Google Location Insertion: A Local Engagement Opportunity

Posted by Claire Doiron, Account Manager


Location Insertion is a beta that has been in and out of the oven over the last year but appears to be fully baked and here to stay.  This new Google product allows you to dynamically insert a user’s location into the ad copy, creating an instant local presence with a blanket approach. From businesses with 5 locations to 5,000 locations, Location Insertion capitalizes on local interest and purchase intent.

If your client is currently running Location Extensions, which sync store locations to your account and serve relevant local information to searchers, you can easily set up Location Insertion parameters. Using these together greatly simplifies the lives of account managers everywhere by eliminating the need for hundreds of custom ads and geo-targeted campaigns. The parameters are supported in the AdWords API and can be used for desktop, tablet, and mobile campaigns.

After implementing the Location Insertion parameter on mobile/tablet targeted campaigns, Performics clients have seen a 17-25% lift in CTR over the same ads without the parameter. The use case for desktop is strong as well; clients boasted a 13% decrease in cost per conversion.

With nearly 40% of mobile searches having local intent and the inherent local nature of mobile search, we recommend starting here. If you don’t already have mobile campaigns completely broken out from desktop, that should be Step 1. People are using these two types of search in increasingly different ways, and to read more about targeting best practices, see our POV.


Similar to Keyword Insertion, you have the ability to insert a parameter into the ad title, text, or URL, and Google will fill it with the user’s location, zip code, or phone number. The resulting insertion is directly linked to your Location Extensions and is determined by GPS, IP address, or search intent.

Here’s an example:

Location insertion
The parameters available include: {}, {lb.postalCode:Default}, and {lb.telephone:Default}.

The default text will be used if the location cannot be attained or if the name length causes the ad to exceed character limits. In the example above, we used the city parameter, which tells Google to insert the city if possible, and if not, insert the default text “Local.” Make sure your default text still makes sense in the copy.

As we see clients expand on local initiatives, Location Insertion is a tool that’s easy to implement and provides immediate efficiencies in getting people to your site and stores.

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