Thousands of businesses, specifically online e-commerce based businesses, often use Google Ads to target the entire United States, or at least the Continental United States (sorry, Alaska & Hawaii).

However there are plenty of instances when different regions will behave differently. Your product may be seasonal, and you lose a huge chunk of the country when winter sets in. 

You may sell a new sunblock where you can make sales in sunny California or Texas all year long, but cloudy Washington may not be as interested. 

Now it’s true that impressions and clicks may be inherently less in those areas that don’t fit your customer needs, but impressions and clicks, no matter how few, compound over time. A few dollars here could add up to hundreds over the course of the year.

If you’re looking for a deeper understanding of which areas truly love your product, leading you to double down on your ad spend there, or locate those areas that never seem to convert, then you should be segmenting your location targeting at the state level, at the least. 

This is a simple process that could save you hundreds.

Take a look at the short video to learn how to properly segment your location targeting in Google Ads, and how to be aware of some pitfalls. It also covers how to add bid modifiers to specific locations, after you’ve made some informed decisions.