Google's recommended work-around

for Geo-targeting's IP address problems

[ztalk112]

As I understand it, the key advantage of regional geo-targeting is that by establishing a search user's physical location via his IP address, Google can serve him relevant ads even though he may not specify location in the search query.

An example might be a San Francisco resident who really wants to find a local dating service, but searches using the generic keyword 'dating service' without a location qualifier.

It means an advertiser who sets up a local campaign targeting San Francisco, can advertise on the keyword 'dating service' secure in the knowledge that his ad won't be displayed to people from outside San Francisco who are also searching on that phrase.

And that's obviously important because it means he can customize his ad to the local audience.

However, as is widely known, there are a number of fish-hooks associated with using IP addresses to establish the user's location.

The Learning Center screencast at [services.google.com ] refers.

In segment 9, the presentation discusses how some search users can't be targeted with regional campaign because Google can't accurately establish their physical location.

In segment 10, they suggest creating parallel nationally targeted campaigns as a work-around to overcome the problems associated with using IP addresses discussed in the previous segment.

Quote from segment 10 . . . "By creating a national campaign that uses specific keywords for San Francisco, Google will automatically show ads that are targeted to users in San Francisco"

Huh?

If they can't establish that a user is in San Francisco for a regionally targeted campaign, how is it that they can do it for a nationally targeted campaign?

Or are they really try to say that by using location specific keywords (eg 'San Francisco dating service') they can at least pick up those users who search on 'San Francisco dating service'?

And if that's the case, how is creating a parallel national campaign better than using those same location specific keywords in the regionally campaign?

Can someone clear this up for me?

Thanks in anticipation :-)

[strike1]

this is how their geo targeting works with an example:

Step 1- Can query be parsed for location? If yes go to Step 3
Step 2- Can the IP be resolved to a location? (ip addresses like those from AOL are flaged to return nulls) If no go to Step 4
Step 3- Geo Signal is sent to google.
Step 4- Keyword is sent to google.

Two Campaigns- One Nationally Targeted and one GeoTargeted to Irvine.

search term "irvine doctor"

Step 1- Yes - Irvine
Step 3- Irvine
Step 4- irvine dentist

In this Scenario a GeoTargeted Campaign to Irvine trumps a National Campaign.

search term "doctor" searched from a irvine location

Step 1- no
Step 2- Yes - Irvine
Step 3- Irvine
Step 4- doctor

In this Scenario a GeoTargeted Campaign to Irvine trumps a National Campaign.

search term "doctor" searched from a L.A. location

Step 1- no
Step 2- Yes - L.A.
Step 3- L.A.
Step 4- doctor

In this Scenario a National Campaign to Irvine trumps a GeoTargeted Campaign because your GeoTargeted campaign is only targeting Irvine.

The reason behind doing a geo targeted campaign is your AvgCPC will tend to drop as your audience is more niche but the ability to use broader terms actually increases your volume (in theory).

[ztalk112]

Thanks so much for your reply . . . however you lost me at the last hurdle:

search term "doctor" searched from a L.A. location

Step 1- no
Step 2- Yes - L.A.
Step 3- L.A.
Step 4- doctor

In this Scenario a National Campaign to Irvine trumps a GeoTargeted Campaign because your GeoTargeted campaign is only targeting Irvine.

The Google recommended work-around is that the geo-targeting Irvine advertiser should create an additional national campaign using location specifc keywords . . . eg 'irvine doctor'.

So I'm confused by your reference to the search term "doctor" searched from L.A.

Care to clarify?

TIA :)