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Google Adwords Cross Campaign GEO Targeting
March 17, 2008
One of the major mistakes that Google Adwords advertisers can make with their campaign setup is in-effective GEO targeting. If a company is GEO targeting multiple regions such as Europe, Asia, Canada and North America all under one campaign the following capabilities are hindered by lack of campaign separation –
• Budget allocation by region
• Keyword productivity by region
• Cost per conversion by region
• Day Parting by region
So ultimately when there is one campaign set up that is targeting multiple areas, there is no way to segment what budget is applied to keywords by region. Also it is important to separate campaigns by regions because you can distinguish which regions convert better for a lower cost, and you can also segment out were the volume is and where the quality conversions are coming from.
Lastly, you can effectively set up day parting to make sure that your ads are showing at the appropriate time, by time zone, to target your prospective audience.
To give you an idea of what I’m referring to, here is a structural example of a campaign that is targeting all regions.
Incorrect Structure for GEO Targeting -
Campaign #1 – Dell Laptops – GEO Targeting (USA and Europe)
Adgroup #1 – Dell 17”
Adgroup #2 – Dell 20”
Adgroup #3 – Dell Sales”
Adgroup #4 – Accessories”
To take advantage of all of the benefits of GEO Targeting it is now broken down into multiple regions with single geographical targets.
Correct Structure broken down by region –
Campaign #1 – Dell Laptops – GEO Targeting (USA)
Adgroup #1 – Dell 17”
Adgroup #2 – Dell 20”
Adgroup #3 – Dell Sales
Campaign #2 – Dell Laptops – GEO Targeting (Europe)
Adgroup #1 – Dell 17”
Adgroup #2 – Dell 20”
Adgroup #3 – Dell Sales”
All posts by Charles Nevery
posted by Charles Nevery at March 17, 2008 04:23 PM
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Comments
Excellent post Charles; the importance of setting up a camapaign can not be under estimated.
Keep up the good work.
Posted by: HitSearch at March 19, 2008 09:57 AM
Interesting method that is not being discussed elsewhere, will definitely share with the team here.
Posted by: Wil Reynolds at March 20, 2008 07:56 PM
Google recently changed it's Quality Score calculation. The most troublesome change for the Quality Score calculated per search is geo-targeting. Adwords will boost Quality Scores for ads in the same geographic region as the consumer. Better Quality Scores mean higher ad positions.
As a consumer, I would imagine the appeal of the internet is being able to view products and services from outside your local area. Now Google is going to shut that down, and show ads only from your local area.
Posted by: Dan at October 7, 2008 07:56 AM