Set up AdWords adaptive location targets

About AdWords adaptive location targets

If you've already specified high-level location targets, such as a country or state in a campaign, you can let DoubleClick Search use performance data to automatically create new, focused location targets from your existing geo-location targets. If you've targeted a country, DS might create location targets for some provinces within the country. If you've targeted a state, DS might create location targets for some cities within the state.

For example, suppose you turn on adaptive location targeting in a campaign that targets France, but not specific areas of the country. DS might add Paris and Nice as location targets because DS has determined that the two areas are high performing targets, according to the goal specified for the campaign. 

DS can also set or recommend bid adjustments for the newly targeted geographic areas.

Locations that DoubleClick Search can subdivide

DoubleClick Search can subdivide location targets in the following types of AdWords campaigns:

  • Manual campaigns (including campaigns generated by inventory templates)
  • Shopping campaigns
  • Mobile app install campaigns

Automatic creation of location targets isn't supported for proximity targets.

DoubleClick Search can only create smaller geographic location targets in a campaign that targets at least one large geographic area such as a country, city, state, or province. If you've already set location targets down to the zip codes, DS can't create additional location targets.

After some period of time, if DoubleClick Search finds that it's not maximizing your return on investment with an auto-generated location target, DoubleClick Search will remove the location target.

You can receive an email notification whenever DS creates or removes a location target.

How DoubleClick Search adapts location targets in a campaign

To let DoubleClick Search automatically create location targets, do the following:

  • Choose a goal for the campaign. A campaign's goal can be derived from a campaign's conversion goal or a Smart Bidding strategy (a bid strategy with a conversions or revenue goal). DS uses the goal's conversions and performance history to adapt the location targets in a campaign.

    Only Floodlight activity conversions, a formula column or a custom Floodlight column conversion can be used to adapt and maximize the performance of location targets.
    In a mobile app install campaign, the selected conversions must include offline conversions because DS can only subdivide location targets and set bid adjustments using offline conversions

    Google Analytics goals can't be used to optimize location targets.

  • Optional but recommended step: Select the Location target bid adjustments check box to let DS set the bid adjustments for the location targets that it creates. When adaptive location targeting is combined with automatic location target bid adjustments, DoubleClick Search maximizes your return on investment. 
  • Turn on adaptive location targeting.
    To auto-generate location targets, DS also requires that auto-tagging is enabled and requires a minimum of 32 days of performance history in a campaign. To verify the numbers of days of performance history: 
    1. Navigate to an AdWords account.
    2. Click the Campaigns tab.
    3. Add the Creation time column to the report.
  • Optional. Receive an email approximately twice a day that includes the number of location targets created or removed. The email includes a link to the change history report that lists the actual names of the location targets that have been changed. 

Larger location targets might not be subdivided

DoubleClick Search monitors performance of location targets and will only subdivide targets when the metrics indicate that a location target might positively or negatively impact performance. 

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