The optimal structure for a Google Ads account targeting multiple locations depends on several factors, including the number of locations, the level of budget control required for each location, and the desired level of local customization.
Here are the most common approaches:
One Google Ads Account, Multiple Campaigns
Structure Create a single Google Ads account and dedicate a separate campaign to each location you want to target According to your strategy
Benefits of Search Campaign
Mapping Targeting and Budgets: Each campaign can have its own specific geographic targeting, allowing you to focus your advertising on the areas most relevant to each location. You can also set individual daily budgets for each campaign, giving you greater control over spending per location.
Location-Specific Reporting: This structure allows for easy tracking and analysis of performance metrics for each location independently.
Simplified Account Management: Compared to having separate accounts for each location, this approach simplifies management and allows for sharing of data and resources, such as conversion tracking settings and audience lists.
Considerations: This structure works best when you need to customize your campaigns extensively for each location, including different keywords, ad copy, and bidding strategies.
Location Grouping (Hybrid Approach)
Structure: If you have a large number of locations, you can group them by region or proximity and create campaigns for each group of locations.
Benefits Of Hybrid Approach
Simplified Management: Grouping locations reduces the number of individual campaigns to manage, especially useful for larger businesses with many locations.
Effective with Performance Max Campaigns: Performance Max campaigns, which run across Google properties, tend to perform better with consolidated data, making location grouping beneficial for this campaign type.
Considerations: This approach may be suitable when you don’t require the same level of granular customization for every single location within a group.
Hierarchical Account Structure using MCC (My Client Centre)
Structure: This approach is more complex and suitable for larger enterprises or businesses with distinct brands or sub-brands operating in different locations. You would use a Manager Account (MCC) to oversee multiple individual Google Ads accounts, with each individual account potentially representing a specific location or brand.
Benefits Hierarchical Account Structure using MCC
Centralized Control and Oversight: The MCC allows for a unified view and management of all individual accounts, while still granting autonomy to each location or brand.
Tailored Marketing Strategies: Each account can have highly customized campaigns based on local needs and conditions.
Separate Financial Management: Each location can have its own payment method, providing more flexibility in budget allocation.
Considerations: This is a more complex setup that requires careful consideration of the business’s structure and management preferences.
Key Considerations for Structuring Multi-Location Campaigns in Google Ads
Geotargeting: Use Google Ads’ location targeting features to show ads to people in the desired geographic areas. Target by countries, regions, cities, postal codes, or a radius around a location.
Location Assets: Connect Google Business Profiles to Google Ads location assets to show business addresses, phone numbers, and a map marker with ads.
Location-Specific Keywords: Include location-specific keywords in campaigns (e.g., “pizza restaurant near me in San Mateo”) to match local search intent.
Localized Ad Copy and Landing Pages: Tailor ad copy and landing pages to the specific location being targeted to boost relevance and engagement.
Bid Adjustments: Use bid adjustments to change bids for specific locations based on their performance.
Performance Monitoring and Optimization: Regularly monitor campaign performance data for each location and adjust bids, targeting, and ad copy as needed.
Final Thoughts
I’ve shared the Google Ads location strategy above. First, review the marketing demand in your target locations. Then, choose the most suitable approach that fits your account structure for easy campaign creation and location mapping.