About geographic reporting in Search Ads 360

Search Ads 360 can report performance metrics for paid search ads by targeted geographic area or user location, such as the state of Colorado or a specific postal code. Location reporting enables you to view campaign performance by the location targets that you chose. You can then increase or decrease bids by location to improve your return on investment.

Location targets and geographic location of presence reports are different

The list of location targets and the geographic location of presence report on different types of location metrics. Location targets exist because you set them for a campaign and specify a bid adjustment. You create a geographic location of presence report when you dimension or segment a report by geographic location type such as province, airport, or university.

You can use a location of presence report to see where users are clicking your ads. Then, add location targets and set a bid adjustment to better target those areas where your ads are most successful. For example, you segment a report by city and province and discover that Chicago, Illinois and Ontario, CA have better than average ROI. To target the areas for additional ad spend, you create location targets for them.

Instructions

Add location from conversion metrics tables (campaign, ad group, or keyword level)

1. Sign in to your new Search Ads 360.
2. From the left navigation panel, click Campaigns.
3. Click the columns icon above the table.
4. In the "Modify columns for keywords" box, click the “Search” icon .
5. In the “Search bar,” type "Location", then select the Location from the list below.
6. Click Apply.

Open user locations report in Report Editor

1. Sign in to your new Search Ads 360.
2. On the top navigation bar, click the Reports icon , then select Reports.
3. Click View all next to the Predefined reports list.
4. Select Locations drop-down, and then click User locations.

Build custom report from Report Editor

1. Sign in to your new Search Ads 360.
2. On the top navigation bar, click the Reports icon , then select Reports.
3. Click Custom and then select “Table” from the dropdown.
4. On the right side “Generate report” panel, filter the list of metrics, dimensions, and segments to display the information that you want.
5. Click All columns drop-down to expand the section, and then click Location drop-down. Select a metric, dimension, or segment, such as Campaign, Region (Matched), Targeting location type, or DMA region (Matched).
   1. The options in this section will depend on the type of table or report you’re creating.
6. Your report will now show you values for each dimension based on the metrics you added.
7. Do any of the following:
   1. To rearrange tiles, drag and drop them.
   2. To change the date range for your report, use the custom date range selector.
   3. To remove a metric, dimension, or segment from your report, click the metric, dimension, or segment tile and click Delete.
8. To save your report, click Save.

Location target data discrepancies in Search Ads 360 and Google Ads

You may notice some small differences between the metrics reported for specific location targets in Search Ads 360 and in Google Ads. The differences are expected and may be caused by the following:

• Some location targets that were created in Google Ads haven't been synced in Search Ads 360. Learn more About syncing the new Search Ads 360 with external accounts.
• Currently, location targets in Search Ads 360 include only geographic areas, location extensions with a radius target, and proximity targets. Google Ads location of interest and location by income targets aren't yet supported in Search Ads 360. Sign in to Google Ads to report on unsupported targets.
  • Metrics for unsupported location targets are included in the “Other locations total in Search Ads 360.
• The Other locations total in Search Ads 360 also includes metrics for any locations that have been removed as reported in the total-other locations row in Google Ads.

Location target data in Search Ads 360 for other client accounts

Going forward, the Metro region will be the only option for reporting on user location. All location related columns should work the same for other client accounts with the exception of the below:

• Only use “User Location” reporting columns for other client accounts metrics.
• Use “Metro area” in place of “DMA Region” when reporting on User Location. Metro Region (User Location) is equivalent to DMA Region (User Location) when country = “US”.