Using Geographic Bid Multipliers In AdWords - Hero Conf 2014


Published on

Presentation covering how to use geographic bid modifiers in Google AdWords. Includes how-to, potential pitfalls, and best practices. Presented by Shawn Livengood at Hero Conf 2014.

Published in: Marketing, Technology, Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Using Geographic Bid Multipliers In AdWords - Hero Conf 2014

  1. 1. Using Geographic Bid Modifiers In Google AdWords Shawn Livengood Director of Inbound Marketing, GPO Inbound
  2. 2. About Me  6+ years of PPC experience at agencies, freelance, and in-house  MS in Information Studies – University of Texas at Austin  Director of Inbound Marketing at GPO Inbound  Blogs at  On Twitter - @slivengood
  3. 3. Agenda  What are geographic bid multipliers?  Why should you use them?  Setting up modifiers in the AdWords web interface  Setting up modifiers in AdWords Editor  Viewing geographic performance reports  Potential pitfalls  Key takeaways
  4. 4. What are geographic bid multipliers?  Introduced as part of AdWords Enhanced Campaigns rollout in Q1 2013  Allows you to increase or lower bids for specific geographic areas by multiplying your usual bid by a percentage (i.e. +20% or -50%)  Can modify any location target enabled in AdWords, from postal code to country and everything in between Image credit:
  5. 5. How are they useful?  Allow advertisers to adjust bids up and down by location target to improve ROI by area  Better control over individual geographic performance within a single campaign  Very important for businesses that are trying to target many specific locations within a state/country with different ROI and revenue goals
  6. 6. Old Campaign Structure  NYC Campaign – Bids set to $4.00  LA Campaign – Bids set to $3.00  Austin Campaign – Bids set to $2.00  Boise Campaign – Bids set to $1.00
  7. 7. New Campaign Structure  Cities Campaign – all bids set to $2.00  NYC +100% multiplier  LA +50% multiplier  Austin 0% multiplier  Boise -50% multiplier  Instead of changing bids in every campaign, you only need to change one variable (the modifier) to adjust performance at the geo level.
  8. 8. Setting Up Modifiers – Web Interface Choose campaign > Settings tab > Locations Select multiplier by clicking on the “bid adj.” column next to the location you want to change.
  9. 9. Setting Up Modifiers – AdWords Editor Choose campaign > Targeting tab > Locations Choose a location (or select several) and expand the “Edit selected location” section near the bottom of the screen. Add in your bid multiplier here:
  10. 10. Viewing Geographic Reports – MCC Report type: Dimensions > Geographic Performance
  11. 11. Viewing Geographic Reports – Account Level Dimensions Tab: Select “Geographic” from the View drop-down:
  12. 12. Viewing Geographic Reports – AdWords Editor Targeting > Locations shows performance by target
  13. 13. Potential Pitfalls  User intent vs. user physical location  Geos don’t always match up as you might expect  Some geographic areas (like certain ZIP codes) can’t be targeted in AdWords
  14. 14. Potential Pitfalls – Intent vs. Location  Location of interest = user is searching about this location  Physical location = user’s device is in this location  These types of targeting could have very different conversion behavior, so make sure you’re making this distinction in your reporting and adjusting bid modifiers accordingly  You can choose to target location of interest only, physical location only, or both within your campaign settings
  15. 15. Potential Pitfalls – Geo Matching Geo reports don’t always line up locations in the way you might expect… Ok, I get that it’s close to Idaho, but you couldn’t just guess that Spokane, WA is in Washington? Your results may vary, but anecdotally I’ve seen about 10-15% of clear city- metro matches have one of those variables “unspecified.”
  16. 16. Potential Pitfalls – Locations Unavailable Not every location can be targeted in AdWords. This is particularly a problem with zip codes. Certain low-population zip codes are too small for Google to target accurately, so the option to target them is not present. This can be an issue if you have a large list of zip codes you need to target and are trying to do a bulk import/export.
  17. 17. Key Takeaways  Geographic bid multipliers allow you to fine-tune your ROI by location  They allow for a more compact and manageable account structure for accounts that need to be more or less aggressive in certain geographic areas.  Can be changed in the web interface or Editor, but Editor is easier.  Use geographic reports to monitor performance of modifiers.  Be aware of the following pitfalls: • User intent vs. physical location • Geos don’t always match up in the most obvious way • Certain location targets don’t exist in AdWords targeting (especially zips)
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.