Geographic Performance Report
The Geographic Performance Report in Google AdWords allows you to determine how your keywords and ads are doing by location. You can analyze your impressions, clicks, and conversions by their geographic distribution by the account, campaign, and ad group levels. You can use this report to calculate data on a daily basis by Country, Region, Metro, and City.
Currently, the report only gathers data on a daily basis. According to Google, reporting across multiple days would result in an under-representation of impressions. This is because there is a threshold on impressions in the reporting calculations. But the number of clicks would be accurately counted, resulting in an inflated CTR.
However, due to the large amount of information being compiled in this report you cannot run a report for the current day. Complete data for a given day isn’t available until 3 PM PST the following day. To get the daily report for your campaign, wait until after 3 PM the following day and then choose the “Yesterday” option in the “Date Range” drop-down menu. Click here for step-by-step instructions from Google on how to create the report.
Based on what you see in your report, you may want to separate your campaigns into several smaller campaigns, specifically targeted to different locations. For example, if clicks from a certain location aren’t converting, you may want to create a specific campaign targeting that location and try a new tactic, or you may want to exclude areas that don’t convert altogether. On the flip side, you may consider separating top performing locations into their own campaigns. This way, you can create ads customized to that audience and direct more of your budget towards these higher converting locations. This report allows you to breakdown your campaigns in a way that will help you fine-tune keywords and ads targeted to a specific location, while making the most of your budget in the locations you want to focus on.