When focusing on your website’s location targeting strategy, it is important to consult your data. When targeting users in an ad platform, there are often robust, simple-to-use tools. Alternatively, the prospect of targeting users on site is more difficult than it is in ad platforms.
Last week we reported that Google AdWords updated its location targeting capabilities to include Nielsen DMA (Designated Market Areas) regions to more precisely match TV-based audience data and campaigns. Bing Ads has announced that they are planning to migrate from metro areas to DMA regions as well, and the migration will be complete by the end of October.
Bing Ads says that all advertisers that are using metro areas for its location targeting settings will automatically be migrated to DMA targeting. The network advises advertisers to create a list of metro areas that they are currently targeting and map out corresponding DMA regions. Bing Ads has an available list of DMAs for advertisers to gauge whether there will be an increase or decrease in traffic.
Advertisers have been recommended to closely monitor traffic within the next several weeks to identify if there has been an increase or decrease in clicks. Advertisers may have to adjust campaign budgets accordingly to accommodate for additional traffic. On the other hand, if advertisers are noticing a decrease in clicks, they can target additional DMA regions or cities to stabilize traffic.
Bing Ads has been updating its advertising platform to mirror that of Google AdWords and has made it simpler for advertisers to use its network.
Google recently announced a few changes to its location targeting capabilities for AdWords ads. Location targeting, or geo-targeting, allows advertisers to select specific locations for their ads to be shown and find the right customers. Location targeting can be done by country, areas or states within a country or even a radius around a location.
The search engine has deprecated location targeting by custom shape targeting, which previously allowed advertisers to create multi-point targeting on geography maps. As of September 15th, all custom shapes were deleted and if no change was made to the campaign, leaving no location targets, the campaign was automatically paused. It is recommended that advertisers delete custom shape targets and update the location targets.
In addition, Google recently changed their U.S. metro targeting areas to Nielsen DMA (Designated Market Areas) regions to more precisely match TV-based audience data and campaigns. Google says this update will have a small impact for most advertisers as there will only be slight increases or decreases in traffic in the new regions.
The third change to location targeting within Google AdWords is fitting for an election year as Google has enabled a solution to allow political campaigns to reach voters within a specific Congressional District. All AdWords campaigns that have congressional district location targeting enabled — search, display, mobile and video — are shown solely within the selected district’s boundary lines.