Localising Ad Copy in Google Ads: Tailoring to Regional Audiences

Localising ad copy in Google Ads

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In a diverse and expansive country like Australia, with its unique regional nuances, tailoring your ad copy to suit local audiences can be a game-changer. So, how exactly can you localise your Google Ads to resonate with regional audiences? Let’s dive into the world of localisation and discover the ways you can connect more meaningfully with your audience.


Can You Localise Google Ads?

Google Ads offers several powerful tools and features that allow advertisers to localise their ad campaigns. This means you can tailor your ad content, offers, and even the language to suit the specific preferences and behaviours of audiences in different regions. Localising your ad copy not only enhances relevance but also boosts engagement, leading to higher conversion rates.


How to Do Radius Targeting on Google Ads?

Radius targeting in Google Ads is a highly effective way to hone in on a specific geographic area. It’s particularly useful for businesses that have a physical presence or those targeting customers within a certain distance from a location. Here’s how you can set it up:

  1. Access Your Campaign: Log in to your Google Ads account and select the campaign you want to apply radius targeting to.
  2. Locations Settings: Go to the “Settings” tab and then click on “Locations.”
  3. Add Radius: Click on “Advanced Search” and then select “Radius Targeting.” Here, you can enter the address or coordinates of the location you want to target.
  4. Define the Radius: Choose the radius around this point where you want your ads to appear. This can be set in kilometres or miles, depending on your preference.
  5. Save and Apply: Once you’re satisfied with the radius, save your settings. Your ads will now be targeted to audiences within the specified area.


How Does Location Targeting Work in Google Ads?

Location targeting in Google Ads allows advertisers to specify where their ads should be shown. This can range from broad targeting, like entire countries, down to more granular levels, such as specific cities, suburbs, or even postal codes. Google uses various signals like users’ IP addresses and location data from mobile devices to determine who sees your ads. This level of targeting ensures that your ad spend is being used efficiently to reach the most relevant audience.

What Is the Proper Format for Geo-Targeting a Location in a Feed?

When it comes to geo-targeting using a feed, it’s crucial to format your location data correctly. This ensures that Google Ads can accurately interpret and use the information. Here’s the proper format:

  • Location ID: Use the Google Ads API or the location criteria finder to get the correct location ID.
  • Location Name: Include the canonical name of the location.
  • Country Code: Use the two-letter ISO 3166 country code.
  • Target Type: Specify the type of location (e.g., City, Postal Code).
  • Status: Indicate whether the location is targeted or excluded.

Following this format will enable you to implement geo-targeting effectively within your feeds, ensuring that your ads are being displayed to the right audiences based on their geographic location. 

Set up geo-targeting to tailor ad copy

Localising Ad Copy: Beyond Geography

Localising ad copy is not just about targeting different geographic locations; it’s about resonating with the local culture, language, and lifestyle. Here are some detailed strategies:

Understand Local Language and Slang: Each region has its own slang and colloquial terms. Incorporating such local lingo can make your ads feel more personalised and relatable.

Align With Local Interests and Habits: Understand the hobbies, interests, and habits that are prevalent in a particular region. In coastal regions, for instance, incorporating beach lifestyle elements might be effective, while urban areas might respond better to ads that speak to a fast-paced city life.

Local Events and Holidays: Tailoring your ad copy around local events, holidays, or even sports seasons can significantly increase relevance. An ad campaign themed around the Adelaide Fringe Festival would have more impact on South Australians, for instance.

Use Local Case Studies or Examples: When providing examples or case studies in your ad copy, use local references. This not only improves relatability but also demonstrates your understanding of the local market.

Adapt to Regional Preferences: Consumer preferences can vary widely. What’s popular in Victoria might not be in Western Australia. Research and adapt to these regional preferences in your ad copy.

Leveraging Google Ads Features for Localisation

Google Ads offers a range of features that can help in finely tuning your ad campaigns for different local audiences:

Dynamic Keyword Insertion (DKI): DKI allows you to automatically insert the user’s location into the ad copy. For example, if someone searches for “best coffee shop,” your ad could automatically display “best coffee shop in [User’s City].”

Ad Customisers: These are useful for showing specific messages to users based on their location. You can customise your ad headline, description, or display URL based on where the user is. This could include local promotions, specific local product availability, or even local contact numbers.

Location Extensions: By adding location extensions, your ads can show more detailed information like your business address, phone number, and a link to directions. This is particularly useful for businesses with physical locations.

Local Inventory Ads: If you have a physical store, you can use Local Inventory Ads to show products available in a store near the user’s location. This can drive both online and in-store traffic.

Geotargeting with Audience Segmentation: Beyond just targeting geographical locations, you can segment audiences within these locations based on their interests, habits, or demographics. This allows for even more refined targeting.

Measuring Localised Campaigns

Set Clear Objectives: Begin by setting clear and measurable objectives for your localised campaigns. Are you aiming for brand awareness, lead generation, or sales conversions? Define what success looks like for each local market.

Track Key Performance Indicators (KPIs): Depending on your objectives, track relevant KPIs such as Click-Through Rate (CTR), Conversion Rate, Cost Per Click (CPC), Cost Per Acquisition (CPA), and Return on Ad Spend (ROAS). Tools like Google Analytics and Google Ads can provide these metrics.

Use Location-Specific Conversion Tracking: Set up conversion tracking for each localised campaign. This could include tracking online sales, form submissions, or calls made to a local number. It’s crucial to understand how users in different locations are interacting with your ads and converting.

Engage in Social Listening: Monitor social media and review platforms for mentions and feedback related to your campaigns in specific regions. This qualitative data can provide insights into the local audience’s perception of your brand.

Analyse Audience Behaviour: Use analytics to understand how different regional audiences are engaging with your website. Look for patterns in page visits, time spent, and bounce rates. This can provide clues on what’s working and what’s not.

Segment Data by Location: When reviewing your campaign data, segment it by location. This allows you to compare the performance of your campaigns in different regions and identify any location-specific trends or issues.

Research, evaluate and optimise ad copy for localised demographics

Optimising Localised Campaigns

A/B Testing: Conduct A/B tests to compare different versions of your ad copy, images, or calls to action for the same region. This helps in understanding what elements are most effective in engaging the local audience.

Refine Targeting Options: If certain regions are not performing well, reassess your targeting options. Consider narrowing or expanding your geographic targeting, or adjusting audience segments based on interests or demographics.

Adjust Ad Scheduling: Optimise the timing of your ads. Certain ads may perform better at different times of the day or on specific days of the week in different regions.

Leverage Seasonality: Align your ad content and promotions with local seasonal events, holidays, or weather patterns. Tailoring your campaigns to reflect the local seasonal context can improve relevance and engagement.

Iterate Based on Feedback: Use the feedback and insights gathered from social listening and customer interactions to make iterative improvements to your campaigns.

Optimise for Mobile: Ensure that your campaigns are optimised for mobile users, particularly in regions with high mobile usage. This includes mobile-friendly ad formats and landing pages.

Utilise Ad Extensions Wisely: Experiment with different ad extensions like callouts, sitelinks, or structured snippets to see which ones have the most impact in different regions.

Focus on Local SEO: For regions where organic search is a significant traffic driver, ensure that your local SEO is aligned with your paid campaigns. This includes optimising for local keywords and ensuring your Google My Business listings are up to date.

Budget Allocation: Allocate your budget based on the performance of different regions. Invest more in high-performing areas, but also consider potential growth regions that may need more nurturing.

Monitor and Adjust Regularly: Digital marketing landscapes can change rapidly. Regularly monitor your campaign metrics and be prepared to adjust your strategies as needed to stay relevant and effective.

How to Fine-Tune Your Google Ads for Regional Audiences

Localising ad copy in Google Ads is a dynamic and multifaceted strategy that extends far beyond mere geographical targeting. It’s about creating a deeper connection with diverse regional audiences by understanding and reflecting their unique cultural contexts, linguistic nuances, and consumer behaviours. In a country as vast and varied as Australia, this approach is not just beneficial; it’s essential. Each state, city, and even suburb has its own identity, and a one-size-fits-all ad copy is unlikely to resonate across the board.

The true power of localisation lies in its ability to make each individual in your target audience feel seen and understood. It’s about using local slang, aligning with regional interests, and even leveraging local events to make your ads more relevant and impactful. This approach not only enhances the effectiveness of your campaigns but also contributes to building brand loyalty and trust.

Using the wide range of features offered by Google Ads, such as dynamic keyword insertion, ad customisers, and location extensions, can significantly amplify your localisation efforts. These tools allow you to seamlessly integrate local elements into your ad copy, making each ad feel tailor-made for its audience. 

Measuring the performance of your localised ads using metrics like CTR, conversion rates, and ROAS is crucial. It provides insights into what’s resonating with different regional audiences and what’s not. Remember, localisation is not a set-and-forget strategy. It’s about being responsive to the data, engaging in social listening, and making iterative improvements based on feedback and performance metrics.

Localising ad copy in Google Ads is an art that requires a deep understanding of your audience, a strategic use of available tools, and an ongoing commitment to optimisation. By embracing the diversity of the Australian market and tailoring your campaigns to reflect the unique character of each region, you can create more meaningful and effective connections with your audience.

Get more hands-on help with your Google Ads campaign by scheduling your free, no obligation sales consultation with our Google Ad professionals, and learn more about how to leverage compelling headlines, call-to-action tips and more on Google’s Display Network and beyond.  

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