The Geographic Performance Report allows you to look at your campaign’s performance in different geographic regions. You can access it in the Google AdWords interface under the Dimensions tab.
You can break down the report data by Country, Region and Town/City. You can also customise the information you want to see for each region: Impressions, Click Though Rate, Clicks, Conversions, etc.
How to use the report information
The Geographic Performance Report is used to understand which regions are performing well against your campaign objectives. These may be number of conversions, cost-per-conversion, number of impressions, or various other metrics. For instance, the Geographic Performance Report may show that the high cost-per-conversion for specific regions is increasing your campaign’s overall cost-per-conversion. If a campain goal is to keep your conversion costs as low as possible, you can then make an informed decision to exclude these regions.
Let’s look at this example in more detail. Say your campaign is spending most of the budget in NSW, but Queensland has a much lower cost per conversion. In this case, you may want to create a separate campaign for Queensland and allocate it as much budget as possible.
When to use the report information
The Geographic Performance Report can be most valuable when:
- You have well-structured accounts
- Your products/offerings are geo-specific
- Your account targets a single location that drives high traffic at an inefficient cost per conversion
While not a core report within AdWords, the Geographic Performance Report can still be very useful, specifically for geo-focused accounts and/or more mature accounts looking for additional optimisation.
However, using this report should not take priority over basic AdWords best practices, such as improving ad Quality Scores, improving CTR, or optimising your landing pages. Once you have the fundamentals down, the Geographic Performance Report will become much more valuable.
Please leave a comment if you have any questions about the report, or about AdWords in general. I’d love to help you out with the answers!