Viewing Location Reports in Google Ads

Isaac Rudansky
A free video tutorial from Isaac Rudansky
Certified Google AdWords Pro |Co-founder of AdVenture Media
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English [Auto] How to google ads fans and welcome back in this lecture I'm going to show you how to go into Google ads and pull ups and location reports because if you want to now make big adjustments and make your spend more efficient across different geographical locations you need to know how to assess how different locations are performing whether you should increase bids decrease potentially totally exclude certain locations. And there's a lot of things to think about. So let's go ahead and jump in here into the computer. So here we are back in a live Google Ads dashboard of a client that has generated 28 33 rather $33 billion in conversion value over the last few months. And we want to see let's say how some different locations are performing. So from the campaigns tab you can be under search campaigns in the primary part and the primary vertical navigation on the left you can be under search campaigns display campaigns or shopping campaigns and you could analyze your geographic results and any of those levels in the menu. But I'm just looking at all campaigns here for starters to get a broad overview overview of the entire county and that's what I would typically do if I'm auditing an account. And a lot more on that when we get into the section of this course that talks about Autard being an account that has historic data at. So we're gonna go over to locations here it's under settings in the in the secondary vertical menu I don't know if that's what it's called but that's what I call it. And they're going to click on locations. This pulls up a basic locations report. Now I can sort these columns by clicks by cost by impressions and I'm seeing all these different states that have been getting has been getting activity. So I'm seeing California and it's breaking it down by campaign here so I just I'm seeing California twice because there's a shopping campaign in a different shopping campaign that is both getting a lot of activity in California so we could see here that California is getting the most amount of traffic right now. Most amount of traffic is not necessarily the key indicator of success of a campaign and typically isn't usually a conversion rate or it's it's profit it's return on ad spend it sort of depends on what your specific business goal at the time is. And of course we're going to look at conversion rate if you look at profit you can look at it it's going to look at conversion value which is revenue you must make sure that your conversion tracking is set up properly. And of course we will have a separate section of this course that specifically deals with installing and configuring and diagnosing your conversion tracking. So anyway so I can see here a breakdown of all the different things that are going on. So I could say okay California is doing really well and has a 7.9 percent conversion rate for this campaign and I might want to make a big adjustment right so if I say 7.9 percent is a little bit below the overall average of the account right but it's still performing at a conversion value divided by costs that I that I like which is of value our cost is your return and that's been we'll talk about that again in the future. I know I am I'm always saying we're going to talk about that in another lecture. It's true that we really will. But of course once we're getting into a live account there's so many different concepts that are really overlapping. But if I say I want to I want to bid more aggressively than I'm bidding in that campaign. So in that campaign I have bids for every single product. Now I want to do something on top of that. I want to say where if I have this AMG shopping bid LP stands for low party if that campaign has a product in it or a product group or an aggregate that has a $3 bid I want to make a adjustment of 20 percent let's say. So I'll be bidding extra 60 cents on that bit so I'll be bidding a maximum of three dollars and sixty cents. I want to be more aggressive in that location I could simply click Edit and increase my bid by 30 percent. Right so it tells me a $10 bid becomes a $3000 bid. And that's just an example that doesn't necessarily mean that my account has $10 bids and you'll see those same messages in your account those are just templates. Now I have a 30 percent adjustment which is acting on top of the bids I have in my campaigns that are this location report is referencing. OK. I'm going to remove that if I click into a bet if I click into it again and I just go to zero and I click save that there will be no bid adjustment and it's and it's as if it was deleted. Right. I could also select a number of bid adjustments that I have here let's say I had but it just means I have a big adjustment in Florida. I could click Edit and I could remove those judgments or I could change the bid adjustments in bulk. So if I wanted to have all these three locations have a negative 5 percent bid adjustment Let's say I would click net decrease 5 percent click Apply and I'll have a negative 5% frontiersmen over there. So right so I could go back and Slocombe them again and just remove the adjustments remove three locations now removing those three locations is not going to really doesn't mean remove the three locations. It's just going to remove the bit it just means that I have set up those locations and then go back to Florida and increase it by 10 percent again and click save on the individual level so you see it's pretty easy to set up these adjustments. The hard part is understanding when you should be setting up those adjustments. The harder part is knowing when you actually should be making the adjustments and how much of a big adjustment you should be making. And we'll get to that when we talk about formulas for calculating what the appropriate Max CPC bid should be. And remember you can always reference back to our calculator that we talked about to get a sense of what your maximum CPC should be at any given time. We're looking here at a targeted location port if I go to excluded on the top I'm going to see a list of all the locations that we've excluded and you notice that there's no area forbid adjustment here because these are totally excluded locations. If I get a geographic report we can start seeing some really cool stuff. So first I want to click on geographic report and I see a bunch of states and looks very similar to my original target report. This is where you really want to come and start drilling down to see specific data. Right now I'm looking at the region level crunches region. So we're looking at a region report now but I can go back and click on this dropdown menu and select any of these other dimensions. So I can go down to look at neighborhood bar row. If it's close to an airport municipality county congressional district right there's all sorts of really interesting things that I could look at. I could also just click on all countries above and I'm looking at a much higher level of our country so you can see in this campaign almost all of the traffic is coming from the United States. Right. And some other countries have a few different impressions here and there and there are reasons why that could happen. But it's so small that we would ignore it. I wouldn't be bothered by showing you know 30 impressions over the course of six months in Canada. We're dealing with millions of impressions 17 million impressions right in the United States. You might be wondering why you're seeing two separate location items for the United States. Well one is called location of interest. One is physical location and it's very simple with those two things mean physical location means that the user was actually in that location. Whatever location is here on the left when the ad was triggered. So when they clicked and that when the oppression happened the click happened. They were physically in the United States and of course we see far more impressions and clicks or people who are in the United States location of interest means it could be somebody from out of the U.S. was expressing interest in furniture stores in the U.S. or online sofas in the U.S. Somehow they added that to their search term they might have used a the name of a state the name of the city when they were searching. And Google determined that we wanted to show them an ad based on the fact that they were expressing interest in our target location. And then the next minute she would have to to modify those rules how we will treat that we see here a minuscule percentage of traffic coming from location of interests. If I want to now drill further back into let's go back to region because that's really where it's good to be helpful for me in this account to start making decisions based on location data. I'm simply going to click United States and select region or states. Let's go ahead click state and now I'll be back in the state view that we were looking at previously. Actually we were looking at Region but it's similar. You'll also notice that we're not seeing the ability to modify bids over here because this is just a location report meant to assess how my campaigns are performing. So if I want to if your client asks Do you want to know where am I getting the most clicks from. So you go into your state or your location if you want to go into zip codes fine. And you sort by clicks I see we're getting the most California the next in New York so I start getting a sense of how this campaign is reforming where my spending the most usually where getting the most clicks. California New York where is my conversion rate the highest. Ok now I'm going to sort my conversion rate and I'm probably going to see some anomalies. Right. We have to talk about anomalies. So exactly. Here's a beautiful example of a of an anomaly. Vermont has a 253 percent conversion rate which obviously doesn't make much sense how you could have a 100 percent conversion rate. There are reasons why that could happen. Google could backout certain load certain conversions of same person convert twice through one Clix all see three clicks but potentially seven conversions depending on how you set up your counting of a conversion in Google ads. But it's an anomaly so we can't assume that you know most and it's such a such low volume that making optimizations for Vermont doesn't really help me much as we move down into Mississippi Mississippi has a 37 percent conversion rate. Again very low amount of conversions very low amount of clicks to really know. But I'm seeing California has a 20 percent conversion rate and this is really significant this is actual real data now. OK. I want to start doing some things in California to make to see if I can capture more of that market share. So I might now return back into my targeted tab find California and I could and I could filter by all Campings that I have Californian to remember that this is a campaign overview report so if I just increase my bid in California here I might not but I'm not going to be increasing my bid in. All campaigns that are targeting California. I have a bunch of different campaigns in this account so it might look different for you. So you can actually filter from this report all targeted locations that include California but there's a pretty simple workaround. I want to first make sure I have all of my locations showing up on this page and scroll to the bottom and I see that I have 100 out of 243 so I'm going to click to show five hundred rows and then I'm going to do a simple command fine or control fine on Windows and type in California and I'll have highlighted all of the targeted locations that have California. I'm going to select select and go down up here selected again and select two more. And I think we got them all. Is there one more. Looks like we got them all. OK. So now all I need to do is edit change the adjustments and say I'm going to increase my bid 15 percent. Now of course I know that 15 percent makes sense for us in this case because I know what our max CPC bids are for California already. So I'm able to say that that plus 15 percent will still keep me in the range of profitability because I know that I have an above average conversion rate for that targeted location and that sort of formula applies in any area you're making it just and if we're making a big adjustment for gender for men versus male male or female or anything else you want to use these formulas based on what your maxi policy bit is what your conversion rate is and what your profit is for that location or for that demographic or for that whatever that I mention is that you're increasing or decreasing the bids on. OK. Now that I have that done a good de-selected. And that's basically how to start getting interesting Geographic reports. Just go back and one more time. I also look at per store reports if you have multiple locations we don't have that in this case. I can look at a user location report which is the same thing as the Jew Geographic report but it just focuses on where they use a location where the user actually was when they clicked an ad. When you go back into the geographic report remember you could always switch between campaign and location view if I toggle into campaign view. Google Ads will show me a few more columns by default. Like with that bit adjustment is for that area. Again it's not editable from here but you could see it and you can see which campaign it's referencing. So I like to go back into I typically look at location of you I just like it better it's it's cleaner and I'm mainly looking for how overall locations are performing. I'm not necessarily looking at it always at the campaign level but when you are looking at it for the campaign level and you should do that analysis as well. Then you'll toggle it into the campaign view and again use these different dropdown menus to go even further into your data. So if I go into city hunters take a look at what that might might look like in the report and then we'll wrap up because I don't need to go to every single one. Like I said every single one of your campaigns are going to be different how your targeted campaigns are going to be different if you will. If your campaigns are only being targeted to a specific state or a specific location or a radius targeting then you're going to want to always look at let's say postal codes within that or neighborhoods within that. Right. So over here I'm looking at cities and of course if I swear by clicks we're going to have a lot more data to go through and you could download this news report and play with them in Excel as well. Any report you see in Google ads is downloadable. If I scroll to the bottom here real fast I'll see that I have 24000 364 locations. That's quite a bit of information to run through. And for an accounting like this that's spending this amount of money. It doesn't make any sense for me to be wasting time analyzing by city level. That's another thing that you have to remember as you're optimizing these campaigns in the age of the amount of data that we have is that it's very very easy to get overwhelmed by data that's irrelevant. So will I maybe find some interesting trend in a specific city. Yeah but and that like with your if you're getting your account you know if you're pitching your account to an agency or somebody is telling you that they can make your computer because they say oh look I'm in Dallas it's a half a percent better conversion rate we should. Yes but it's not practical to optimize a campaign that way. You're going to get bogged down in Minooka and you're not going to have time to do the things that are much more important it's much much more important to be spending your time optimizing across a range of dimensions in a Google ads account. You need new keywords negative keywords need to be changing your bit. You need to be AB testing your ad copy and working on Kwan's when you've been doing affinity audiences and remarketing audiences. There's a lot to do. So when it comes to location optimizations look at the highest level that you think make sense over to callant this will be at the state level for most accounts servicing the country will be a state level if you're looking with if you're only targeting within a small cation or radius targeting then of course drill down the next level below. So I always recommend going the next reasonable level below and take a look at your data and if you want to quickly just quickly just to wrap up if you want to download data into Excel you click the download button. You can download whatever port you're looking at in an excel file and you can have fun with your pivot tables and we're go into an Excel as you talked about quality score and keyword thematic groups of keywords and a lot of lot of exciting stuff to talk about. And that's Letcher we're going to talk about the advanced location targeting settings for exclusions and targeting. It's worthwhile to really understand that because they can make a big impact on where your ads actually show up and who sees them. So on that note I do look very much forward to seeing you guys soon in the very next lecture.