Using Ad Diagnostic Tool to test Geographic Integrity

[texken]

OK - so one of the nice things about Ad Words Local targeting is that Google uses not only the searcher's IP address info to dermine the deliverability of a local ad, but they also use the presence of geo terms in the search term. So even if the searcher isn't in Texas (or if Google THINKS they aren't in Texas based on their IP address), but they search for Dallas Widget, they'll see an ad targetted locally to the state of Texas.

BUT (and this is a big but) - the above example will only work if the geo term included in the search is indentifiable with a "high probability." The problem is, Google doesn't disclose what terms they consider to be a high probability for a given region. Obvioulsy Dallas, Houston, San Antonio etc, but what about some smaller cities?

Maybe I'm a little slow, but I've discovered that using the Ad Diagnostic tool can help tremendously here. Simply specify a search for "waco widget" and DO NOT specify a searcher location and see if your ad will show up.

This is the best way I've come up with to determine how to best know whether you locally targeted ad will come up for various geo searches. Any other ideas?? Otherwise I guess you just have to set up an additional Nationally targeted campaign with just your geo added search terms that are not "high probability" places.

[AussieWebmaster]

You can do it by zip code or latitude and longtitude.... then wherever that is you can include it in the ad... or even go with

Get Local Company
Austin-based Plummer Here
Great Prices, Fast Response

[abbottsys]

OK - so one of the nice things about Ad Words Local targeting is that Google uses not only the searcher's IP address info to dermine the deliverability of a local ad, but they also use the presence of geo terms in the search term.....
May I just clarify this, because during the seminars I give I find this is the source of much confusion. Here's the scoop, using Dallas as an example:

Suppose you have an adwords campaign and it's geo-targetted to a 50 mile radius of downtown Dallas. Then *two* different groups of searchers will see your ad:

1) Those who have an IP address which is registered in the target area i.e. folks who google classifies as "residing" inside the target radius. This is the local market. But, using the IP address to geo-locate folks is *not* foolproof, and it's very possible that some folks will be missed and not see your ad.

2) Folks *outside* the target radius who google decides are doing an "inbound search", that is, a search using a keyword that looks like it applies to the target radius, such as "widget makers in dallas"

In my opinion the real problem lies with #1, that is, folks who are truly inside the target radius, and who search on "widgets", but who google misses due to the problems associated with using an IP address for geo-location. So, it does not show your ad.

BTW: this is not a google specific problem, the use of IP addresses for geo-location is a general industry wide problem. It's a problem, period.

[texken]

Yes - a point worth making, but I understand the distinction. I generally operate under the assumption that Google is able to accurately identify your IP/location about 85% of the time. Think that's a fair estimation?

[abbottsys]

Yes - a point worth making, but I understand the distinction. I generally operate under the assumption that Google is able to accurately identify your IP/location about 85% of the time. Think that's a fair estimation?
No, not necessarily. It depends. For example, the AOL traffic is a problem. Their entire IP address space is registered in Virginia. Plus, folks on corporate networks may be registered in their home office State. And so it goes. When it comes to IP geo-location who knows what's really going on.

[texken]

True, true.... but when Google added the "inbound" traffic you refer to - that in my mind made the locally targeted way of setting up campaigns the way to go. At least in my case where most of my SEM clients are targeting local searchers.

Before: I'd only bid on "dallas widget" and only get searchers that search "dallas widget" regardless of where they are.

Now: I bid on "widget" targeted to Dallas and I get searchers that search "dallas widget" regardless of where they are AND people in Dallas (at least part of them) that just search "widget" BONUS!

[abbottsys]

...Now: I bid on "widget" targeted to Dallas and I get searchers that search "dallas widget" regardless of where they are AND people in Dallas (at least part of them) that just search "widget" BONUS!
Yes, exactly!