I was wondering if anyone has targeted to the DMA region? If you have is there a benefit?
The reason I am asking is back in April I took over an account and have been cleaning it up since. Well I noticed that one of my campaigns wasn't recieving much traffic and it is a fairly popular topic. So I started to do a little digging and saw that it was targeting Jackson, MS DMA Region. I have researched it and I am not seeing what a benefit might be other than I guess remarketing? So I switched the targeting just to see if I see an increase in traffic. I was just wondering if anyone has used this method and have they had any success with it?
Re: DMA Targeting
We have been doing extensive Metro targeting in recent years. Reason was not that we expected to experience any benefits but because that's how we could cover a geographic region the potential clients were in. A short time ago Google retired Metro targeting and introduced DMAs instead. The difference in terms of geography is very small and I assume reason for the change was to get more aligned with current marketing trends.
Targeting Metros (or DMAs) has one definite advantage over targeting multiple cities: traffic. Based on our experience the fewer the entries in the geo-target of the campaign, the higher the traffic Google can deliver. (In scnarios where you're covering the same territory: either by one DMA or by multiple cities.) Therefore whenever it's possible you're advised to cover a larger geo-unit, the algorithms are less suited to work with mosaic type geo-coverage. (E.g. it pays to cover a US State versus all the counties in it.)
Re: DMA Targeting
Re: DMA Targeting[ Edited ]
August 2012 - last edited August 2012
First: It's cleaner targeting.
Second: Cleaner targeting is valued by Google and will result in higher traffic.
The second statement is not a logical consequence of the first one. It's something caused by how the AdWords algorithms currently work hence it may undergo changes in the future.