How Do You Adjust Bids for Different Locations in Manual CPC Campaigns?

Summary

Adjusting bids for different locations in Manual CPC campaigns involves setting location bid adjustments based on the performance of your ads in different geographical areas. This enables you to optimize your campaign spend by increasing or decreasing bids where necessary to maximize returns. Here's a detailed guide on how to adjust bids by location in Manual CPC campaigns.

Understanding Manual CPC Location Bid Adjustments

Location bid adjustments allow you to control how often your ads appear in certain geographical areas by increasing or decreasing your bids for specific locations. This is especially useful for targeting areas where your products or services perform better or increasing market penetration in high-value regions.

Why Use Location Bid Adjustments?

• Optimize Spend: Focus your budget on high-performing areas and reduce wastage in low-performing locations.
• Increase Visibility: Boost your bid in regions where competition is high to increase ad visibility.
• Target Specific Markets: Tailor your marketing strategy to the needs and preferences of users in different locations.

How to Set Location Bid Adjustments

Step-by-Step Guide

1. Sign in to your Google Ads account.
2. Navigate to the "Campaigns" tab.
3. Select the campaign you wish to adjust.
4. Click on the "Settings" tab.
5. Scroll down to "Locations" and click on it.
6. Select "Advanced location options" to see your current targeted locations.
7. Next to the location you want to adjust, click "Edit" under the "Bid adj." column.
8. Enter the percentage by which you want to increase or decrease your bid, then click "Save."

Best Practices

• Data Analysis: Regularly analyze performance data to identify which locations are most profitable and adjust bids accordingly.
• Incremental Changes: Apply small, incremental adjustments to bids to avoid drastic changes in ad performance or costs.
• Testing: Experiment with different bid adjustments to find the optimal settings for your campaign objectives.

Example of Location Bid Adjustments

Suppose you manage a campaign for a retail chain with stores primarily in urban areas. Your performance data shows that ads in New York city have a higher conversion rate than other locations. You might decide to increase your bid by 20% for New York to capture more traffic. Conversely, if a location like Miami shows lower performance, you may decrease the bid by 10% to minimize spend there.

References

• [Google Ads Help: About location targeting, 2023] Google Support. (2023). "About location targeting." Google Ads Help.
• [WordStream: How to Optimize Google Ads Location Targeting, 2018] WordStream. (2018). "How to Optimize Google Ads Location Targeting." WordStream Blog.
• [Blue Corona: Google Ads Location Targeting Strategies, 2023] Blue Corona. (2023). "Google Ads Location Targeting Strategies." Blue Corona Blog.