- Want to learn to only bid for cities and states
that are actually delivering you sales in Google ads?
Well, I'm going to show you how to do bid adjustments
for locations in Google ads in this video, let's go.
(upbeat music)
Hey guys, Sam here from keycommerce.com.
And today we're looking at location bidding adjustments
in Google ads for your e-commerce store.
So I've made this little presentation
and then I'm going to show you exactly how to set this up
in your Google ads account.
Let's take a look.
Okay, so what are location bidding adjustments?
So say for example, that you have an e-commerce store
and you're selling to all of the US states, okay?
And say you're selling surfboards.
Okay, so you're selling to all these states.
Well, you're gonna find that people in different states
are going to convert differently on your website.
Maybe people near the coast, near the beaches
actually wanna buy surfboards
more than people in the middle.
Yes, but that's not everybody
because there are a lot of people in the middle
that also like to go on surf trips.
So what we can do is that we can go, okay,
we're selling these surfboards.
We sell them to the surfers, and people that buy surfboards.
Let's look at the data and let's use our intuition,
and we can actually tell Google,
here's our campaign of surfboard selling,
we're selling these surfboards.
If someone is in a location
that we think is going to convert better,
then please Google,
please increase the bid just for that search.
And these are called location bidding adjustments.
And so say for example, a good example of this
is with surfing, someone that's in Hawaii.
And the stereotype is people in Hawaii love to surf,
you've got pipeline
and all these amazing lines there and reefs.
It's an awesome place to go surfing, it's world famous.
Well, you can even start using your intuition and go, hmm,
maybe I could use location bidding adjustments
to tell Google, hey,
if someone is looking for a surfboard and they're in Hawaii,
and I ship to Hawaii, then please increase that bid.
So here's a screenshot
of increasing the bid by 20% if someone's in Hawaii.
So in all the US, we're just gonna bid normally.
But if someone is in Hawaii,
then we're gonna tell Google, hey,
you can increase our bid by 20%
because we think those people are going to convert
much more likely, much more often
at more profitably than someone in the rest of the US.
And then what happens then is this guy here, he's in Hawaii
and he searches for your products on Google.
And because he's in Hawaii,
we'll increase our bids and we'll beat the competition
and get that search traffic over to our website,
convert him with our amazing e-commerce website.
And then boom, we send him a surfboard
and we have a happy customer.
Sounds great.
So you may be asking, how do you actually choose
what bids you make, the bidding adjustments more
in your Google ads account for those locations?
Well, what I like to say is use your brain
and use your heart.
Okay, what I mean by this is, all PPC is an art
and it's also a science.
You use a lot of data,
you look at how things are profitable
and make adjustments based on that.
But a lot of it as well is based on the experience
but also trusting your gut.
In this example, I didn't need to spend
thousands of dollars to think, hmm,
people that are near a beach
are probably more likely to buy a new surfboard.
Yeah, there's people inland that are gonna buy surfboards
to go on surf trips or buy surfboards as gifts.
But even just using this intuition,
I can start making small bidding adjustments.
But then I also wanna back that up and check the data
after I make those adjustments.
Now that we know what bidding adjustments are
and how we're gonna attack them,
let's get into our Google ads account and let's set them up
and I'll toggle through that right now in a walkthrough.
Let's go.
Hey guys, we're now in the Google ads account
and we're gonna go through
the location bidding adjustments process, for checking out
how do we add these bidding adjustments in the account?
Okay, so I'm on the campaign level
for this shopping campaign here.
And I've got some really key metrics broken out here
by looking at the columns.
If you don't know how to get these columns here,
just click columns over here and click modify columns
and make sure you select the ones,
pause your screen and check out the ones I have here.
Really, these are the main ones I'm looking at,
but the biggest one here is the ROAS,
which is actually conversion value divided by cost.
I'll pull that out one out for you
to make sure you have conversion value divided by cost.
It's the exact same thing as ROAS,
they'll be the exact same,
but that's just easier to see as well,
that can confuse some people.
This is the ROAS.
So basically when we're looking at the whole campaign
and you're looking at the same period,
so choose a period, try and get as much data as possible
that's gonna be accurate over that time period.
If you've had big changes in your account
like full new products in the shopping campaign,
that's not gonna be as potentially as accurate
especially if you have variability
between your products, regardless.
This campaign here, same products,
pretty much the whole campaign for this was,
it's about 15 months or so, this campaign,
and the average ROAS over the time was 9.05,
which is insane, that's really, really good.
We're gonna remember that right now, that row has a 9.05
because that's gonna come in handy quite a lot
when we look at how the different locations stack up.
So let's go into this campaign,
and because you do your location,
your bidding adjustments on the campaign level,
it makes it really easy to look at the data in the campaign.
So we're gonna go over to locations over here on the left.
And we can see here
that these are the ones that were split out already
but we haven't added any bidding adjustments yet.
But even here, you split these out by going
into the campaign settings here
and you go to the actual location settings
and you can choose even if they're all in Australia
or in the US or wherever you're targeting,
you can go in there
and see how we've actually split these out.
Even though yes, we're targeting all of Australia here,
18 million, it's actually got more than that,
but I don't know why, but we've actually split out
between the different main capital cities in Australia.
And this then allows us to see in the targeted publications,
we can see them here, and we can actually,
I'm gonna pull my big head over here.
It's a really big head today and see here,
oh, we don't have the right columns.
So let's go and add them in.
Let's go conversions, conversion value divided by cost.
Remember, we were aiming for 9.05.
So we're gonna see here.
There is some variability
between our different capital cities in the ROAS,
the Return On Ads Spend.
So Melbourne, Brisbane, and the gold coast, and Adelaide,
they love to spend a bit more on this product,
they are much more profitable.
Conversion rate is looking really nice for those,
that's a crazy conversion rate.
And so what you could do here is go, okay, well,
because these are performing really well,
let's add a bidding adjustment and five to 10% potentially,
just add small bit of bidding adjustment to say to Google,
hey, we want to really get these people
because they're more likely to convert on our products.
This is the way to look at it from a data perspective.
Now, what if you haven't broken this out yet?
Well, what you can do
is you can add them into your settings
like I showed you before.
But you can also go to the geographic report,
click on break it down,
'cause it will be based on your country.
And then you can break it down based on the cities,
the states, what have you.
And now clicking that,
it's now gonna break it down into the states.
Same thing, conversion value divided by cost.
There's a lot of variability
and the Northern territory is killing it as a state overall
because this tells us that even though
those cities were all in their own states
and they were performing above the average,
there's potentially other cities in that state
that are actually bringing down the average.
So that's why this whole state is,
this one here, this low that's above.
But even though, Melbourne is performing
really, really really well over there,
it might be bringing down,
it might be keeping up the whole state
and these other cities in that state
that actually bring it down.
So what you can do here
is you can do the bidding adjustment.
You have to go in and add them into the settings
but basically you can go in there
and target a full state as well
and add a bidding adjustment for that state.
Something to keep in mind, guys,
is that you may be thinking, okay,
what if I add a bidding adjustment for a state
and then a city and then a postcode or a zip code
within that city, like what happens then?
Well, really, what happens is Google prefers.
They don't prefer as in they default the bidding adjustment
to the most granular level.
So say you had a bidding adjustment
of 10% on the state level
but on the city level, you had 5%.
Well, the whole state would be 10%
but anyone in that little town would be 5%.
So it starts off.
When someone searches, if they're in the smallest area,
that gets the bidding adjustment
then they keep going out to all your bidding adjustments
until it goes to the whole location.
Anyway, guys, so that's how you go in
and adjust based on the actual data in your account.
So you'd go over targeted.
If it's not in here, what you do is you go into settings
and then add it in as an extra location
that you're targeting,
and then you can add the bidding adjustment in here.
Keep in mind as well, and I've got another video
on mobile and device bidding adjustments
as well as demographic bidding adjustments
and time of day bidding adjustments.
Keep in mind that these all add up and compound.
If you have a bidding adjustment of 10% for mobile,
20% for location, 10% for demographics,
well suddenly if someone matches all those variables,
then suddenly you're bidding 50% more for that person
which can really add up, it can be huge.
So be really careful about that.
Anyway, guys, I hope you found this video helpful
about putting location bidding adjustments
into your Google ads account
for your Shopify campaigns, e-commerce.
If you have any questions,
leave them below and if this video was helpful,
please give it a thumbs up.
Thanks so much for watching guys,
and I'll see you in the next video.
Bye for now.
(upbeat music)