On Targeting and Beyond in AdWords
Within the targeting features of AdWords there is room for positive and negative locations. These locations are accessed via targeting options, referred to as the “Targeting Method” (positive locations) and the “Exclusion Method” (negative locations).
Within these two settings, there are additional options to choose from. These tell Google how it should treat the locations you’ve inputted. Thankfully these configurations are pretty straightforward.
The Targeting Method:
1. People in, searching for, or viewing pages about my targeted location (recommended)
2. People in my targeted location
3. People searching for or viewing pages about my targeted location
The Exclusion Method:
1. People in, searching for, or viewing pages about my excluded location (recommended)
2. People in my excluded location
1. It’s important to really consider your targeting options. Ignoring your excluded region can result in unwanted traffic and unnecessary costs. There are reasons you’re getting impressions from Pakistan for your US-based campaign.
You must double down and exclude the regions you’re not concerned with advertising to. Do this first by adding them to your excluded region and then add in relevant negative keywords in addition.
For example if you’re in the United States, it’s crucial to take note of this thought on utilizing negative keywords in addition to your targeting. For consideration, did you know that Google does not necessarily recognize all state abbreviations?
This means that if you are running a campaign for a local business, someone in your targeted region could be searching for another business sharing your industry or exact name in a different state using an abbreviation and it will actually NOT be filtered out. This can quickly result in low quality clicks you do not want–especially if you are running branded campaigns with ads not making reference to your specific location.
Below are two excel workbooks to help with your targeting. One features a list of countries within Google AdWords targeting, and the second features a list of all US states and their abbreviations.
Image courtesy of vizzzual.com via Flickr Creative Commons.
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