How Can I Target Certain Countries in Google AdWords without Excluding Other Countries?
-
So, here is the situation:
Our company works with merchants worldwide (with the exception of those who live in excluded high-risk countries--mostly in Africa), but most of our Google AdWords leads come from Indian merchants.
My CEO wants our campaigns to convert leads from other countries (i.e., the UK, Germany, US, Canada, Australia, etc.), but I have no idea how to do that without excluding India. However, my CEO does not want to exclude India from our AdWords campaigns as the leads are profitable. We simply want more diversity with out leads in terms of geographic location.
I am sure there are resources on the Web about how to do this, but I am not an Adwords expert and am unsure of what phrases to search to find the answers.
Direct advice or helpful links are much appreciated.
Regards,
Meghan -
Just my 2 cents, but if you're not going to tune the ad text by location, this is precisely why Google has spent so much time creating these new enhanced campaigns. As the campaign runs, you can still see geographic-based reporting if your campaign targets different countries. But instead of creating different campaigns, you'd set bid adjustments for different locations to adjust the CPCs by region.
This makes the reporting marginally harder (you can still see this data in the dimensions tab), but if you're not going to take advantage of ad text by region, I think this is easier. Mainly because when you make changes to these campaigns (add/remove ad groups, keywords, ad text), you're going to have to remember to duplicate these changes across all the campaigns you've spawned. Also, when you want to start adding demographic and remarketing lists to your search campaigns (coming soon - currently in beta), you'll have to set that up and manage those bid adjustments for each of these campaigns as well.
-
Hi Meghan,
If you want to change bidding by location, you will first need to add lots of cities to your campaign. Then let the campaign run for a while, so you can accumulate data for each city. Once you have clicks & conversions for several cities, you will be able to make decisions about conversion rates for each city. Does this make sense?
After time goes by and you have enough data, just click on the campaign >> settings>>> locations. Do you see the column 'bid adjustment"? This is where you +/- bids for that location.
Branden
-
Branden and John,
You both provided very helpful information. However, I think I will start with Branden's simple advice on creating separate campaigns to target countries using the same ads and keywords.I will take some time to explore the bid-setting by location and see if I can make sense of it. I am primarily a content writer, so the marketing and technical aspect of AdWords is fairly new to me.
Thank you both so very much for your help!
Regards,
Meghan -
If you want to keep things simple, just go into settings and add more countries to your targeted locations. However if you want to be able to control separated budgets & bids for each country, I recommenced that you have separate campaigns for each country. Just create a new campaign, copy/paste your current keywords & text ads into the new campaign. This will allow you to have separate budgets & bids for each country, which should result in better performing campaigns. I also recommend that you exclude countries that you are not targeting (both the high risk countries you mentioned, and other countries that you do not want to target).
If you want to make your campaign perform even better, I recommend that you take advantage of the enhanced campaigns 'bidding by location'. This will allow you to +/- bids based on location. For example if you have a higher conversion in 1 city, you will want to increase keyword bids in that city. To be able to achieve this, you need to be targeting lots of cities, not just the entire country. It will take some time to add all of the major cities in a country, but this will allow you to +/- bids for each city, which is a major improvement.
-
You can include or exclude locations in the campaign settings within Adwords. If there's a significant lead volume from India, and want to tune ads directly to them, you could duplicate your campaign(s) and geotarget them to India specifically, to get higher CTRs from those ads. If you've upgraded to enhanced campaigns, you can do bid adjustments by location too, to easily adjust your CPCs by location.
The Adwords help article is here. We usually refer to it location targeting or geotargeting if you want to search for it.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Google Merchant Shopping - UK Mainland Shipping
Hi Guys, I am setting up my first Google Merchant account. As it's only a couple of products to start, I am doing this manually rather than a xml feed, and got to shipping. If it is free shipping for UK mainland but different for scottish isles, scottish highlands and Northern Ireland, how do I reflect this? What values do i use to suggest free shipping for UK Mainland and give different values for the others? Regards Neil
Paid Search Marketing | | nezona0 -
How do i learn how to read my champaign soi can improve visiblity?
I have a visibilty of 1.17% andanother raknking of #7 keyword how good are these marks?
Paid Search Marketing | | prostene13590 -
Best Apps for Tracking Google Analytics, Facebook Pages, and More?
Hi! I'm looking for an iPhone app that I can set up for a client so that he can view data from Google Analytics and Facebook (new "likes," "shares", etc). Is there any such thing? I'm not a big Apple user, but he is, and I'd like to find something that would work well for him. Thanks!
Paid Search Marketing | | ScottImageWorks0 -
OK to have a modal pop-up on an AdWords landing page?
We're about to launch an AdWords campaign targeting users who are searching for hand-crafted furniture. The website we're sending users to has a large inventory of furniture, and all if it is hand-crafted. But there currently is no page on the site specifically communicating that all the furniture on the site is hand-crafted. So, rather than dump the user right into browsing the inventory, we want to put an intermediate step in place to say, in essence, "Hey, welcome, yes, we have lots of handcrafted furniture. In fact, all of it is hand-crafted. Here, have a look around." The art director on the project is suggesting that a modal pop-up would be perfect for this scenario. It would greet the user, who could then dismiss the pop-up and move into the site. I have two concerns about using a modal, though: Does a modal violate Google's policy against pop-ups that open new windows? Assuming we trigger the modal using Javascript, will AdsBot have any trouble crawling the content of the modal, such that it could hurt the landing page component of our quality score?
Paid Search Marketing | | ydop0 -
Competitors using bots for AdWords ?
I was having a discussion with a SEO manager on a LinkedIn group about page speed (she pretends that page speed is not taken into account by Google for SERPs at all and claims that all of what Matt Cutts says is BS) ; and she explained that she is using bots to click on her client's competitors AdWords and "kill their daily budget" So my question is, if you run/manage AdWords campaigns, have you ever met noticed such a behaviour, past the few usual click fraud rate ? What is your average fraud rate ?
Paid Search Marketing | | iung0 -
Curious about Adwords keyword tool results.
Why the Google Adwords Keywords tool says there are 0 local monthly searches for a keyword or shows a dash, but in spite of this there's competition for those keywords (up to 0.42 in some cases) ? Thanks!!
Paid Search Marketing | | gerardoH0 -
Adwords Dynamic Keyword Insertion for Location keywords
Hi Guys, I'm managing a campaign targeting multiple cities across the country. The campaign is using DKI to display locations in ad titles. Is the following example the best way to handle it (example data only): Ad headline: {KeyWord: Local Chocolate Delivery} Keywords: chocolate delivery chocolate delivery Dallas chocolate delivery Austin Etc etc?
Paid Search Marketing | | David_ODonnell1 -
Facebook PPC. Using Google URL Builder - Now What?
Hey There! So I've been trying some FB PPC ads. I recently learned I needed to use Google's URL builder to add the appropriate tracking fields into the URL (source, campaign, etc). The FB ad link now uses a custom URL with all the correct parameters. Now what do I do in analytics? Do I create a filter? A goal? Getting a little dizzy going in circles with google analytic help, and I'm hoping someone here can direct me. Thanks! -Dan
Paid Search Marketing | | evolvingSEO0