Tricks For Your Google AdWords Campaign Settings
Written by Joseph Vivolo on July 12th, 2010I’ve found that once people have determined what their ideal campaign settings are for a particular client they usually go into set it and forget it mode. I’m going to go into detail about how we can use one specific section to get a little bit more out of our campaign settings.
Giving National Campaigns a Local Flavor
Normally when choosing to serve ads to the United States you’d simply pick the United States bundle under the Locations and Languages tab in the campaign settings. Instead, try manually choosing each state from the list one by one.
By listing the states manually, when someone searches for one of your keywords located in this campaign it will give them a local designation underneath the ad creative. Searching for copy machines in Massachusetts I would see the two ads below. The first ad is targeted to the United States, while the second ad is targeted to each state individually.
There are many products or services where individuals are more apt to seek a local business than a national chain:
- Professional Services (Finance, Legal, Banking, etc)
- Parts, Service, or Repair
- Entertainment
- Food
- Manufacturing
- Other Services
- etc
Hopefully this a trick you’ll be able to utilize for some of your clients, and more importantly, a realization that there are a lot more ways we can utilize campaign settings than we may have first thought.
This entry was posted
on Monday, July 12th, 2010 at 11:26 am and is filed under General, Google, Search Engine Advertising.
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July 12th, 2010 at 5:03 pmExcellent. This will be handy and fruitful for national clients. Thank you. Shannon
July 13th, 2010 at 8:56 amJoe,
Fabulous trick. I appreciate you (and Derek) sharing.
Michelle
July 14th, 2010 at 10:24 amGreat idea! thanks!
July 15th, 2010 at 9:44 amDoes it make sense to take this concept to the next level down if were only targeting one state, but to chose EACH city in that state.
make sense or no?
Absolutely Dan – if you want to give the impression that you are serving specific cities or communities.
As always it will depend on your product and overall marketing strategy. If I’m online and I see a new pizza place is targeting my city I’m more likely to click because I know it might deliver to me (and I’m lazy). If I’m looking for legal representation I guess I’d be willing to expand my horizons a bit.
July 15th, 2010 at 10:05 amI’ve just taken on board Adwords so I still need to see the results, so at the moment I’ve got to say I prefer organic search it’s free apart from the time invested
July 16th, 2010 at 11:50 am[...] of widgets and still reach a large audience? Joseph Vivolo offers some tips to give your ads that mom and pop shop feel while still marketing to the whole [...]
July 16th, 2010 at 3:19 pmWe found the opposite true, so be careful, this technique depends very much on your particular vertical. Yes, it makes sense for pizza and window cleaning. But if you are ‘generic’, eg we sell furniture. When trying this trick, our CTR rates dropped. We believe people are a little turned off/creeped out that you know what city they are in. They like the anonimty.
July 20th, 2010 at 11:00 am