Using the word "in" for location targeting

3 replies
  • PPC/SEM
  • |
Opinions wanted.

Let's say I'm a rare book collector.

I find that the phrase match keyword "rare book collector" is worth $4.00 to me.

However, when I dig into the match search terms, I find that about half the people searching for "rare book collector" are searching for a location along with it. ie "rare book collector in Phoenix" or "rare book collector chicago area". The half that are using some sort of location qualifier actually are really profitable for me, so if I could choose, I'd bid $5 for those and only $3 for the others with no location.

Two questions:

1. If I do a keyword "rare book collector in" will the "in" get ignored because google doesn't deem it as an important word?

2. If I break out a bunch of locations and do a bunch of key words, would it be counterproductive to try to generate hundreds of city names, some which would get very few impressions? I guess the question is if you have a keyword with 10,000 impressions a day, but it actually breaks out to exactly 10,000 variants and you segregated it out into all 10,000 keywords, would you get 10,000 impressions? Or would google never throw out your keywords to bid because it thinks they have too low of impressions and get ignored?
#location #targeting #word
  • Profile picture of the author dburk
    Hi paultaylor,

    Generally speaking it is better to go more granular as long as you can manage the numbers. There are some trade offs as you might see less data in the bid simulator tool. However, the benefit from being able to manage bids based on location will likely be more than worthwhile.

    Additionally, you may be able to improve CTR and Quality Scores by crafting ads and landing pages for the specific locations that get frequent searches. DKI is your friend.

    Don't worry about Google throwing out keywords because of low volume, they will serve every impression that meets the targeting requirements, within your budget parameters.
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    • Profile picture of the author paultaylor
      Thanks. Any insight into my question about using the keyword "in"? ie "lawyers in"?
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      • Profile picture of the author dburk
        Hi paultaylor,

        Yes, you can use "rare book collector in" and it will trigger any keyword that contains that phrase. Just be aware that not everyone includes the word "in" when performing a location based search.

        As I wrote in my earlier reply, it is better, in my opinion to go ahead and start creating individual ad groups for each location that gets regular traffic. This allows you to craft ads that are likely to get higher CTR and earn better QS, which in turn lowers your effective CPC.
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