I'm running the campaign for a local business that has 2 locations and most customers come from within a 20 mile radius. I've set geo-targeting to the full state of NJ but in efforts to weed out the unqualified clicks I've added the city names in the ad copy. So... Wanted to know everyone's opinion. 1.) Do you think it's best to weed out unqualified clicks by using city names in the ad title and/or copy? Or.... 2. Do you think it's best to exclude the city names and let the unqualified clickers click away which will drive up CTR, the Quality Score and then reduce my price per click??
I would sacrifice a bit of clickthrough rate in returns of ONLY the "qualified clicks". Think about this: What's the point of getting unqualified clicks that won't convert for you?
Why target the whole state when you want to attract only those within a 20 mile radius? I would change your target settings. Don't forget that those searching the keywords within that radius will see New Jersey or whatever state or city you choose below the display URL. Test. Same ad, one with city, one without.
Yeah I was thinking the same thing and the reason I did implement city names in the ad copy however I've been debating if I should test the other method to see if the difference in the price reduction is extreme enough to justify all the other untargeted traffic and still come out with a better overall cost per conversion. What's your thoughts?
Seems like a no-brainer to me. Method A. Target whole state (8 million people?), with city in ad should weed out those not close by. But CTR takes a hit affecting QS, position and cost (which should be lower in lower position). If you don't put city in ad, CTR higher but you get so much more un-qualified clicks. Method B. Target city (say Newark, pop: 270k) but depending on product/service, and you say yourself you want to target within 20 miles, so that includes a lot of people into NYC. Say 3 million people, all more qualified than 8 million from all over the state simply due to distance. Mentioning Newark or not in the ad may or may not make a difference. But you know already better qualified than a click coming from 50 miles away. Your conversion rate will be higher as a result, lower CPS.