Reviewing Location Data for Google Ads Optimization

Objective

The objective of this SOP is to guide team members on how to review location data in Google Ads to identify and remove underperforming locations, ultimately optimizing campaign performance and reducing cost per conversion.

Key Steps

1. Navigate to Google Ads
   • Go to the location section in Google Ads.
   • Set the date range to approximately two and a half months.
   • Ensure no bid adjustments or automated bid strategies are in place.
2. Filter by Cost per Conversion
   • Identify locations with the highest cost per conversion.
   • Focus on locations significantly exceeding the average cost per conversion.
   • Consider excluding locations with statistically relevant conversions but high costs.
3. Excluding Underperforming Locations
   • Select the checkbox next to the location to be removed.
   • Click on edit and then remove.
   • Confirm with the responsible person for budget allocation before excluding a location.
4. Reviewing Multiple Campaigns
   • Analyze cost per conversion at the campaign level.
   • Evaluate each campaign’s performance in different locations.
   • Consider impressions, clicks, and conversion rates before excluding locations.
5. Making Judgment Calls
   • Take into account the budget size and optimization goals.
   • Pause locations with excessively high cost per conversion.
   • Consider leaving borderline cases for further observation if budget allows.

Cautionary Notes

• Ensure team members have the necessary permissions to make changes in Google Ads.
• Double-check the impact of excluding locations on overall campaign performance.
• Communicate with stakeholders before making significant changes to location targeting.

Tips for Efficiency

• Regularly review location data every four weeks for ongoing optimization.
• Focus on locations with high cost per conversion but consider other performance metrics.
• Document reasons for excluding locations for future reference and analysis.

By following these steps, team members can effectively review location data in Google Ads, identify underperforming locations, and make informed decisions to optimize campaigns and reduce costs per conversion.