Dave Davis

Increasing Your CTR And Click Quality Through Geotargeting

Improving your CTR is now the single biggest thing you as an advertiser can do to improve your AdWords quality score and reduce your CPC. When it comes to CTR, every little helps. Today, I’m going to show you two very simply things you can do to increase your CTR and as a result, your quality score. The following can be implemented easily and immediately but as with all changes to your PPC account, make sure you test the results. If it doesn’t work for you, revert.

Google has recently announced that you can now tag  your adwords ads with your company address. These are called location extensions. However, many advertisers do NOT want their company address under their ad.  We’ll cover that in another blog post. They are also not available in many countries.

Instead, we’re going to use regional targeting to add the County, City or State of the SEARCHER to the bottom of your ad. When the person that’s performing the search sees their OWN City, State or County below their ad they not only see a word they can relate to but an ad that’s a little different to most (if not all) of the other ads on the page. This has an immediate and sometimes astonishing impact on click through rates.

Us City And State Location Targeting

To achieve this we simply need to get a little more granular with our regional targeting in AdWords. It’s really quite simple. Instead of targeting a whole country like the US or Ireland, select “target specific locations within a single country or territories” and select EVERY STATE . You could even select every metropolitan area or even every city to have THOSE show up below the ad.

Likewise, Instead of targeting the whole country of The Republic Of Ireland, select “target specific locations within a single country or territories” and select all 26 Counties in The Republic instead. If you are based in Dublin for example, using this method, a searcher from Cork would see the word “Cork” below your ad.

Us City And State Location Targeting

That’s it! Simply update/upload your campaign, wait a few minute and when someone performs a search from any location that you are now targeting, their city, metro area, State or County will show up below the ad. We have found that in 100% of cases for both us and our clients, combined with gradual CTR increases this has improved our CTR significantly. CTR being the single biggest factor that you as an advertiser can influence towards your quality score, improving CTR is a no-brainer.

Republic Of Ireland Location Targeting

While it’s not possible to auto rotate these ads in the same campaign, we had to try and replicate that for this test. We spread it out over a month (yea, low volume) alternating the days that each campaign was enabled. So each ad got the same share of days of the week, times of the day etc. The big drawback here is actual demand for the “product” on any specific day may have skewed the results slightly but I think we got a pretty accurate result that is in line with what we have seen with all our other campaigns.You will notice that the CTR is almost 100% greater and the cost is 100% less.

An increase in relevant CTR (No bounce/back rate) is an effective increase in that keywords quality score.

On the subject, to remove the location from below your ad (I have no idea why you would want to), you can target a specific geographic area using customized targeting.  Many thanks to Richard at Apogee for teaching me something new and keeping me on my toes over on the official AdWords help forum.

So there you have it. A simple, yet effective way to improve your quality score without much effort. What other ways have you found to increase the quality score of your keywords?

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About The Author: Dave Davis is the managing director and founder of RedFly Marketing, a full service search marketing agency based in Dublin, Ireland. Dave's thoughts on search engine marketing from a European perspective can be found on the Redfly Search Marketing Blog.