AdWords Location Bid Optimization
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This document discusses using location bid modifiers in AdWords to improve returns on ad spend (ROAS). It notes that different neighborhoods have different customer conversion rates, but AdWords treats all clicks from a city equally. Precisely adjusting bids by neighborhood can significantly improve ROAS. The company Predicative offers location bid optimization services, using AdWords location bid adjustments to maximize gains in high-ROI areas and improve overall ROAS by 84% for one client.
AdWords Location Bid Optimization
- 1. Use location bid modifiers to drive big gains in AdWords.
- 2. ≠ “20% of households account for 40% of all consumer spending and spend 3.2 times more than the average household in most categories” — Ipsos The Flaw in Search Marketing: Different customers search using the same keywords. You pay the same cost-per-click for users that convert very differently.
- 3. Revenue per Click $3.50 Revenue per Click $0.25 buy widget The value of a click varies dramatically between neighbourhoods. Its now critical to adjust your bids according to neighborhood value.
- 4. You currently can’t see this local variation in your reporting but every click you buy isn’t worth the price you pay for it. This wasted adspend is significant. $8.00 Revenue per Click Revenue per Click by Neighbourhood
- 5. Predicative is the first advanced geo-analytics platform built for the needs of internet marketing. We provide a critical new capability that brings this hidden opportunity to light.
- 6. Beverly Hills +50% Location bid optimization is a simple concept but a complex execution. Bid more aggressively for high ROI traffic & dominate ad positions where your best customers live.
- 7. Most advertisers who employ location bid optimization only bid cities or states. Bidding large populations the same is rarely effective. -15% Most advertisers use simple location bid strategies that bid a handful of states or cities differently. Bidding millions of households the same way just isn’t effective.
- 8. An effective location bid strategy requires bidding neighbourhoods differently. Every city contains low and high value areas, you can’t bid the entire city the same.
- 9. MISSED OPPORTUNITY AdWords provides 10,000 location bid adjustments per campaign but unlocking this opportunity requires the expertise of a geo-specialist. Predicative is the leader in this area of optimization.
- 10. We use your 10,000 location bid allotment to optimize for growth and ROI. All advertisers, regardless of industry, benefit from this optimization.
- 11. +84% INCREASE IN ROAS Using a ROI focused location bid optimization Predicative was able to improve ROAS by 84% for One Kings Lane. Full case study available on request. OBJECTIVE Improve ROAS
- 12. Implementation is simple and straightforward using the AdWords API. There is nothing to manage & we don’t replace any of your existing bid management tools. We enhance what you are already doing.
- 13. Getting Started: We offer a free AdWords analysis which will reveal how location bid optimization can improve your campaigns. Get our full deck, case studies, pricing & sample report: hello@predicative.com