How to Add AdWords Location Bid Adjustments

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How to Add AdWords Location Bid Adjustments

Location bid adjustments are a Google AdWords feature that allows advertisers to show ads more or less frequently to potential customers in certain geographic areas. For instance, if you are running an AdWords campaign in the United States, you can use location bid adjustments to increase bids automatically for metropolitan areas, specific cities, states, or counties just to name a few of the currently available options. If you are targeting a city, you can set location bid adjustments for some or all of the zip codes to be more competitive in specific parts of town.

How to Set Up Adwords Location Bid Adjustments

Go to your campaign settings and click on “Location”. You will see something called “View location reports” with a drop down menu (see below). Click on the first option “What triggered your ad (geographic)”.

How to Add AdWords Location Bid Adjustments | SEJ

You can then choose the geographic area you are looking to analyze:

How to Add AdWords Location Bid Adjustments | SEJ

Here is an example of some of the data AdWords provides for cities. If you have conversion tracking set up, you will see the data in this window as well.

How to Add AdWords Location Bid Adjustments | SEJ

Available Metrics for Location Bid Adjustments

Adjusting bids is a great way to get the most out of your budget because it’s automated but can still be somewhat controlled by you. Whether you optimized for clicks, click-through-rate, or conversions, custom bid percentages are always useful.

In case you are wondering what data you will be able to see in the report, here is a brief overview of the most common columns:

  • Location type
  • Clicks
  • Impressions
  • CTR
  • Average CPC
  • Average CPM
  • Cost
  • Average. Position
  • View rate
  • Views
  • Average CPV

Conversion Metrics:

  • Converted clicks
  • Cost/converted click
  • Click conversion rate
  • Conversions
  • All conversions
  • View-through conversions
  • Cost/all conversions
  • All conversion rate
  • All conversion value
  • All conversion value/cost
  • Value/all conversions

Depending on how the campaigns are set up and what AdWords features you are using, these columns may differ.


This post originally appeared on International PPC, and is re-published with permission.

Image Credits

Featured Image: Brian A Jackson/
All screenshots by Christina Baldassarre. Taken December 2015.

CategoryPaid Search

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Christina Baldassarre

Christina Baldassarre is a German entrepreneur and featured on the Forbes 30 Under 30 List 2018. She is a four-time ... [Read full bio]

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