worry about some wording in the Google Ads guide, such as responsive search ads. At its core, a responsive search ad is the typical text-based ad on Google Ads.
The entire procedure includes inserting a code to that change location that shows depending on where the user is at. Aside from the city, the code allows you to insert a target state, country, or region.
The Step-by-Step Procedure to Showcase City Information on Google Ads
If you've gone through the above Google's support document but couldn't set your ad to show dynamic locations depending on where the user is at, proceed as follows:
- Create a new responsive search ad on Google ad. There is nothing fancy with the word responsive because any text-based ad is responsive. Alternatively, you can edit an existing text-based ad.
- In your ad text, key in a left brace {
- Select Location insertion from the drop-down menu that will appear. A window will pop up.
- Select the type of location you want to display in your ad. The location can be a City, State, or Country.
- In the Default text area, enter your exact location that will show up in case the location you've specified in step IV above cannot be displayed.
- Select Apply at your bottom right to implement the setting. A code will appear in your headline or description. Google Ads will then show the location name instead of the code.
A Case Example of Google Ads' City Targeting
I typed "IT services" in the Google search box to show you how City targeting works in real life. I was in Arcadia, Florida. The first four results that Google returned were paid results in the location Arcadia show.
I clicked the top ad, and Google directed me to the landing page of Buffalo IT Support company in Western and Central New York. While the ad successfully showed my location on the ad, it might not be the best.
Even before clicking the ad, it had location plates at the bottom showing that it was a New York-based IT company. If I were a business looking for an IT service provider in Arcadia, or Florida at large, the ad wouldn't address my need — it would have been an ultimate fail.
How to Ensure Your Ad Only Appears on Your Customers' Location or Locations of Interest
If you run an ad about the location, you want to ensure you target the people in the right location. When the title says "IT service in Florida," your page shouldn't be talking about New York because people will find you not genuine.
You need to ensure your landing page hits the market that you want. Your landing page should address the location you have inserted in the location insertion. Alternatively, you can have a neutral landing page. Your ad shouldn't have different location plates, as it might be a setup for failure.
Ad Customizers vs. Location Insertion
Initially, your MSP could use a customizer to showcase specific locations in Google Ads. The location insertion feature works differently, with several unique advantages.
The new city targeting feature allows you to put your ads in front of people that matter most to your business with a precise location on the title or description. The key difference with the initial approach is that your MSP will not need to create ad customizer data. Instead, the new feature will pull data from the campaign's location targeting to dynamically fill the user's city, state, or country.
The automatic insertion of user location eliminates the need to format and upload spreadsheets featuring location information into your Google Ads account data feed. You don't need to add or remove rows on your ad customizer spreadsheet whenever you adjust your target location.
Ulistic Will Shoulder The Heavy-Google-Ads-Customization for You
Google Ads are a great way to market your MSP to potential customers. When you add a city targeting to your Google Ads campaign, you'll ensure that people in a particular city or nearby cities see a location tag in your ads.
If you're having any problems writing the location code or customization of your Google Ads campaign, Ulistic can help you. We help seven, and eight-figure MSPs get more leads and grow their businesses through digital marketing, and we can help you too. Contact us today to leverage your extensive industry experience.
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