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How to set up geo targeting in Google AdWords via a feed geodatabase?

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

How to set up geo targeting in Google AdWords via a feed geodatabase?

 

This article describes an approach to setting up location targeting, which effectively used in combination with "standard". 

 

Why advertisers must using geo-target feed?

First, the feed contributes to more accurate targeting to certain areas of the territory, and also saves time. When setting up advertising campaigns in Google Advords we are often using a common region or area and that everything would be ready.

 

But, sometimes the question arises: "How can be targeted more specifically at the base of 12,000 clients?". In this case, we can use feed a geodatabase.

Of course, in the targeting settings to specify coverage radius, but in time it will be long even if you have coverage at 50 "objects".

 

How does it work?

Feed more accurately define the coverage of a certain region, which we set up when create contextual advertising. Feed allows advertisers to load the targeting regions with the Excel file.

 

In some niches you can apply this?

I propose to consider the use of feed geodata on the example of different lines of business.

 

  • Industry

For example, an advertiser could have a database of addresses of 9,000 potential customers. Our client is engaged in the sale of valves for pipelines for industrial agro-complexes, petrochemical industry, factories of heavy industry and utility companies.

Accordingly, we can create a feed for each segment of the client base and geo-target it is on their ' main offices, branches, representative offices of the company in a particular region. Thereby reaching a more precise location of potentially interested users.

  • Property

The client is engaged in the sale and rental expensive villas and apartments in Thailand for the premium segment. For example, our objective is to increase the client number of orders for rental villas the next "high" period. Accordingly, we can try to entice the target audience from 5 star hotels to villas and apartments in Thailand (rest there now → probably want to relax there next time), pre-creating a feed data premium hotels and target the ads for the desired area, which is located near a particular hotel.

As an example, you can borrow the hotels ' website booking.com as I did in the example.

 

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  • Taxi service

Imagine a situation that in a resort town in the summer has a large number of beaches. But there is a problem with the transport interchange public transport. We create a feed with the addresses of cafes, hotels and adjacent beaches agencies with relevant text ads, which described the problem and its solution using promoted taxi service.

 

It's also worth considering the scope of those users who, going to the beach, do not take a laptop or PC, and are more likely to see ads on your tablet or mobile device and, therefore, these types of devices set to increase bid adjustments and take into account the availability of the mobile version of the website. Also, you can experiment with different types of ads and campaigns, for example create a campaign "phone number" to encourage users to call and to order.

 

How to set up geo targeting?

Pre-need to prepare a file for download using the following requirements to feed a geodatabase:

1) 1000 lines in one file.

2) must have columns:

  • Country;
  • Postal code;
  • State/Province;
  • City;
  • Address line 1;
  • Address line 2.

 

When your file is ready to download, go to the tab Shared library → business data → Data → Feed targeting.2.png

 

Download the file and apply the changes.

Then, go to the settings of the advertising campaign. Settings → locations → advanced search → location groups → my locations → select the desired feed (previously downloaded) → select coverage in miles or kilometers → add and maintain.

 

 

3.png

  

The location targeting settings in Google Adwords are over. Create feeds on the right segments and test them on the basis of targets that interest you.

 

What results can you get?

I represent to your attention the rollout of an advertising campaign General direction (field: industry) for the period: (1 Apr 2016-21 Feb 2017)
The first will show a summary of the loaded feeds.

 

 

4.png

 

As for feeds with high conversion rate and low cost of conversion, you can set increase bid adjustments, as they have a positive trend.

 

5.png

  

Conclusions from the obtained data:

  • feed geodatabase has almost 3 times greater conversion rate;
  • the feed sets a smaller audience than the General region, but it is a finer tuning to the target audience. This has a positive effect on the efficiency of contextual advertising in Google AdWords.

The location targeting settings in Adwords to help feed geodatabase is over. Create feeds on the right segments and test them based on the targets that interest you.

How to set up geo targeting in Google AdWords via a feed geodatabase?

Explorer ✭ ✭ ☆
# 2
Explorer ✭ ✭ ☆

Hi @Sergey H

 

Location options let you include or exclude people based on where they're likely to be physically located or the places that they're interested in. Advanced advertisers can use these options to limit their ads to appear only for physical locations or locations of interest, rather than using the default setting to show to both types of locations.

Aside from IP addresses,  Device locationSmiley Very Happyepending on a user's location settings use a precise location for advertising, based on one of these sources of location data:

GPS: Accuracy varies depending on GPS signal and connection.
Wifi: Accuracy should be similar to the access range of a typical Wi-Fi router.
Bluetooth: If Bluetooth and/or Bluetooth scanning are enabled on a device, a publicly broadcast Bluetooth signal can provide an accurate indication of location
Google's cell ID (cell tower) location database: Used in the absence of Wi-Fi or GPS. Accuracy is dependent on how many cell towers are located within an area and available data, and some devices don't support cell ID location.

 

Here is more information relating to

your example;

Target Geographical locations Guide

 

-Julia