Auto-generate location targets
About 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. For example, 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.
DoubleClick Search automatically generates the additional location targets and then manages them by examining the performance and optionally setting and changing the bid adjustments for the adapted location targets.
For example, you have a campaign that targets France, but not specific areas of the country. After you turn on adaptive location targeting, DS creates Paris and Nice location targets within the country of France 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
- 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 automatically 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) that is applied to the campaign. DS uses the campaign's goal or bid strategy's goal to adapt the location targets in a campaign.
Note that 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.
Google Analytics goals can't be used to optimize location targets.
- Optional but recommended step: Select location target bid adjustment 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.
In addition to turning on adaptive location targeting, DS also requires that auto-tagging is enabled and that the campaign has a minimum of about 32 days of performance history to auto-generate location targets. To verify that a campaign has a sufficient amount of performance history:
- 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.