Geographic Performance Report
This report was long overdue, and it is finally here.
Yesterday, Google Announced that it has added a new report to the Adwords report center which is called the Geographic Performance Report. This will give you data on where your clicks are coming from, allowing you to make changes based on the data.
In the past, one had to use Google Analytics to retrieve this data, by filtering the visitors’ based on location and traffic sources.
An example of how useful this data is as follows. Say for example, you run a jewelery store in New York City, so you bid on the keyword Big Apple Jewelry. Since you put in the words “big apple”, you figure that it can even go into a national campaign.
But lo and behold, after using the Geographic Performance campaign you realize that clicks are coming in from Plano, TX! Those clicks are not bringing you any business, so go ahead and change the campaign settings to regional only. You save 25% on click costs, and sales aren’t affected.
Actionable tip: Run a Geographic Performance report on your clicks. If you have conversion tracking installed, and you should, be sure to include conversion data in the columns of the report. If some areas are performing better than others, it may be a wise idea to do regional campaigns and adjust your bids accordingly. It is not uncommon to find that a majority of one’s business comes from only a small portion of the country, and you can focus your budget on those higher performing areas to increase your ROI on your ad spend.