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Excluding User Location to Optimize Location Intent Campaigns?

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# 1
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On Campaigns set to target Location Intent only ("People searching for, or who show interest in my targeted location") this would match for potentially anyone in the world including the word "Seattle" in their search if your targeted location was Seattle, WA US.  There's several potential pitfalls in this targeting strategy that I think many don't realize and need to be mitigated.  The one issue I'm most interested in hearing how many people have addressed it and if/how they addressed it is the fact that Ad wording for a user actually located in the Seattle area, might not be the best wording for someone located in Chicago, IL.

 

For example, what if someone had a relative in the Seattle area that died and they needed to arrange funeral services for them but they lived in Chicago.  The person in Chicago is going to want to probably find a place that they can make arrangements online or by phone.  They don't care where the funeral is specifically located or whether they can walk in and browse caskets.  So the ad headline for someone in Chicago might include "Easy Arrangements By Phone or Online"  where as the ad for the user actually located in Seattle (who searched for "Seattle Funeral Homes") might highlight "Conveniently located near Downtown"

 

The problem with Campaign Settings is that you can't match to search intent for location Seattle AND user location Seattle, or match to search intent for location Seattle AND user location {Somewhere else}.  The settings allow for intent only, location only, or either.

 

So you can use the excluded physical location setting, but for that setting you can't specify "any location EXCEPT Seattle" or "All United States, except Seattle"  As far as I can tell, you'd have to use some sort of combination of radius, state, and then even when getting into the state of Washington, use county/zip/city exclusions to exclude all WA state EXCEPT Seattle.

 

This seems very off to me that Google hasn't addressed this and simply allowed the location target to be set to, match to search queries with location intent Seattle, but for only users physically located in these places.

 

1 Expert replyverified_user

Excluding User Location to Optimize Location Intent Campaigns?

Top Contributor
# 2
Top Contributor

Well... The common practice in this scenario, though not optimal, is to set 2 campings (using advanced location settings): one for users who are physically in Seattle and another campaign for users looking for a service in Seattle but are (physically) located outside this location.

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Excluding User Location to Optimize Location Intent Campaigns?

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# 3
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Ya, that sort of works.  If I do this, in the location only campaign, I have additional ad groups with keywords that include the word Seattle in it so essentially can compare location intent results for users in Seattle compared to queries where they were located in Seattle but their query did not show that location intent.

 

The only thing I'm concerned about is that wouldn't this prevent a google places ad (they appear in the left is of businesses on a Google Maps search) from appearing because aren't those location ads you see in maps only triggered off a location intent match?  Adwords sees the match by what area is displayed in the map being within the location intent target.  

 

Excluding User Location to Optimize Location Intent Campaigns?

Top Contributor
# 4
Top Contributor

Location extensions can be shown every time the system recognized  a Geo location: either by the user physically in the location or by intent. 

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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