We often have clients who ask us to target their AdWords to only south-east Melbourne (Victoria, not Florida) or say “I don’t want ads showing up in the western suburbs”. The first thing I would do is set up location targeting and negative out those unwanted areas, however, we all know that Google’s location targeting is by no means perfect. In addition to this, people may be searching from their office in the CBD for a service they need in their home.
As an example, say Jim is sitting in his office on Collins Street and wants flowers delivered to his wife in Geelong. He types in “flower delivery to Geelong”. My client is based in the south-east so he doesn’t want to drive out to Geelong so if Jim gets in touch with the flower shop they will tell him they don’t deliver to Geelong and the flower shop has just wasted money on a click from Geelong.
Each click may not be much but it all adds up and especially for small businesses who don’t have much money to throw around it all adds up. So what do you do? How can you stop these searches showing up? Either you can be proactive or reactive. The reactive approach is to look through the search query report and negative out suburbs as they come up. But this is time-consuming and still costs the company money.
So how can you be proactive? With this Google sheet that you can duplicate and use for yourself. The sheet has the suburbs of Melbourne listed by direction from the CBD as well as their distance. Going back to our example Jim is happy to deliver within 40 km south and east of the city but not more than 10 km to the north or west. So I filter anything that doesn’t fit the bill and add them as negative keywords to Jim’s campaigns and if people search for Geelong his ads won’t show up.
The second approach would be the positive approach. You might want to limit down your searches so you can find every suburb that is within 40 km of the city to the south and east and add those in as keyword variations. I like to do this with a different ad group for each suburb. So in our example: we can filter the Google sheet to all south-east suburbs (less than 50km from the CBD) and copy those and create KW variations for all those suburbs using whichever tool you prefer.
I hope you find this useful and can save money for your client (or yourself) before you notice all the irrelevant searches. Both methods have their merits but I prefer the ad group method. It allows you to adjust bids on a more granular method and gives you more control of your account. It may take a bit more effort but based on our results you’ll see a greater return and lower costs as your ads are now much more targeted.
Open the sheet here and create a copy of it, if you need help implementing it feel free to get in touch.