Geo Targeting

Question 1

a great way to see & edit your targeted territories is to look at the map shown in the ***’ section.

How do you find this?

Answer 1

A: Campaign>Settings>Locations>Advanced Search

Question 2

See which locations are generating the most traffic by clicking on the **** tab in the LH menu.

Here you can view standard info such as clicks, imp, conversions etc, as it applies to each of your specified locations.

Answer 2

‘locations’

Question 3

There is no need to ‘exclude’ areas that you haven’t already ***** - Google won’t show your ads in places unless you explicitly target them.

…so what’s the point in excluding areas?

Answer 3

targeted

Why exclude?
It’s primarily used to exclude a location that sits within a target location.

1, Perhaps because the ROI is terrible;

2. A competitor is based in this space and we don’t want them seeing and clicking on our ads;
3. Perhaps to offer a special promotion but exclude eligible to the excluded perhaps due to poor ROI.

Question 4

What’s the fastest method of adding or excluding a location to a campaign?

Answer 4

Campaign>Settings>’locations’>enter location to search box

Otherwise click the ‘advanced’ tab to use the map.

Question 5

Geo-targeting: What method in order to make ‘geo bid adjustments’?

Answer 5

Campaign>Locations (LH menu)

But method also infers a why.
So why make an adj?
We will want to tune our bids based on geo specific ROIs. Bid more for better ones, bid less for worse ones, reduce bid if we are over spending on absolute top position.

Question 6

Why would you potentially want to ‘bid adjust’ a geography, within your targeted regions?

Answer 6

increase bids on geos with good ROI, to get more of the same.

what things can contribute to a good ROI?
Think of the visualisation with the King (ROI).

Question 7

What factors contribute to a good ROI geo territory?

Answer 7

1. Demand? Good volume of leads, & providing conversion is healthy, a good volume of subsequent sales - which means >feedback loop e.g. more reviews and social proof in one geo, ie momentum;
2. Conversion rate?
   Contributing factors are:
   Comp landscape and uniques
   If we have an edge/ uniques/ x-factor – then we’ll have a better conversion rate - clicks to enquiries, and enqs to sales - ultimate geo with lower lead generation cost will be more attractive i.e. how much advertising cost does it take to make a sale for this geo?
3. Good average sales price - for main product but also the overall average price including up-sells; (affluence of area)
4. Good repeat business track record (some geos will have greater probability than others, due to location from band, client profile - the size of audience, chance we have to do a good gig that will impress and engender more business, nature of audience - live music lovers or not.)(average affluence of area – i.e. friends of party host are also affluent and able to hire us).
5. Low travel costs (due to closer proximity of the band)

Viz? ‘King’ represents ROI (French for King!)
‘snowball’ in King’s hall = greater demand size = >momentum

‘X’ on shield of his guards - represent X factor vs comp & correlated conversion rate. King handles a % symbols, his guide defend against competitors.

Stack of gold for high sales price. King views a customer coming up and looking at the giant price tag attached to the top of the stack of gold.

King then watches as gold bars are shipped out on a Conveyor belt for repeat bus potential.

Wizard with Global = low travel costs due to local proximity.

Question 8

Location options let you include or exclude people based on? (2)

Answer 8

1. where they’re likely to be located (either at the time of searching, or somewhere they are regularly in)
2. the places that they’ve shown interest in

i.e. presence and interest

Question 9

By default, location targeting includes both physical locations and *******

Answer 9

locations of interest

Question 10

What are the 3 location targeting options?

Answer 10

1. Reach people in, or who show interest in, your targeted locations:
   This default and recommended option lets you reach people who are likely to be located, or who are regularly located in your targeted location, as well as people who have shown interest in your targeted location.
   Most campaigns will see a decrease in impressions when switching from the default targeting option. We suggest that you change your targeting option only if you want to refine your campaign’s traffic.
2. Reach people in or who are regularly in your targeted locations:
   This option lets you show your ads to people who are likely to be located, or who are regularly located in your target area. This doesn’t include people who searched for your target locations but whose physical location was outside the target location at the time of searching.
3. Reach people who are searching for your targeted locations:
   This option lets you show your ads to anyone who searches on Google for your targeted location. If a person doesn’t specify a location in their search, then the system uses their physical location for targeting.

Applicable when you believe your audience could quite feasibly come from anywhere, your offering has national/ international appeal, and people will come to you. Could be digital products?

PLEASE NOTE
“searching for” is not the same as option 1s “interest in”

Question 11

What are the 2 location exclusion options?

Examples of both?

Answer 11

Don’t show ads to people within your excluded locations:
This option keeps your ads from appearing to people who are likely to be located in the areas that you’ve excluded.

application? Competition

People who are outside these areas may still see your ads:
Don’t show ads to people in, or who show interest in, your excluded locations
With this option, we won’t show your ads to people who are likely to be located in your excluded location OR who
showed interest in your excluded location.

application?
exclude a specific area due to high logistical service costs - irrespective of where the enquirer is based, we don’t want to deliver in the location of interest.

Question 12

What two options can you use when targeting a location using the ‘advanced’ map window?

Answer 12

1. Use the default location area; Google shows an estimated potential reach;
2. Stipulate the location but also the radius around the location, which widens the reach further to option 1’s scope - ie expanding the potential reach by using radius to go past the geo boundaries of the geo we are targeting.

Question 13

When you access the advanced location panel, how can you easily zoom in to your targeted area in the UK, if you have excluded areas internationally?

Answer 13

Click on a targeted area via the location list on the left.
This zooms in to the UK.
Deselect that location and zoom out to view all targeted areas in the UK.

Question 14

When Google shows a number for ‘reach’ next to a location, what does this represent exactly?

Answer 14

Reach is an estimate of how many people are in, or interested in, the location you select.

It’s based on the number of signed-in users visiting Google sites.
(RE: so it’s not population exactly, it’s a proxy for population)

Question 15

it’s always good to know why there are geographical variances in your conversion, sales volume, av sales value etc.

Why?

Give examples of why this could be?

Answer 15

As then you can inform future marketing decisions in a more sophisticated way

–

Viz: geo ROI differences.

i. more affluent areas
ii. different type of customers, e.g. more corporate vs. retail

and higher av. sales valuable & repeatable for both the above.

iii. seasonal aspect?
iv. May be the culture of your company more closely fits with people in certain locations

Question 16

Consideration with major cities?

What’s the balance?

Answer 16

major cities >expensive, but also have the most volume

Question 17

Explore Historical data for best/ worst geos?
how?

( outside of Gads )”

Answer 17

1. CRM / acct info
2. boss & co-workers
3. google trends
4. intuition

Question 18

higher CPC is not necessarily a bad thing, it means what?

Answer 18

there are more competitors in that space, servicing more demand and that advertising is working

Question 19

use **% of budget for experimentation; *% on ongoing campaigns that you are optimising

caveat?

Answer 19

20% / 80%

of course if you’re just starting then it’s 100% experimental

Question 20

geo ** adj - mega important!

Answer 20

bid

Question 21

How does the ‘Exclude Comp address strat’ work?

Answer 21

in competitive markets, your competitors may be clicking on your ads on purpose and costing your money

they could do this several times/ day before being seen as fraud by G

Solution:

1. get the address of your competitors
2. exclude their location - RE: you can’t exclude using radius! You have to use the location, which means typically more than 1 mile radius for the specific post code ❗
3. this means comps sitting in their office won’t have the opportunity to click on your ad as it won’t be showing up on G for them!

Thus saving you paying for clicks that will never convert.

2. Also this strat is that you limit visibility of your ads to your competitor, means they are less likely to steal your ad content ideas.

Cons:
Obviously this gets tricky for hyper local businesses, otherwise you’ll exclude too many areas that you want to be showing ads to people.

Question 22

You can include/exclude based on 4 main levels of location getting increasingly granular, which are?

Sometimes when drilling down in to your ‘location report’ G will also offer these options? (3)

Answer 22

1. Country
2. Region e.g. England (as part of UK)
3. City
4. Post code

Local area (e.g. London borough)
Airport or
University.

Question 23

Radius targeting starts at minimum of * mile to max of * miles?

Answer 23

min - 1

max - 500

Question 24

*** ** - using places of interest or demographic tiers is no longer available

Answer 24

Locations groups

Question 25

Give an example of how you could use the ‘Bulk Locations’ feature?

Answer 25

manually enter or paste in a list of locations

e.g. you are giving seminars in 200 post code locations

upload those 200 post codes and only advertise to those

so you can then more aggressively bid for those specific geos, than broader geo target areas, nationwide for eg

RE: I guess to do this, we would have a campaign with the specific post-codes; then a general campaign which would exclude the post-codes in the first campaign

Question 26

How does Pin Mode work?

Answer 26

1. drop a pin on a map to target
2. customise the radius of the pin between 1 & 500 miles before dropping the pin
3. just like radius targeting, u can only target in pin mode, cannot exclude location in pin mode - why do u think that is?
   G doesn’t want to make it easy for you to exclude locations

Question 27

What’s the key objective of location targeting?

Answer 27

To bid adj on a more granular basis thus tuning your campaigns and improving ROI over time.

You can bid adj depending on each geo’s characteristics - e.g. demographics such as affluence, av age, ROI.
Go as granular as makes practical sense.

Ultimately ROI and sales vol, and these could come from dominant characteristics like affluence and age.

Question 28

What’s the benefits of targeting smaller locations as opposed to one big location?

Answer 28

if you specifically target them, you can then bid adjust them in the ‘location’ REPORT, based on their performance history (RE: & associated ROI for the geo).

Question 29

When you ‘Exclude’ a location within a larger ‘Inclusive’ targeted area, the ‘Exclusion’ will ***** the inclusion setting i.e. targeted location.

Answer 29

override

This the main reason to use ‘Exclude’.

Question 30

You can drill down in your ‘location reports’ to levels you don’t specifically target, and view the performance data at this level - what can you then decide to do?

Answer 30

You can bid adj at this granular levels, by adding as a target area (within your larger target geo).

Or u could exclude a smaller area, eg logistically costly.

Most of the time it won’t be worth your time analysing at a very granular level - you have to decide what level of granularity makes sense.

Question 31

Actually easy to bid adj on location - hard part is knowing what 2 things?

Answer 31

1. when to do this i.e. what scenarios/ base on what rationale; and
2. by how much

Question 32

Base geo adjustments on:

Answer 32

1. what the conversion rate, profitability etc is for the location.
2. what you max CPC bid is - you’ve got to know your limits (to what is economically viable);

RE: i.e. your ROI for your business as a whole and for the locations specifically, whilst being mindful of our max CPC bid.

Question 33

RE: it appears G has simplified the location reports, consolidating into 1, and now not showing as much data

Prior (to 2020/ 2021) you could see rows for ‘location type’ - what 2 types?

Answer 33

‘physical location’ or ‘location of interest’

Question 34

A word or warning re: G targeting as you get more granular?

Answer 34

G’s targeting get’s less accurate as you get more granular

Question 35

Targeting geos is based on two considerations?

Easy to misunderstand the question. We could be asking on business terms, but in fact it’s the Gads settings level we asking about here.

Answer 35

Physical presence in & ‘interest in’ .

Presence can be based in, or regularly in (based on IP).

G is opaque re: “shows interest” - G decides who to show ads to - data collected from multiple sources.

Question 36

What’s the default location targeting option?

And the warning?

Answer 36

Reach people in (or regularly in) and who show interest in.

Default option - will get u to spend the most money quickly.

unless it makes sense for your bus in particular, do not use this option

Question 37

Give examples where you may wish to target people ‘interested’ in a location, but not based in?

Answer 37

1. a car rental company - visitors are coming out of your geo to hire in your geo!
2. you sell wedding services - you live in one location, but are getting married in another location (bride’s parents location).

Question 38

First question to ask ourselves to establish the best location option for our campaign(s) is what?

Answer 38

How likely are we to have prospective customers from outside of our targeted location?

Or more simply how likely are we to have customers from outside our location?

And if yes, to what extent?

Question 39

What kind of business are typically the best fit for Option 2: Reach People in Your Targeted Location only? Example?

Answer 39

Local businesses.

RE: great examples? A dentist! Very unlikely for someone to be enquiring outside of where they live, unless enquiring for a relative or friend, but how often is that going to happen?

Question 40

Give an example of a great fit for Option 1: Reach People in, searching for, or who show interest in my targeted location?

Answer 40

Car hire for a location.

People could equally be based in our outside of your targeted location.

Question 41

Give an example of a great fit Option 3: Showing interest in (location of user ignored)?

Answer 41

Concert tickets in NY - we only want people interested in NY, irrespective of their location, as it’s possible more people could be coming to a big show from outside of NY than living in the city or state.

We could perhaps exclude less likely locations.

Question 42

Explain the dilemma with a wedding business, like a wedding band - whether to pick option 1: presence & interest shown vs option 2: location only.

What are the pros & cons of each option?
how could we setup the campaigns?

Answer 42

See Ayoa Mind Map.