About location insertion for responsive search ads

Location insertion lets you tailor your responsive search ad text to your customers' locations, regular locations or locations of interest. Location insertion for RSA highlights a location in the ad text where your product or service is offered. For example, you can create headlines like, "London Hotels”, “Brighton Hotels”, or “Guildford Plumbers On Demand” to customise your ads to your users locations, regular locations or locations of interest.

This article explains how location insertion for responsive search ads works in Google Ads, and how to set it up.

Benefits

  • Tailored messaging: Ads are localised based on physical location or area of interest. Find out more about how we determine these geographic locations.
  • Efficiency: Instead of having to upload thousands of rows and manage an ad customiser file, you can customise your ads to the city, state or country that you want to show.

How it works

Let's say that you own a delivery service that delivers to all cities in the West Midlands. Instead of writing individual headlines for each city, you could use a location insertion code in your ad headline to target the West Midlands:

Headline code: We deliver to {LOCATION(City)}

Note: Make sure that you use proper capitalisation when you’re inserting your code in your ad headline.

Google Ads will try to replace this code with the location in your ad group. You can select one location for your headline and up to two in your descriptions. You need at least three headlines without location insertion, or you can use default text. You can select to set up locations for city, state and country.

Before you begin

Locations are selected from your campaigns location targeting. Make sure that your campaign location targeting is set to the right scope for your business, and the level set on your location insertion is appropriate given your campaign location targeting.

Set up location insertion for responsive search ads

Follow the steps in Create a responsive search ad.

  1. When you're entering ad text, type a brace ( { ) and select Location insertion from the drop-down menu.
  2. In the “Default text” section, type the word or words you want to appear when the text can't be replaced by a location.This is optional.
  3. Choose what level of location that you want to show:
    • City
    • State
    • Country
  4. Click Apply.

You can view and manage your targeted locations by going to 'Locations' in the page menu on the left. Your locations will be in the “Targeted location” section.

Bear in mind

Your ad text is subject to Google Ads policies.

How to fix a problem with location insertion

There are a few reasons why location insertion might not be working for you:

  • By default, when you create a responsive search ad, headlines and descriptions can appear in any order. You can control where individual headlines and descriptions appear in your ad by pinning headlines and descriptions to specific positions. In order to pin a location headline, you need at least three headlines.
  • You need at least three headlines without location insertion, or you can use default text.
  • Make sure that you have enough characters for location insertion. If you use too many characters in your headline, you may not have enough room for some of the location names that you’ve selected if they go over the character limit.
  • Make sure that your campaign location targeting is set to the right scope for your business, and the level set on your location insertion is appropriate given your campaign location targeting.

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