Your Target Audience May Be Larger than You Think

I have been managing an account that is geographically targeting the Midwest (Indiana, Illinois, Michigan, Wisconsin, Ohio and Kentucky). I created a geo-targeted Adwords campaign, and about a week later I also initiated a campaign that was distributed throughout the entire US. I loaded this national campaign with the same keywords as my regional campaign except I added geo-qualifying terms such as “Indiana” and “Indianapolis” to each keyword (for example: “Indianapolis widget maker”). This way if someone in Texas needs a widget maker in Indiana, our ad would appear. Simple enough.

After allowing my nationally focused ad group to run for two days I noticed I wasn’t getting any impressions, so I put in a call to my friendly Google Relationship Manager and did some additional research. I learned that when you geo-target an ad with the keyword “widget maker” to Indiana, AdWords can interpret that as if you’ve listed “Indiana widget maker.” Since the new keywords I added to my national campaign were keywords that already existed within my geo-targeted campaign, with geographic terms tacked on to them, AdWords was interpreting them as the same keywords. Whenever two ads in the same account are running on the same keyword, or those interpreted to be the same, keyword Adwords shows the better-performing ad. Since the ads from the geo-targeted campaign have more account history Adwords was showing the ads from my geo-targeted campaign.

When using geo-targeting, users in California, for example, who search for “Indiana widget maker” are able to see my ads. Users in Indianapolis who search for “widget maker” are also be able to see my ads. But, users in California who search for “widget maker” will not.

I still need to look into this more in depth, but it an interesting find…

Personalized Training to Become a PPC Superhero

If you could divulge your biggest challenges in paid search advertising to an expert who is highly revered by industry peers, approved by 15 US & UK agency leaders, and a driving force in PPC innovation, would you?

10 New Ways to Optimize Paid Search with Call Intelligence

Mobile search drives billions of calls to business each year, and calls convert at a higher rate than digital leads. When properly optimized, calls can have a transformational impact on your bottom line. Join this webinar to learn tactical tips and smart strategies to boost...