Geo-Targeting: Are Your AdWords Location Settings Correct?

Advanced Location Settings

This is an area of concern we notice time and time again when evaluating the state of a perspective clients Google Adwords account.  Companies targeting specific geographic locations often opt into the wrong location settings and lose thousands of dollars each month on searches outside of their targeted geographic location because of queries that contain search terms with the location they are targeting.

For example, say you are a taxi company targeting people in the Los Angeles area looking for a cab. If you are opted in the default targeting settings and someone in New York searches for ‘los angeles taxi’ your ad will still show even though the search was outside your targeted location.

Below is a quick review of all the targeting options available and how each will control your campaign targeting.

Reach people in, searching for, or viewing pages about my targeted location:

Person’s location Searching for or viewing pages about Ad eligible to be shown?
Los Angeles (all Google Search domains) taxi Yes
New York Los Angeles taxi Yes
Los Angeles taxi to San Diego Yes
Los Angeles San Francisco taxi Yes
Paris, France (all Google Search domains) Los Angeles taxi Yes

Reach people in my targeted location:

Person’s location Searching for or viewing pages about Person sees your ad
Los Angeles (all Google Search domains) taxi Yes
New York Los Angeles taxi No
Los Angeles taxi to San Diego Yes
Los Angeles San Francisco taxi Yes

Reach people searching for or viewing pages about your targeted location:

Person’s location Searching for or viewing pages about Person sees your ad
Los Angeles taxi No
New York Los Angeles taxi Yes
Los Angeles taxi to San Diego No
Los Angeles San Francisco taxi No
Paris (all Google Search domains) Los Angeles taxi Yes

To see if this is affecting your accounts go to the Dimensions tab > > View: User Locations.

Select

Often times we see a ton of irrelevant spend coming from non-targeted locations. This is especially an issue with E-Commerce clients that do not ship to certain countries. Make sure to double check and see if you are seeing any spend coming from these areas.

To edit your advanced location options, follow the steps below:

  1. Click the Campaigns tab.
  2. Click the name of the campaign you want to edit.
  3. Click the Settings tab.
  4. Click Location options (advanced).
  5. Click Edit.

Edit your advanced location options.
To bulk edit these settings in Adwords Editor:

  1. Click the Campaigns Tab
  2. Select the campaign(s) you would like to change
  3. Expand the ‘Edit Selected Campaigns’ menu below
  4. Change the ‘Targeting Method’ via on the drop down menu on the right-hand side
  5. Post changes to Adwords
Bulk edit your location settings in AdWords Editor
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