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Quality Score - is site's geolocation included in 'other factors'?
Quality Score, SEM, geo-location
mattieo




msg:3676465
 5:21 am on Jun 17, 2008 (gmt 0)

Hello there.

I had a question from a client which goes like this:

They're an IT company with three offices in Australia, Sydney (NSW), Melbourne (VIC) and Brisbane (QLD).

They wanted to know if they had three websites with IP that geo-resolved to Brisbane, Melbourne, and Sydney (by housing the sites in data centres in Bris, Melb and Syd), if that would influence their ad's rankings positively (and their quality score) in those regions for geo-specific keywords.

For example, this client's web server is a data centre in Sydney. But if I'm a customer in Brisbane (with a Brisbane IP) does Google favour ads for websites with Brisbane IPs (assuming all other factors like content etc are equal?) Further, does this effect get magnified if I geo-target the campaign to Brisbane?

Outside of SEM, I've seen massive responses to unpaid traffic for sites moving from outside of Oz back to Oz for queries running on Google Oz, but I haven't done any studies on the impact on paid keywords...

Has anyone experienced changes based on the geographic location of their webservers for SEM work? In particular, has anyone seen any changes for interstate changes?

Thanks in advance!
M.

 

briggidere




msg:3676469
 5:54 am on Jun 17, 2008 (gmt 0)

I know if you host the site out of the country you target it can have an effect in the organic serps, but I'm not sure about AdWords to be honest.

It's an interesting question though. I doubt it would be regionally specific though. You get assigned your quality score by the AdWords bot that trawls your campaign, but thats not to say that behind the scenes they aren't taking the users search query & ip location to work it out.

Remember, "other relevancy factors" is mentioned in the formulas so this could be one that's in there. Though I would doubt the dial would be turned up much if it is in there.

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