{"id":1043,"date":"2024-08-12T21:02:00","date_gmt":"2024-08-12T19:02:00","guid":{"rendered":"https:\/\/nilsrooijmans.com\/daily\/?p=1043"},"modified":"2024-09-16T11:52:47","modified_gmt":"2024-09-16T09:52:47","slug":"matched-location-user-location","status":"publish","type":"post","link":"https:\/\/nilsrooijmans.com\/daily\/matched-location-user-location","title":{"rendered":"Matched location != User location"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Last week, I was in Riga.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The friendly people of\u00a0<a href=\"https:\/\/marketingshake.lv\/en\/\" target=\"_blank\" rel=\"noreferrer noopener\">Marketing Shake<\/a>\u00a0invited me for a speaking gig on Google Ads and AI.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The event itself was great. Getting there, not so much.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The morning of the event, the weather was good.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Google Maps told me it was a 30-minute walk.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So, I went walking to enjoy the lovely city of Riga. (Beautiful Jugendstil architecture!)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Google Maps pointed me to a spot in an industrial area, the route looked easy, and for some reason, I did not look up the exact location.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Turns out, that exact location was hidden between some big buildings with no clear directions.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Long story short: the 30-minute walk turned into 60 minutes of strolling back and forth in little alleys,\u00a0 and being almost late for my presentation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The whole adventure reminded me of how\u00a0<strong>Google Ads is also hiding locations from us &#8212; the exact location of the user.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In the distant past, the Google Ads UI had an easy-to-access report called &#8220;User locations.&#8221; This report would list the physical location of the users that got to see your ads.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That report has been gone.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Now, some of you might think: &#8220;Right Nils, but we&#8217;ve still got the &#8216;Matched locations&#8217; report under &#8216;Insights and reports&#8217;-> &#8216;When and where ads showed&#8217;, right?&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Yep, very true.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>BUT, here&#8217;s the thing:<\/strong> matched locations do NOT show you the physical location of the user.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Matched locations show your performance based on the locations that matched your ads.\u00a0These locations <em>could<\/em> be users\u2019 physical locations or locations of interest.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example, you target a keyword [hotel Riga] in a campaign that geo-targets the Netherlands.\u00a0If someone in Amsterdam searches for &#8220;hotels in Riga,&#8221; Riga would show as the &#8216;Matched location&#8217;.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But then, how do you see the user location &#8216;Amsterdam&#8217;?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That is no longer a default report inside Google Ads.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For that, you have to create a custom report via Report Editor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here&#8217;s what that looks like:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1800\" height=\"607\" src=\"https:\/\/nilsrooijmans.com\/daily\/wp-content\/uploads\/2024\/09\/image-3.png\" alt=\"\" class=\"wp-image-1044\" srcset=\"https:\/\/nilsrooijmans.com\/daily\/wp-content\/uploads\/2024\/09\/image-3.png 1800w, https:\/\/nilsrooijmans.com\/daily\/wp-content\/uploads\/2024\/09\/image-3-300x101.png 300w, https:\/\/nilsrooijmans.com\/daily\/wp-content\/uploads\/2024\/09\/image-3-1024x345.png 1024w, https:\/\/nilsrooijmans.com\/daily\/wp-content\/uploads\/2024\/09\/image-3-768x259.png 768w, https:\/\/nilsrooijmans.com\/daily\/wp-content\/uploads\/2024\/09\/image-3-1536x518.png 1536w, https:\/\/nilsrooijmans.com\/daily\/wp-content\/uploads\/2024\/09\/image-3-1200x405.png 1200w\" sizes=\"auto, (max-width: 709px) 85vw, (max-width: 909px) 67vw, (max-width: 1362px) 62vw, 840px\" \/><figcaption class=\"wp-element-caption\"><em>(click image to enlarge)<\/em><\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Notice the difference in performance between the different User locations?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It might be interesting to update your location targets, maybe exclude some locations (especially for PMax), and\/or change some\u00a0<a href=\"https:\/\/support.google.com\/google-ads\/answer\/1722038?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\">advanced geo targeting settings<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Now, go grab a coffee and create this User location report for your accounts.\u00a0<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It only takes 5 minutes and the insights might surprise you!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8211; Nils<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Last week, I was in Riga. The friendly people of\u00a0Marketing Shake\u00a0invited me for a speaking gig on Google Ads and AI. The event itself was great. Getting there, not so much. The morning of the event, the weather was good.&nbsp; Google Maps told me it was a 30-minute walk.&nbsp; So, I went walking to enjoy &hellip; <a href=\"https:\/\/nilsrooijmans.com\/daily\/matched-location-user-location\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Matched location != User location&#8221;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-1043","post","type-post","status-publish","format-standard","hentry","category-google-ads"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Matched location != User location - Nils Rooijmans<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/nilsrooijmans.com\/daily\/matched-location-user-location\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Matched location != User location - Nils Rooijmans\" \/>\n<meta property=\"og:description\" content=\"Last week, I was in Riga. The friendly people of\u00a0Marketing Shake\u00a0invited me for a speaking gig on Google Ads and AI. The event itself was great. Getting there, not so much. 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