For every campaign type in Google Ads, you have the option to target one or more geographical locations, ensuring that your ads are displayed where they're most relevant.

However, when your campaign targets a wide area such as a country, it inherently includes various sub-locations, such as regions, cities, and zip codes. Manually sifting through performance data for each sub-location to determine which ones are underperforming is a complex and time-consuming task. Opteo simplifies this process for you.

The practice of excluding locations in Google Ads is often overlooked due to its complexity, yet it offers significant opportunities for cost savings.

The rationale for excluding certain locations is straightforward: not all areas within your chosen location will contribute equally to your campaign's success. By identifying and removing the areas that are not delivering satisfactory results, you effectively eliminate wasted spend and free up more of your budget for areas that are performing well.

This approach ensures that your budget is allocated to areas where it will have the greatest impact, enhancing the overall efficiency of your campaigns.

Opteo constantly monitors the performance of your campaign's geographical segments, covering areas from entire countries down to specific zip codes.
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We'll start by looking at data from the last 365 days, then focus on the last 90 days, and finally the most recent 30 days. The time frame we use depends on the amount of data available - for more details on how Opteo delects the best time range to make decisions, check out this article.

In cases where there isn't enough data to generate an improvement based on a single campaign, Opteo is able to group the performance data across several campaigns to attempt to make a recommendation across these lower volume campaigns.

Here's how we ensure fair performance comparisons:

If we identify a location that you're not targeting directly and the CPA or ROAS is at least three times worse than your average CPA/ROAS, we'll suggest you exclude this location to redirect your budget to better performing areas. For example, if you're targeting the whole United States but Texas has a much higher CPA, we'll recommend excluding Texas.

For those using manual bidding strategies, instead of excluding a location, we'll suggest adjusting your bids. If a location is doing well, we'll recommend increasing your bid by up to 30%, and if it's not doing well, we'll suggest decreasing your bid.