AdWords Geographic Performance Report
Taking a break from our Content Network Series, I want to show you a quick and easy way that most advertisers can do to save lots of money.
Create a run a Georgraphic Performance Report from the Reports tab.
In the Add & Remove Columns option, be sure that the following checkboxes are selected: Region & Metro, and in the conversion section select all 3 conversion boxes.
Run the report and download it as a CSV file for excel.
Open the report, and create a Pivot Table of the key data.
Here is a screenshot of a client’s campaign in a Pivot Table:
As you can see, Canada had one conversion, bringing the cost per conversion to $290.55. The United States however, had a cost per conversion of $23.75, a lot more manageable.
By pausing Canada, I saved $290 a month, brought my CTR a lot higher, and probably increased my Quality Score and Rank, thereby leading to further savings up the road.
You can do this again and again, narrowing it down by city and region until you are focusing your efforts on the areas that bring in the most business.