AdReady Tip of the Month (Feb-10): Adjust Your Geographic Targeting for Better Delivery

Decreased delivery can be a recurring problem with small demographic market areas. If you’re targeting a small DMA with your ads, there are generally just less impressions available—so you need to find a way to bump those impressions up.

One way to combat this issue when using keyword campaigns is to target the campaign to a larger area as a whole, while narrowing down the target via specific keywords. This works on both the state and city level.

For example, if you want to target a campaign to Detroit, Michigan, and are having a difficult time getting delivery, you may want to try geo-targeting the campaign to "Michigan" and adding the keyword "Detroit" to all of your existing keywords.

If you're having difficulty with delivery on the state level with a keyword campaign, consider geo-targeting your campaign to the entire United States (or other geographical area, such as the U.K. or Canada) and then add the name of the state in front of each keyword.

This is generally a very effective tactic for increasing delivery, because display keyword campaigns are contextually based. Your ads will still be served to the proper audience based on those keywords.

If you're an AdReady Premium customer, you'll receive expert help to get even more out of this technique.

Posted by Justin Baker on Feb 04, 2010   |   Tweet This   |   Email This