Introduction to AdWords Location Targeting
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Introduction to AdWords Location Targeting

Hi, Phil Taylor here – AdWords strategist –
and in this video we’re going to look at AdWords location targeting. That is: how to
narrow down the users that you show your ads to – based on their location. I’ll
show you exactly how to set up your location targeting, and then how to make
it work effectively for your campaigns. So, first: why would you only want to show
your ads to users in certain places? In some cases the answer might be
obvious: let’s say you’re a local business and you only serve customers close to
you. Then you are only going to want to try to convert users who are close
enough either to get to you, or for you to get to them. But then even when
there is no obvious location preference based on your product or service, you will
still find location targeting useful, and the reason for that is that – as with
other AdWords variables – once you start to accumulate data, you will find patterns
emerge, showing some areas that work well and some areas that work less well, and
then you can use that data to put your budget towards the places that are
profitable for you to target… so for that reason, location targeting is really a
useful feature for all AdWords campaigns. The first thing to note about
setting location targeting is that it’s done at the campaign level. Other user-based variables like demographics or devices can be set at the ad group level,
but locations are campaign-level so the first thing we’ll do is grab the
specific campaign that we want to set targeting for. there’s only one campaign
visible here – that’s Loki’s Local – and once you’ve clicked on that you go down to locations on the left nav. So from this screen – the locations screen – you can
see the different locations that are being targeted so again there’s only one
here that’s United Kingdom and you can see that on this row there would be data
if the campaign had any data and you can see it as the blue area or areas
highlighted on the map and now with this icon you can add edit or remove the
locations being targeted. So let’s try adding a new one. You add
your locations here on this line and you can enter them as country name, or as
county (or state if you’re in America); it will take the first part of a postcode and
as you can see the the auto-suggestion is pretty good… or you could add any
other significant place name like Isle of Wight or something, and then the other
way to add a location is by radius targeting and that’s where you set a
more specific point and you choose the size of the radius of the circle
around it that you want to target so we’re going to do that. With this one you
can add a specific postcode (here’s one that I know exists) and then you will see
here on the map – when that resolves – the circle of targeting, so users within
that circle should now see the ads if we save this as a targeted location. I’m
going to add another location to this for reasons that will become clear later
I’m going to add Hertfordshire, which is the county within which that
radius lies, and I’m gonna remove the wider UK targeting. Now you can see these two areas that are being targeted: this specific circle around the the point where our
fictional company is and the county around it. Now with a bit adjustments you
can choose to up or down weight your bids in the different locations and you
might see what’s coming here… so in this very specific circle – this very tight
circle – around the area of the company we’re going to bid more. Let’s say we think
our bids are going to be worth 25% more when we’re showing ads to people really
close and in Hertfordshire… it will be worth showing to users in that wider field – let’s say that’s what we’re judging at the moment but they will be
less valuable on average so let’s down- weight those bids by 10% from whatever
we set at the keyword or ad group level. Then of course as the campaign
runs and we see data on each row so for each location we will get a sense of
what’s working particularly once we’ve added conversions as a column so that we
can see where people are converting and that will give us an idea of what
locations are are working well; where we should maybe increase bids further; if
ads are really not working at all in certain places we’ll remove
them from the targeting list; if it does seem to work very well that we target
people close by the business then we might experiment further in that
direction, we might try to even reduce the radius of the circle and target more
tightly, but from now on basically we’re set up to collect the
data that’s going to inform our targeting decisions and our bidding
against those different location targets. And the last thing to note in this intro
to location targeting is that you can also buy a very similar method exclude
different locations from having people there see your ads. So if we wanted to
target Hertfordshire, but we did not want people
in – let’s say… let’s go for Stevenage (nothing personal) to see the ads, then you
can enter Stevenage there, and it shows in red as an area in which people
should not see the ad. OK, so let’s see if we get a nice view of that – yeah. So, blue:
people are seeing the ads. Here this is targeted for the radius and also within
Hertfordshire – and worth noting there that where you have an area within an
area, when you’re adjusting your bid for the wider area, that will not affect
people in the inner area, so people here will genuinely get just your plus 25%;
people outside of that but within Hertfordshire will get your minus 10%
reduction. People in Stevenage now should not see the ad at all. So that’s an
introduction to location targeting. Please comment or feel free to send me a
message if you have any questions, and if you’d like more tips on this subject
then look out for my video on advanced location targeting. This is Phil Taylor,
Adwords strategist, until next time


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