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Campaign targeted by language, what about country?

 12:39 pm on Oct 19, 2008 (gmt 0)

it's several years that I'm targeting my campaigns by language (the same of my ad creatives and landing pages, of course), I set "all countries" for the country targeting.

Few days ago my google rep said it's bad; he suggested to keep only few countries (the most relevants) and avoid keeping the others because they affect negatively quality score.

I'm not really convinced that keeping "all countries" could negatively affect the quality score.

I'm speaking about european languages (spanish, italian, french, german...) and not english that is much widely used.

What do you suggest?



 2:14 pm on Oct 19, 2008 (gmt 0)

I'm not really convinced that keeping "all countries" could negatively affect the quality score.

Hi black - I'd duplicate your campaigns (should be fairly painless with Editor) and test targeting different countries to gauge the performance difference. If the skew is heavily weighted towards a handful of countries or if there's no discernible difference in the performance of each, then you've proven your hypothesis. My guess, though, is that you'll not only find compelling enough performance differences to keep targeting them separately, but that you find enough fascinating learnings that you begin customizing your marketing messages and landing pages for each group, as well!

Good luck!


 7:02 pm on Oct 19, 2008 (gmt 0)

at the moment I've done this for a couple of campaigns and I've not found differences in terms of "better quality score". The only differences are about impressions volumes, average positions and different cpc. Splitting campaign in 2 has gave to each part better result.

I've not so much data to prove this with 100% reliability, so I'd like to share your thoughts.

thank you!


 4:58 am on Oct 20, 2008 (gmt 0)

"better quality score"

Well, in theory, the better Quality Score should come if you identify poor performing segments - in, say, keyword or ad CTR and isolate the under-performing from the performing audience.

If they're not substantially different - the benefit might not be so much in Quality Score but more in your ability to address the lower positioned campaigns with a customized bidding strategy. It sounds like your re-org has already netted some interesting information!


 2:47 pm on Nov 1, 2008 (gmt 0)

after about 10 days of tests I've not noticed any difference between the duplicate campaigns :)

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