Reach Customers Near Your Location Extensions With AdWords - Google Best Practices Video Lecture | Drive Offline Sales with Online Ads - Google Best Practices - Marketing

Hi everyone, and welcome to our video series
on driving store sales with AdWords. My name
is Antony Ho and I am a product marketing
manager at Google focusing on AdWords' Best
Practices.
In this video you're going to learn how to
use location extensions to better target your
ads to folks searching for you nearby. We'll
cover how to determine a radius to target
that makes sense for your business, then we'll
figure out what's the best bid adjustment
for that radius. If you haven't already done
so, be sure to watch our video on how to set
up location extensions for your ads.
Say that you've got a campaign that targets
the entire nation for your website. You find
that folks who are searching close to your
stores are more likely to pay you a visit
and convert there. What can you do to improve
the chances that your ad will appear for those
searching close by? This involves taking two
steps. Step one, figure out the optimal radius
to target around each of your location extensions.
Be sure to consider things like service area
limits that you might have for your business.
Another option is to take a look at what's
called The Distance Report for your location
extensions. You can find the report under
the Dimensions tab, just click View By Distance.
The report tells you how your ads perform
by the distance a customer was from your business
when he or she saw your ad. You can start
off by targeting a broader radius and then
refining based on what you see in this report.
On a side note, be careful of targeting too
narrowly. This can significantly reduce the
number of impressions that your ads are eligible
to receive. That's because when it comes to
geographic targeting, AdWords requires a very
specific geographic criteria be met before
showing your ads. Remember to give your ads
some breathing room.
Now that you've defined your radius, let's
go on to step two, determining how to adjust
your bids. You want to increase your bids
based on the high performance you observe
within the radius that you have just set.
But say that you find performance varies
by different distances from your store. What
you can do with this information is add more
than one radius and apply different adjustments
for each of them. Say you find that shoppers
located ten miles from your business are 25%
more likely to make a purchase, while those
within one mile are 50% more likely to buy.
First, let's create a one mile radius, and
then a ten mile radius to target.
Go to the Campaigns tab, click the name of
the campaign you wish to edit, click the Settings
tab, click Edit next to Locations, and then
Advance Search. Go to Radius Targeting and
in the search box, enter the address of the
location you'd like to use for the center
of the radius. Let's add the one mile radius
first. Click Search to locate where you'd
like to target on the map. Then check the
map on the left to make sure it's correct.
Now, click Add. Let's do the same thing for
the ten mile radius. Then click Done and Save.
Now, let's set your bid adjustments for each
radius. You can use a location bid adjustment
of 25% on searches that happen within ten
miles of your location. Then you can add another
location bid adjustment of 50% on searches
that happen within one mile of your location.
I encourage you to take another look at the
distance report to help determine what the
appropriate tiers are. Look for things like
major changes to your conversion rates as
distance changes.
Now, to recap. Use the Distance Report to
find the best radius to target around your
location extensions. Refer to the performance
data in that report to help you determine
those bid adjustments, and then finally, create
more than one radius and set different bid
adjustments for each of them should performance
vary by distance from your location extensions.
Thanks for watching, and tune in to the rest
of our video series on driving store sales
with AdWords.