Improving Your Ad’s Performance by Targeting Canadians

Hi everybody! My name is Andrew Yang and I’m the Search Evangelist for Canada. A question I often get when I meet Search Professionals is how to target Canadians separately from other countries. They understand that they are reaching over 14 million unique Searchers with a propensity to spend 22% more than the average searcher [1]. They want to separate their campaigns and refine for a Canadian audience to help ensure great results!

Importing Campaigns

An important note before we begin is that if you are importing or creating French ad groups, make sure that the ad group language setting is set to French and not English. Very often, campaigns imported using the Google AdWords import tool will be saved as English. Once the ad group is saved, the language cannot be changed.

Targeting Languages and Locations Options

In your campaign settings you have the opportunity to target by region. Under the Campaign Settings in the Location sections you have the opportunity to target by the following options:

1. The All locations worldwide setting will have your campaign displayed to all users.
2. Selected cities, metro areas, states/provinces, and countries/regions setting will allow you to target from a city to a Country.
3. Near a business or other location setting: allows you to target near a location through radius targeting from 5 miles to 100 miles (8 km to 160 km).

Targeting Canadian Sites

Say you were running contest in Canada that was void in Québec. You would wish to have your campaign target all of Canada but exclude Québec. A method to do this in Bing Ads is to first target Canada and then excludes Québec. You will need to navigate to the Selected cities, metro areas, states / provinces and countries / regions selection.

Once selected, you are given the option to input which regions you wish to include or exclude in the search category. In this example, you would include Canada and exclude Québec. You can also choose to boost your bid for specific regions if you wish to achieve better results placement in a specific region.

There you have it… an easy way to target and exclude locations in Canada through Bing Ads!

Thank you for reading!

Andrew

[1] comScore qSearch (custom), Dec 2012.