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State appearing below ad in Australia

ie New South Wales

     
5:14 am on Mar 18, 2005 (gmt 0)

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(I live in Australia)

It's the first time I've seen this. I ran a search for "insurance", and a couple of Awords ads were the same as always (title, two line description, URL), but they had a fifth line:

New South Wales

That's one of the states in Australia. I live in the state of Victoria. The ads are for services that AFAIK are available for all of Australia

I've only seen it once. Has this happened in the USA as well?

5:34 am on Mar 18, 2005 (gmt 0)

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When that appears in the ad it means the advertiser is targeting certain areas instead of the entire country.
5:51 am on Mar 18, 2005 (gmt 0)

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MarkHutch said:

When that appears in the ad it means the advertiser is targeting certain areas instead of the entire country.

If that is true, then:

a) If it is showing in New South Wales, it is a bit redundant telling someone in New South Wales that the ad is intended to be seen by them

b) Why am I seeing New South Wales ads in Victoria?

6:07 am on Mar 19, 2005 (gmt 0)

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I placed an ad specific to Brisbane at one point and it had 'Brisbane' written beside the ad - I didn't put it there.
I assumed it meant 'this ad is only displaying to Brisbane viewers'.
Seemed pretty redundant, for everyone except the Adwords client, but I can't think of another interpretation
6:19 am on Mar 19, 2005 (gmt 0)

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a) If it is showing in New South Wales, it is a bit redundant telling someone in New South Wales that the ad is intended to be seen by them

I couldn't agree with you more. Not sure why Adwords does this, but they do. In the US even cities are handled this way if you select targeting that way.

If I bought a campaign for only New York, LA and Chicago, then those cities will show up under my ads in those cities.

11:33 pm on Mar 20, 2005 (gmt 0)

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Actually, I think people are more inclined to click on your ad if it mentiones their city or state by name. They know for sure it's local and that it applies to them.

Here in Australia, many times when you do a search, especially when looking to buy something, a lot of american results show up too, which really is irrelevant.

Seeing "New South Wales" or "Sydney" displayed I imagine there's a good chance the user will instinctively click on it because it's obviously local. It's the same reason a .com.au address converts better than a standard .com for trying to sell down under. Familiarity.

-V

1:15 pm on Mar 21, 2005 (gmt 0)

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Another explanation could be that Google is not 100% sure that the ad will be served only to the targeted area (and I think in some cases they could not technically be 100% sure).

So maybe they use this "redundant information" as a safety belt, to increase their efficiency for targeting customers.

3:39 pm on Mar 21, 2005 (gmt 0)

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I am getting similar results when searching from the US. I am NYC area and when searching some generic medical terms, it lists the New Jersey and New York below the ad copy for some of the adwords results?
5:55 pm on Mar 21, 2005 (gmt 0)

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When you see the name of a particular city or region under the ads it essentially means that the advertiser has targeted the ad to one or more specific target areas. And the AdWords system is identifying you, as the user, as being located in one of those specific target area.

Here is bit of text quoted from an AdWords Support email on the subject:

The AdWords system displays the name of your target region or city (whichever is most specific) in your regionally-targeted ads to distinguish them from nationally-targeted ads.

Because the name of your region or city is clearly displayed in the ad, users interested in the region know the ad is relevant to them. Conversely, users not interested in the region know not to click on the ad. Therefore, your ads will reach their intended audiences more effectively, and your clickthrough rate (CTR) will be protected from unwanted clicks.

And a link to some info from the FAQ:

Why does the name of a region appear underneath my ad?
[adwords.google.com...]

AWA

10:48 pm on Mar 21, 2005 (gmt 0)

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AWA quoted:

"Conversely, users not interested in the region know not to click on the ad."

So it is also being used as a failsafe mechanism. When a regional targeted ad appears for someone who is not from that region (using IP addresses is not perfect for working out where someone is located), that person knows that the ad isn't for them.

I use the 2nd biggest broadband supplier in Australia (Optus) from Melbourne, VIC. Yet I only see NSW and Sydney ads, even though that state is 500 miles away.

I'm guessing that a lot of regionally-targeted ads in Australia are being broadcast to the wrong states.

11:44 pm on Mar 21, 2005 (gmt 0)

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I use the 2nd biggest broadband supplier in Australia (Optus) from Melbourne, VIC. Yet I only see NSW and Sydney ads, even though that state is 500 miles away.

Robertskelton, although I am not an authority on Australian geography, or ISPs - most likely what this means is that Optus has given you an IP address that identifies you as being in NSW/Sydney.

AWA