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More Advertiser Controls, Please

Google’s geotargeting controls have really improved over the years, which makes for a more targeted user experience as well as easier set-up for advertisers. Namely, advertisers can now pick among several options in Google’s settings, to geotarget the right users:
  • People in, searching for, or viewing pages about my targeted location
  • People in my targeted location
  • People searching for or viewing pages about my targeted location
And, advertisers can now add multiple locations in bulk, which can be a huge time-saver.

Massive Accounts

However, one headache with geotargeting is the need for duplication to achieve certain advertising objectives. To be thorough in a geotargeted build, ads are often launched for each targeted location, which can mean exponential growth of account sizes. While Google has opened up its limits to accommodate this type of scenario, massive accounts become cumbersome when maneuvering through the user-interface or AdWords Editor, which becomes slow to ‘get recent changes’, to push changes through, and in its search functionality.

Ad Copy Customization

But, as it stands, duplication is necessary for customizing copy by location -- though the nifty location insertion option, (which will dynamically include store locations in the ad copy) can help get-around this for some local advertisers. To take advantage of location insertion, an advertiser must first enable location extensions, which requires inputting their locations into AdWords, or integrating the AdWords account with a Google Places account. As such, online-only companies are not able to take advantage of this Google offering.  So, if a business is just interested in targeting for delivery purposes: demographics, weather patterns, catalog circulations, top markets, or other variables, re-launching by location is still needed for custom copy-writing. No workaround here, for now at least.

Location Bidding Controls, Please

Another reason to re-launch for each location-target is for geo-performance differences. With different keywords, advertisers can bid locations differently, as the data suggests. It would be neat to have the option to launch a local ad once and target all the locations in the settings. Then, advertisers could bake in bid pushes and pulls to a base-line max bid in Google’s system. A thought would be a Google bid modification option that would allow advertisers to select specific locations, and then set a push or pull overlay on the default keyword bid. (It would act as a bid subset/tier to be modified, by location.) So, if New York traffic behaves better than Dallas, TX traffic, advertisers can put in additional pushes to max bid when targeting NY and pull-backs when targeting Dallas.

More Controls, beyond Location Bidding

Another thought, in this same light…it would be nice to have domain bidding controls on the advertisers’ end as well. Having pushes and pulls layered on top of the max bid default would allow advertisers to shuffle funds to spend more on sites likely to convert. As for matchtype, device, and other targeting options, these are probably more manageable at the unique keyword-level, as launching duplicates shouldn’t make an account massive and hard to manage. At RKG, we are taking advantage of device, matchtype, Google.com (rather than network), time of day/day of week, and other differences already. We have adaptive bid management technology to account for these and other conversion-influencing variables.

STOP: Won’t eCPCs Do the Trick?

The enhanced cost-per-click (eCPC) feature in AdWords aims to increase conversions while maintaining or lowering advertisers' cost per conversion.  How does this work? Google’s system tracks click and conversion patterns and compares them to past results. Using this data, Google’s eCPC functionality will increase a max CPC bid by up to 30% when it sees high-converting potential. And, it'll lower a keyword’s max CPC if it determines a conversion is not as likely. The variables included in eCPC adjustments are: “the user's geographic location, browser, operating system; the time of day that the user was searching; specific content present on a Display Network site; and many additional factors.” So, location is already a variable baked into eCPCs, isn’t that good enough? I’d say, no.  First, eCPCs require conversion tracking to be enabled. Not all advertisers are willing to pass along conversion data to Google. And, while eCPCs are a step in the right direction, smart advertisers know more about their business than Google.  Marketers know when seasonal changes are going to happen, when and where a catalog drop is planned, and other marketing objectives that influence the paid search space arena. It would be nice to bake these additional influencers into bidding without having a massive and sluggish account with thousands or millions of duplicated keywords. I’d love to hear your thoughts. Do others see a benefit to additional location and/or domain bidding controls at the advertiser-level?
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