European Marketing Manager at Talisma
06 March 2007 11:00am
Hi, I wonder if anyone can shed some light on the impact of running multple campaigns at the same time for the same countries with the same keywords! Also how languages and countries affect the campaigns
We have a North America Campaign which runs 24x7 with North American countries selected but with multple lanagues selected for the campaign. What impact do the selected languages have?
At the same time, we also an International Campaign, which currently has only Northe America, UK and Ire selected and only English Selected for Language. As our admanager is in Pacific time, this campaign is set to run 12:00am through 10:00PST, which is 8:00am through 6:00pm UK. This campaign seems to not be yeilding good impressions or conversion and it has come to me, that the two campaigns might be working against each other because North America is selected in both Campaigns. Culd this be the case? We are seeing some conversion for UK, but from the NA campaign, yet our Int Campaign is yeilding some impressions but poor conversion. How does google decide which campaign to use?
How does selction of Country and Language impact the campaigns? Is country related to which google portal the ads will appear in? IE: UK, is for google.co.uk Are all campaigns displayed on google.com regardless, or does North America have to be selected?
Sorry for the long blog, this has been doing my head in for days!
Owner at Wynyard Consultants Ltd
07 March 2007 10:57am
Hi - I will try to answer as many of these points as I can succinctly!
Google will not allow the same keywords to trigger ads in multiple campaigns run by the same account and targetting the same territory. Are your ads all run under the same account? I would expect an experienced ad manager to be aware of this, and even if they were not, the system will flag when keywords have been disabled and why. My expectation is that if you have the same account running different campaigns with the same keywords then only one of the campaigns will be allowed to run by Google unless the campaigns have no geographical overlap in which case there's no problem.
Google is able to target users based on IP address, their own Google preferences set-up (for this purpose language preference i.e. when a Google user sets a language preference, Google will only display ads that are targeted to the chosen language), and the Google domain which they use.
It seems that Google can show ads to anyone whom they can identify as meeting some of these targetting parameters but with the Google search property being very much the primary driver for which ads to show where. For example if you select to target the UK then Google will show ads to any users of google.co.uk, but also any users of google.com whose IP address is in the UK.
If you want to target users of say, google.fr, while in the UK however you will need to target France as a country because the google.fr property is not targetted at the UK. So even though the IP address could be identified as in the UK Google will give precedence to the fact the google.fr is for French and not UK users.
So in answer to your questions;
1. Could your campaigns be fighting against each other - not exactly, but if they overlap geographically with the same keywords only one will be running.
2. Is country related to the Google portal the ad shows in - yes, that seems to be the primary driver although there are some wrinkles that mean ads will be shown on other properties within a target country (e.g. google.com) if the IP address is within the targetted country.
3. Are all campaigns dispalyed on google.com regardless - I don't think so. You'd need to select North America if you want ads to appear there.
Hope this helps,
07 March 2007 14:01pm
Thanks for the information. This has really helped. In answer to your first question, we have only one account, however we have multible campaigns within that account. The campaigns however do use the same keywords/ads (copies). The challenge we face is that Corporate want the US campaign running 24x7 as we are a global company and it is hard to measure the affectiveness of the UK campaign when it would seem that alot of our conversions come from the US campaign, even though it does not have UK listed as a country!
I have removed United States from our UK Campaigns for now, although keywords are the still the same for our US campaign as for the UK one, only UK and Ire are selected as Countries and English as the language in the UK campaign. Its interesting, we had United States in multiple campaigns using the same keywords/ads and goggle admanager was not indicating that it had paused any of the campaigns or adgroups.
We are in the process of setting up separate campaigns for Germany, however some of the keywords for the German Campaign will be same as in the english campaign, as it is not unusual for germans to search for the english term, eg: email is email where ever you are, but the ads themselves will be in german and landing on German landing pages.I am hoping this will work ok.
If you have any further thoughts or tips, please do let me know
07 March 2007 14:47pm
Hi Sean - if I am asked to do this kind of campaign (global coverage for an international business) I have never had any problems in setting things up pretty much as it sounds you are doing now i.e. same keywords and ads but each ad group targetted geographically to avoid overlap. As an aside I have sometimes found, usually in US v. UK, that the effective keywords will vary for the same product/service between locations and therefore although things are initially set up the same in-depth research often reveals some differences.
It sounds as if the main ongoing issue is a measurement one. Do you use different landing pages for each geographical campaign? If so it should be fairly easy to track regional campaign effectiveness along with Googles own tracking and analytics services. You seem to be on the right lines for your German campaign.
Finally, my own experience of having key phrases made inactive for reason of duplication has been when the key phrase in question has appeared in multiple ad groups within the same campaign each of which trigger different ads. I suppose that if the key phrase appears in various ad groups but only ever triggers the same ad that's not much of a problem for Google.
Free market research on digital marketing
Daily Pulse: award winning newsletter
It takes 30 seconds to register