Select Page
Home / Blog / Digital Marketing / Hidden Google Money Grabs: Geotargeting

Hidden Google Money Grabs: Geotargeting

by | Aug 10, 2020 | Digital Marketing, Paid Digital Advertising

Yes, Google is a public company whose mantra needs to be “increasing shareholder value.” But unfortunately, there are a few “features” in Google Ads that maximize Google revenue by hiding default options that eat advertiser spend without delivering value.

We’ll start with faulty geotargeting.

By default, Google has your permission to display your ads to people all over the world – even if you use geotargeting (as most advertisers do).

For proof that this affects your Google Ads account, run a User Location report. You’ll likely see that your ads have been, for example, displayed to people outside the USA even if you have only targeted the USA – or even a small portion of the USA.

That’s likely wasting money – sometimes a lot of money.

But even if you aren’t getting many clicks from outside your geotargeted area, the fact that people are seeing your ads but not clicking on them could be negatively affecting your average CTR. And this could also lead to higher-than-necessary CPCs and CPAs.

Fortunately, there’s an easy fix.

First, click on the Location Options dropdown after navigating to Locations settings:

You’ll see options like this:

You should click on the second radio button:

You should do this for every campaign – old ones and new ones.

And spend what YOU want, not what Google wants.

Next week I’ll describe another default setting that’s costing you money.


2023 Marketing Trend: Tap into the Power of Virtual Events
2023 Marketing Trend: Tap into the Power of Virtual Events

2023 Marketing Trend: B2B businesses require special planning to integrate marketing and commercial strategies. This is why highly effective tactics that raise brand awareness and allow deals to be closed more efficiently are key to standing out in highly competitive...

read more
"The art of being wise is the art of knowing what to overlook."
- William James