Location bid adjustments are a Google AdWords feature that allows advertisers to show ads more or less frequently to potential customers in certain geographic areas. For instance, if you are running an AdWords campaign in the United States, you can use location bid adjustments to increase bids automatically for metropolitan areas, specific cities, states, or counties just to name a few of the currently available options. If you are targeting a city, you can set location bid adjustments for some or all of the zip codes to be more competitive in specific parts of town.
How to Set Up Adwords Location Bid Adjustments
Go to your campaign settings and click on “Location”. You will see something called “View location reports” with a drop down menu (see below.) Click on the first option “What triggered your ad (geographic)”.
You can then choose the geographic area you are looking to analyze:
Here is an example of some of the data AdWords provides for cities. If you have conversion tracking set up, you will see the data in this window as well.
Available Metrics for Location Bid Adjustments
Adjusting bids is a great way to get the most out of your budget because it’s automated but can still be somewhat controlled by you. Whether you optimized for clicks, click-through-rate, or conversions, custom bid percentages are always useful.
In case you are wondering what data you will be able to see in the report, here is a brief overview of the most common columns:
- Location type
- Average CPC
- Average CPM
- Average. Position
- View rate
- Average CPV
- Converted clicks
- Cost / converted click
- Click conversion rate
- All conversions
- View-through conversions
- Cost / all conversions
- All conversion rate
- All conversion value
- All conversion value / cost
- Value / all conversions
Depending on how the campaigns are set up and what AdWords features you are using, these columns may differ.
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