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location targeting and competing keywords

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# 1
Visitor ✭ ✭ ✭

Background

 

A client who provides in-home services has a general service area of roughly two counties.  They had one campaign with service-specific ad groups that targeted the entire area.  However, they have decided that they want to increase sales from one specific unincorporated town within that region while still getting traffic from the rest of the region.  (I.e., clicks from this town are more valuable than clicks from the rest of the region.)

 

The unincorporated town is not listed as a city which can be targeted.

 

What I did

 

  • First, I created an ad group within the campaign that used only keywords that included the town's name.  However, because it seemed there would not be many searches for the service that included the town's name (i.e., "low search volume"), I asked my boss if I could create a separate campaign targeting the town.  He gave me free reign.
  • I cloned the original campaign, including the keywords.
  • Within the original campaign, I paused the town-specific ad group and removed any keywords that targeted the town.  Then, I set the targeting to exclude four zip codes that comprised the bulk of the area I wanted to target with the town-specific campaign.
  • In the town-specific campaign, I set targeting to include only the four zip codes that comprised the bulk of the area that the town occupies.  I excluded the areas targeted by the original campaign.
  • In the town-specific campaign, I removed any keywords that targeted specific towns outside of the targeted town.

This is not a perfect metaphor, but I basically have two campaigns of which the town-specific one is a circle within--but excluded from--the other other campaign. Conversely, the town specific one excludes the larger area encompassed by the original campaign.

 

Assumptions

 

I assumed that by implementing such a strategy:

  • that the keywords would not compete with each other because they are targeting different regions.
  • Separating the town into its own campaign would allow me to allocate as much of their total ad spend to those clicks as was warranted.
  • It would allow me to compare the performance and value of the two campaigns (including the performance of the new, separated campaigns against the performance of the combined campaign.)

Results

The new campaign has been active for only one full day.  However, it has had zero impressions.  Because the new campaign pulls budgeted resources from the old campaign, total overall clicks decreased.  They have also decreased for other reasons, though I am guessing at this point.

 

Questions

  1. Despite the two campaigns' targeting settings (which should be completely independent of each other--no overlapping targeting), are the keywords competing with each other and thus the original campaign is cannibalizing impressions from the town-specific campaign?
  2. If the keywords are competing, can you suggest how best to increase clicks and track results for a specific area within a larger area when the products and services for both areas are identical?

I am not sure how clear all of this is--my brain is very frazzled right now--but I hope you understand what I am trying to do and how I have approached it.  While I am AdWords certified, I have only recently gone from theory to practice.  The few other accounts I manage have done well since I took their reigns, but this issue perplexing me.

 

My gratitude and appreciation to each of you who reply.  I know we are all busy and answering such questions takes precious time.  Thank you in advance for your help and consideration.

 

--Howard

 

1 Expert replyverified_user
2 ACCEPTED SOLUTIONS

Accepted Solutions
Marked as Best Answer.
Solution
Accepted by topic author Howard S
September 2015

Re: location targeting and competing keywords

Top Contributor
# 5
Top Contributor

As for your new question; the answer; generally speaking ; is NO. If you target different Geo locations the KWs do NOT compete.
However; Geo targeting is not perfect: if the 2 zip codes are close, you might find your ad shown for users physically present in the "other" zip code ( since the system mistakenly assigned the user to the wrong Geo area.)

 

-Moshe

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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View solution in original post

Marked as Best Answer.
Solution
Accepted by topic author Howard S
September 2015

Re: location targeting and competing keywords

Top Contributor
# 7
Top Contributor
Correct! Exclusion is intended to "exclude" users in an area within a bigger region. For example: you target a state and you want to exclude a city within this state. If you target a region, the "surrounding" regions are excluded by default.
Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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View solution in original post

Re: location targeting and competing keywords

Top Contributor
# 2
Top Contributor

Hello Howard;

At some point I lost track on the details you provided; -  but the principles remains;

If this is a big city - targeting it by intent (including the city name in the keyword) is a redundancy - this is probably what is happening to you.

Only if you are targeting a small town or a suburb it is recommended to target it by intent,

 

-Moshe

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Re: location targeting and competing keywords

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭
I apologize for the babbling set-up that led to the question. I guess my short question is this:

Given two campaigns that share keywords but target different zip codes, do those campaigns' keywords compete with each other?



Re: location targeting and competing keywords

Visitor ✭ ✭ ✭
# 4
Visitor ✭ ✭ ✭
And thank you for the reply, MosheTLV. I appreciate your insight.
Marked as Best Answer.
Solution
Accepted by topic author Howard S
September 2015

Re: location targeting and competing keywords

Top Contributor
# 5
Top Contributor

As for your new question; the answer; generally speaking ; is NO. If you target different Geo locations the KWs do NOT compete.
However; Geo targeting is not perfect: if the 2 zip codes are close, you might find your ad shown for users physically present in the "other" zip code ( since the system mistakenly assigned the user to the wrong Geo area.)

 

-Moshe

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer’

Re: location targeting and competing keywords

Visitor ✭ ✭ ✭
# 6
Visitor ✭ ✭ ✭
Thank you Moshe. That was how I thought it worked.

The other thing I am now considering is whether I even need to have excluded areas to avoid the competing keywords issue. My guess is that exclusions are unnecessary and may actually decrease desired clicks by excluding searchers who are located outside the targeted area but who will use the service in the targeted area.

For example, the person lives in Town A (which is targeted and where services would be rendered) but works in Town B (which is excluded). Clearly, if they are at their workplace in Town B want to find services for their home in Town A, I want to reach them.
Marked as Best Answer.
Solution
Accepted by topic author Howard S
September 2015

Re: location targeting and competing keywords

Top Contributor
# 7
Top Contributor
Correct! Exclusion is intended to "exclude" users in an area within a bigger region. For example: you target a state and you want to exclude a city within this state. If you target a region, the "surrounding" regions are excluded by default.
Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Re: location targeting and competing keywords

[ Edited ]
Visitor ✭ ✭ ✭
# 8
Visitor ✭ ✭ ✭

Ahhhh...Moshe, you've been more helpful for this headache than four Advil with a Jack Daniel's chaser (which I have never done, though I know those who have).

Thank you again for your invaluable help. I am glad you are a part of the AdWords community.

Re: location targeting and competing keywords

Top Contributor
# 9
Top Contributor

LOL; Smiley Happy  I'm glad we can help. Do come back and let us know how your campaign performs.

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer’