Refine your location targeting

Improve your ad performance by location, and focus more of your online advertising efforts in regions where your business is most successful.

Think about your overall advertising goals. Are you interested in more impressions? Clicks? Conversions? AdWords location targeting allows you to target geographic locations for your ads to appear, but it can also be used as an optimization tool to help you increase your return on investment (ROI). Whether you're advertising to an entire country or just a few cities, you can use AdWords geographic data to analyze your campaigns by market and make improvements.

We've listed some handy tips below to help you get started.

View performance by location

You can use your geographic performance data to confirm that your ads are appearing in certain locations, as well as compare how your ads are performing in different locations. Use this information to pinpoint the areas that you'd like to focus on, and check out the tips in this list to help you make your ads more effective in each area.

Example

You have a campaign that targets the entire country of Japan, but you're located in a different country. By viewing your geographic performance data, you confirm that your ads are getting impressions in cities throughout Japan. Also, you find that your ads do better in Tokyo and Kyoto, so you decide to come up with a new advertising strategy that targets those areas.

Assign more or less of your budget to certain areas

If your campaign is performing better in certain areas, you may want to run separate campaigns targeted only to the more successful areas.This allows you to increase your keyword bids and budgets to maximize ad impressions in high-performing cities. Likewise, consider creating a separate campaign that targets areas outside of your top-performing cities. You may want to use the same keywords as your other campaigns, but set lower keyword bids.

Example

You've been targeting the entire United States in your snorkeling equipment ad campaign, but you sell most of your snorkeling equipment to customers in Hawaii. You create a separate campaign targeting only Hawaii so you can easily see how your campaign performs in that state, and adjust your budget.

Write ad text that stands out in certain geographic areas

Highlight unique selling points of your business, such as certain products or services that are more likely to interest customers in those areas. You can also offer promotions available only to certain areas.

Example

You find that your online clothing store sells the most red mittens to people in the state of Minnesota. To attract customers in Minnesota, you create an ad targeted to Minnesota customers that promotes your red mittens.

Use location-specific landing pages

If you have different landing pages on your website for each region that you serve, send customers to the landing page most relevant to their geographic areas. That way, they don't have to spend time searching for the information that's relevant to them.

Example

You're a real estate agent and your website has listings for apartments for sale throughout Florida. If a customer is searching for apartments in Miami, you'll want to send them to your landing page with Miami apartments, rather than Orlando apartments.

Use location extensions to highlight your business address

If it's important for your customers to know where your business is located, it can be helpful to add location extensions to your ads. Location extensions merge your business address and phone number seamlessly with your ad text.

If all of the businesses in your location extensions are in the U.S., you can target a radius around your location extensions to show ads to people located near your business. With bid multipliers, you can also set different bids for these areas.

Example

Let's say you own a bicycle repair shop in downtown Chicago. With location extensions, a customer near your store who searches for bicycle repair shops can see your ad, along with your full address and phone number -- and head your way with his flat tire.

Exclude regions that don't perform well

If you're consistently getting clicks with a low conversion rate from certain regions, or clicks from regions where you don't want your ads to show, consider excluding the regions from your targeting.

Example

If you've been targeting the entire United States, but you find that clicks from Wyoming aren't converting well for your business, you can exclude Wyoming to avoid showing your ads in that state.