Choose the Locations

Section 04 - Lesson 08

Choose the geographical areas that will run the ads.

The offer page from the affiliate network will list the countries, states and provinces in which the offer can run. Select those same countries as target locations in the WADS.

Usually you just need to set the target country. But with some offers, especially financial advice and loans, they are licensed only in certain states, so be sure to check the offer page for details.

With some WADS this is also the place to block the places where you don’t want your ads to show. As discussed earlier, block the affiliate network and merchant locations. Yes, they can get around it if they used VPN (virtual private network) software, but few of them do.

Be careful not to select “run of the internet” or “run of the web” options. Although an excellent choice for retargeting, it’s a poor choice for PPC advertising, where you want tight control over where your ads run.

If the WADS stats start showing a lot of clicks from a specific state or province, it may be worth setting up a separate campaign for it. For example, use Google Trends to search for something like “debt relief” and you’ll discover that Nevada has the highest amount of search, and Washington State has the lowest (at the time of this writing).

This “trend data” means that blocking Washington from seeing your debt relief ads may be a good idea. It also means that setting up a Nevada targeted campaign, along with a custom Nevada themed landing page could be highly profitable.

The last setting for location targets can be a little confusing. Bing asks who should see your ads, people in the target locations, or people searching for info about the target locations.

Usually you want to target people in the locations where your ads appear. The second option however can be useful in certain situations, like selling accommodations to travellers who want to visit a city, but not to those who already live in the city. In other words, if I’m selling trips to New York, I don’t want to show my ads to people who live in New York.

Big ideas come from the unconscious. This is true in art, in science, and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process.

David Ogilvy

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