{"id":10384,"date":"2015-09-29T17:34:02","date_gmt":"2015-09-29T15:34:02","guid":{"rendered":"http:\/\/star-marketing.md\/3-sekreta-geotargetinga-v-google-adwords\/"},"modified":"2020-02-03T13:41:22","modified_gmt":"2020-02-03T11:41:22","slug":"3-sekreta-geotargetinga-v-google-adwords","status":"publish","type":"post","link":"https:\/\/star-marketing.com.ua\/en\/blog\/3-sekreta-geotargetinga-v-google-adwords\/","title":{"rendered":"3 secrets of geotargeting in Google Adwords"},"content":{"rendered":"

\"Verve-Direct-Mobile-Meets-Location-Targeting\"Google Adwords contextual advertising has many complex features and settings that even an experienced specialist is not so easy to master, but with geographic targeting (location settings) everything is quite simple at first glance, and there should be no questions at all, because what could be simpler this. But no. And here there are some nuances, which you will become aware of from this article.\u00a0<\/p>\u00a0<\/span><\/p>\n

First of all, when any specialist starts creating and setting up advertising, he must find out from the client not only WHAT the latter wants to advertise, but also in which localities or regions this advertisement should be shown.<\/span><\/p>\n

Let's take an example for clarity and we will further set up geotargeting for this example. Imagine that the client is engaged in container transportation. His office is in Odessa, and most of his clients are located in two cities - Odessa and Kiev, however, there are a small number of other clients that are scattered throughout Ukraine. We also know that the client filled out a brief for advertising and said that he wants to advertise throughout Ukraine. In the process of filling out the brief with the client, we found out that Russia should be completely excluded, since applications from there stopped coming in completely, and the client does not want to drive cars there for certain reasons (this setting will also play its important role, which we will talk about later).<\/span><\/p>\n

Based on the brief, the project manager must draw up a technical task for a contextual advertising specialist. Based on the primary information, the manager of the contractor\u2019s company understands that the advertising budget is small (we won\u2019t name the numbers, we\u2019ll leave it to your imagination), and it\u2019s impossible to launch it all over Ukraine. After consulting with the client, we decide to start by taking the regions where our client has the most profitable clients - these are Kiev and Odessa (let me remind you that this situation is purely hypothetical, but such an adjustment of the terms of reference for advertising occurs often).<\/span><\/p>\n

We will miss many points that should be done at the start of advertising, since this article is not about the correct launch of the context, but about geotargeting.<\/span><\/p>\n

So, let's take a few campaigns as an example:<\/span><\/p>\n

\"table001\"<\/strong><\/strong><\/p>\n

Each of the campaigns has its own ad groups, but \u201cLocation\u201d is configured only at the campaign level, so ad groups are not so important to us now. By the name of the campaigns, you can guess which keywords will be included in each of them.<\/span><\/p>\n

With the location, everything is simple - they indicated Kyiv or Odessa, the settings \u201cadditional location options\u201d and \u201cexceptions\u201d are not touched yet, and it seems to be all.<\/span><\/p>\n

Only with such settings in the Google Adwords system, the city of Kyiv may turn out to be smaller than the region for which you should advertise. I explain why. On the borders with Kiev or in the nearest suburbs of Kiev, there may be offices of potential customers who will not see ads if this is not taken into account (for example, in Brovary, Boryspil, Vyshgorod and others), since they will be determined by Google as residents of the region by their IP, not the capital.<\/span><\/p>\n

There are 3 ways to solve this problem:<\/span><\/p>\n

    \n
  1. \u00a0add the Kyiv region to the settings of this campaign in addition to Kyiv;<\/span><\/li>\n
  2. create a separate advertising campaign with the same ad groups and keywords, but only in the Kyiv region;<\/span><\/li>\n
  3. explore the regions closest to Kyiv on Google Maps in the location selection settings and add promising settlements in terms of advertising to the campaign targeted at the capital.<\/span><\/li>\n<\/ol>\n

    Most often, specialists act in accordance with paragraph 1. The main disadvantage of such an action stems from the fact that most often in the regional center and in the region the number of potential customers, their level of purchasing power, the conversion rate to applications \/ sales, the level of competition in contextual advertising (and hence the cost of a click) differ. What and in what direction differs is the second question. The main thing is that these differences will be more likely than not, which means that you need to manage these audiences according to different strategies, which you cannot do with one campaign for the regional center and the entire region.<\/span><\/p>\n

    With regards to paragraph 2. I don't really like this option either because of one feature. Based on my life experience and my personal conviction, businesses and people in the suburbs of Kyiv (Borispol, Brovary, Vyshgorod) have much more in common with Kiev than with the Kyiv region. And this means that if we leave them in a campaign targeted only at the Kiev region, then we can distort the statistics in this campaign precisely by the fact that the contextual advertising management strategy for the suburbs of Kiev will most likely be close to the advertising management strategy for Kiev itself, and will be very different from the strategy for the Kiev region in settlements remote from the capital.<\/span><\/p>\n

    Based on this, the best option is point 3, where you also add several suburban settlements of interest to you in the campaign settings for Kyiv. But do not forget that if you add the same campaign, only to the Kyiv region, then these suburban settlements should be excluded there in order to avoid the intersection of advertising geotargeting between your campaigns.<\/span><\/p>\n

     <\/p>\n

    So, <\/span>secret number 1<\/b>.\u00a0<\/span><\/p>\n

     <\/p>\n

    If you are adding a campaign to a regional center, the capital, or any other major city, in the location settings, study which settlements are very close to it, and add the most promising locations in addition to the main city already specified.<\/span><\/p>\n

     <\/p><\/blockquote>\n

    \"Location<\/p>\n

     <\/p>\n

    Now let's make the necessary changes to our settings table:<\/span><\/p>\n

    \"table002\"<\/strong><\/strong><\/p>\n

     <\/p>\n

    The following settings related to geo-targeting are \u201cLocation Options (Advanced)\u201d.<\/span><\/p>\n

    \"secret002\"<\/p>\n

     <\/p>\n

    There are 3 items in the targeting setting:<\/span><\/p>\n