Google is full of useful tools if you know where to find them. Here’s one that can help you learn more about your potential customers and improve your pay-per-click results.
If you poke around Google’s Reporting tab in your AdWords account, you’ll find an option for a Geographic Performance Report. Use it to learn both where your ads are being shown as well as where your AdWords clicks are coming from. You can see results by state, city and/or metro area. You may run the report by Ad Group, Campaign, or for your entire account, for any date range you specify.
There are at least three ways to benefit from this information:
1. Even if you’re a national advertiser, consider spinning off strong geographic areas into their own AdWords campaigns. For instance, the headline “Seeds for New England” would probably boost performance in the appropriate states.
2. If you run a local AdWords campaign, the Geographic Performance Report allows you to check on where your ads are actually showing.
3. Your Geographic Performance Report can provide valuable insight into where you should concentrate your non-AdWords marketing efforts.