Report on Google Ads geographic location targets

Search Ads 360 can report performance metrics for clicks on paid search ads by targeted geographic area, such as the state of Colorado or a specific postal code. Location reporting enables you to see campaign performance by the location targets that you chose. You can then increase or decrease bids by location to improve your return on investment.

Google Ads location targets include location extensions and proximity targets

Search Ads 360 also reports by location extension with a radius target, such as within 5 miles of your business location, and by proximity target, such as within 2 miles around a university.

A Google Ads location extension with a radius target is very similar to a proximity target. Both can be used to identify an area where you want your ads to display. The difference is that a location extension requires that you first add your business locations to your Google My Business account. Then, you have the option to specify a radius around the business locations to target your ads. Location extensions can also be used to show your local business information, such as the address and phone number, in ads.
To set up a proximity target, you specify the name, address, or latitude and longitude of a specific place such as a university or tourist location, and then specify the radius to show your ads.

 

View metrics for location targets

To report on conversion metrics for Google Ads location targets in Search Ads 360, you are required to enable auto-tagging for your Google Ads accounts.
  1. Navigate to a Google Ads  campaign.
    Steps for navigating to a campaign
    1. In the left navigation panel, click All accounts.
      What if the left navigation pane isn't visible?

    2. Click the navigation bar to display navigation options.

    3. In the Agency list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    4. In the Advertiser list, click on the advertiser that contains the engine account.

    5. In the Account list, click on the engine account that contains the campaign.
    6. In the Campaign list, click on the campaign.

    7. Click Apply or press the Enter key.

    Search Ads 360 displays the campaign page.

  2. Click the Targets ▾  tab, and then click Location targets.
  3. Click the Campaign location targets tab.
    The reporting table lists clicks and conversion metrics since August 25, 2015 for each location target. 

    If Search Ads 360 is using a conversion goal or bid strategy to set location target bid adjustments, the Bid adjustment % column shows the bid adjustment. If Search Ads 360 is using the campaign's goal or bid strategy to only recommend bid adjustments, the recommendation is shown in the Recommended bid adjustment % column.
     

Explanation of location target data discrepancies in Search Ads 360 and Google Ads

You may notice some small differences between the metrics reported for specific location targets in Search Ads 360 and in Google Ads. The differences are expected and may be caused by the following:

  • Targets not yet synced. Some location targets that were created in Google Ads haven't been synced in Search Ads 360.
  • Unsupported locations. Currently, location targets in Search Ads 360 include only geographic areas, location extensions with a radius target, and proximity targets. Google Ads location of interest and location by income targets aren't yet supported in Search Ads 360. Sign in to Google Ads to report on unsupported targets.

    Metrics for unsupported location targets are included in the Other locations total in Search Ads 360.
  • The Other locations total in Search Ads 360 also includes metrics for any locations that have been removed as reported in the Total-other locations row in Google Ads. 

 

Location targets and geographic location of presence reports are different

The list of location targets and the geographic location of presence report on different types of location metrics. Location targets exist because you set them for a campaign and specify a bid adjustment. You create a geographic location of presence report when you dimension or segment a report by geographic location type such as province, airport, or university. The geographic location of presence report identifies the location of the person who clicked the ad based on the geographic area types defined in Google Ads.

You can use a location of presence report to see where users are clicking your ads. Then, add location targets and set a bid adjustment to better target those areas where your ads are most successful. For example, you segment a report by city and province and discover that Chicago, Illinois and Ontario, CA have better than average ROI. To target the areas for additional ad spend,  you create location targets for them.

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