Good morning Refactual, how long is your commute?
You’ll soon think of commuting and ad targeting in a new light. A couple of weeks ago, Andrea Cruz at KoMarketing noticed a change to the location targeting options for Google Ads display campaigns. This week others saw the same in search campaigns. We’ve confirmed with Google that the option to target ads to “People in targeted locations” is changing to “People in or regularly in your targeted locations.” The change is currently rolling out to display, search and shopping campaigns.
It’s a subtle update, but important to note and underscores the evolution in location targeting. The option formerly only showed ads to people who were physically located in the targeted area. Now, your location-targeted campaigns can reach people with ads targeted to their work locations when they are home and vice versa.
You won’t be able to get performance reporting on the ads served to people who weren’t in your targeted area when they performed a search. Google also doesn’t specify what constitutes “regularly in” or recency. Cruz said she gets the change but wishes Google would also keep the ability to target only people who are in a targeted area.
“Although my default reaction to these sorts of changes is to be skeptical,” digital marketing consultant and CEO of SEMCopilot Ted Ives told us after noticing the change in accounts this week, “I do think in this case it will result in incremental high quality traffic coming in for advertisers. We live in a mobile world…that means people move around a lot; people we target during the day don’t disappear at night, they go home.”
What are your thoughts? Shoot me an email firstname.lastname@example.org or comment on Twitter @ginnymarvin.
Speaking of your thoughts, read on for Patrick Reinhart of Conductor’s take on Google’s mobile redesign in the Soapbox and a Pro Tip from Hamlet Batista on service workers.
Looking forward to seeing many friendly faces during SMX Advanced, which kicks off this evening in Seattle!