Opting in to DoubleClick’s new “adaptive geo” feature allows it the ability to automatically create new, more granular location targets in a campaign, based on performance data and according to the goal specified for the campaign. In addition to creating targets, DoubleClick can set or make recommended bid adjustments for the newly targeted geos. The adapted location target bid adjustments may be updated as often as once a day.
Advertisers will only need to create high-level location targets, such as country or state, based on their targeting strategy, and DoubleClick will subdivide locations from there. Depending on if there’s a large enough amount of location performance data, DoubleClick can break out locations at the DMA, city and even county level. In addition to adding new targets, DoubleClick will also remove geo targets if it isn’t maximizing ROI there.
Automated location target creation and bidding in DoubleClick is powerful, especially for advertisers who target nationally and want the ability to make ongoing and automated bid adjustments at a more granular location level.
We tried out adaptive geos for two different advertisers – one advertiser where geos are key to their business and another national advertiser to better understand how DoubleClick was sub dividing and creating new geo targets, and the recommended location bid adjustments before fully opting into automated location bidding.
After only one day of opting the first advertiser into adaptive geos in a campaign targeted to California, DoubleClick subdivided roughly a dozen location targets. After a couple more weeks, DoubleClick subdivided another 50 location targets. The number of location targets will vary based on the size of the state. Smaller states like Vermont and Rhode Island had only two or three new location targets added.
The second advertiser, however, did not have any new geo targets created, aside from the previously-existing state targets. Breaking out location targets further wouldn’t have affected performance. Since geos aren’t dependent to the success of the campaign for the second advertiser, it made sense that DoubleClick was unable to create adaptive location targets.
After turning on adaptive geos and location bidding, the first advertiser saw an increase in traffic with no noticeable ROAS change as the tool increased bid adjustments in select geos. The second advertiser experienced a CPC and CPA increase because of DoubleClick’s inflated location bid adjustments.
While the adaptive geo and location bidding features will likely be a huge timesaver for some marketers, these features should be tested into strategically and monitored to ensure the newly-created adaptive geos and location bid recommendations make sense for the business and ROI goals are still being met.
- Create high-level location targets in your campaigns at the country, state, city or province level.
- Turn on “location targets” under campaign “adaptive settings” by checking the box.
- Set up email notifications to monitor the new geos that DoubleClick creates.
- In DoubleClick, go to the “location targets” tab under the “targets” tab to view bid adjustment recommendations and check they are in line with campaign metrics and goals.
- After two weeks, if there’s enough data flowing and you’re satisfied with DoubleClick’s geo target breakouts and the recommended bid adjustments, turn on automated location target bid adjustments in the optimization settings under campaign settings.
- Continue to monitor campaign performance and DoubleClick’s location bid adjustments to ensure they’re within range of the campaign goals and there are no big spikes in location bid adjustments.