Location, Location, Location
A setting easily overlooked is your location settings. Where are your adverts targeted? If you are providing a local service – Just in the Wigan area for example, or perhaps a 40 mile radius from your home base, are you advertising across the UK? By default, your ads will be set to show across the United Kingdom.
Google Adwords has great geo-targeting and you can drill down to postcode level targeting if you wanted to. A popular option however, is to show your ads within a certain area only, or perhaps a radius around a particular area.
Some companies I work with operate across the UK, but don’t have agents or a sales rep within a certain area, so there is no point advertising in those areas. In this case, we will target the UK, but then add a ‘negative’ location of where they don’t want to be shown. This means that the budget set is only spent on ads in areas that they can service.
To check your location settings, select the campaign level, go to your settings and drop down the location tab. In here you will be able to see the areas that you are being shown. If it is wrong, now is the best time to adjust. Click the ‘advanced targeting’ to add negative areas or add in radius targeting.
If you wanted to go quite granular with your location targeting, you can add multiple layers of targeting. I.e rather than target ‘Lancashire’, you could pick, Chorley, Preston, Blackburn, Leyland etc. Doing this will allow you to do bid adjustments per area. If you find you are getting more success in Chorley (for example) you could adjust your bids for that area to increase your chances of appearing higher in the search results. The basics of a bid adjustment is that you are telling Google that for any clicks by people in your specific area, or searching for your services in that area, you will pay more for. So for a click in Chorley, you will pay an extra 25% on top of your max keyword bid to make your advert more prominent.