Thomas Coppen

AdWords Location Targeting to Maximise Your Budget

For most AdWords users, you’re not out to get everyone across the planet clicking on your ad.  Maybe you only ship to certain countries, only provide services specific to a certain area, or have a certain demographic you’re after. Whatever your reason, setting up AdWords Location Targeting when you create a campaign is essential to spending your budget wisely. It’s a simple thing to do, but one that offers many benefits in the long run.

AdWords uses 2 key things to decide where your customers are searching from:

  • The domain the searcher is using (e.g. google.co.uk)
  • Their I.P address to estimate a geographical location

So now, you simply set your AdWords account to only show your ads to the people you want to see them. Click on the campaign you want to apply this to, go to the Settings tab, click on the Locations tab, then type in where you want to specifically advertise. Easy, right?

So how specific can you get? As you can see, I’ve selected the four provinces of the UK. So why didn’t I just put the location as the UK?

To get the most useful data from AdWords Location targeting, it’s always better to be more specific. Imagine you’re targeted the UK as a whole, and get 10 conversions in a month. Wouldn’t you rather know exactly where they came from? What if Scotland received 9, England 1, and Wales and Northern Ireland none between them? Then your budget could be better spent by targeting the areas with more conversions.

You can do this by adjusting the bids for where you’re getting your conversions. In our example, we might decrease the bid by 30-40% for Wales and Northern Ireland. For Scotland, we could increase it by 30-40%. This is an effective way of making sure that the areas that your products are most wanted are getting the exposure they need.

To do this, just click on the — in the Bid Adj. column, and adjust your bid.

You can do this for any geographical area, from Greater London to West Yorkshire, and helps you get a better idea of the demographic you’re selling to. Always remember, this is equally beneficial for lowering budget as it is for increasing it.

To get even more data from location targeting, you can pull two different types of reports:

  • What triggered your ad (geographic): Shows your customers’ physical locations, or locations that they had shown interest in through searches or content they had viewed.
  • Where your users were (user locations): Shows only your customers’ physical locations, regardless of any locations they may have shown interest in.

These two reports allow you to dig into your searchers’ locations as much as possible, such as county results or postcode results. Use these to your advantage, and you’ll have an effectively used budget, and, fingers crossed, increasing conversions.

So, how has AdWords Location Targeting benefited your campaign? Let us know in the comments below!

For more information, click here.

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