When it comes to AdWords, all locations are not created equal. It’s important to track which locations are converting — and which aren’t. With AdWords, you can increase or decrease bids based on the location you’re targeting, and diving into the geographic data can help you better spend your hard earned money.

Of course this data can be found quickly within Google Analytics if you have AdWords auto-tagging enabled and a linked account, but you can also find this information directly within the AdWords interface. Just follow the steps outlined below.

1. View Your Campaign Settings

In the setting tab, you’ll see a “locations” button below, click that.

2. View Location Reports

Once inside the location settings, you’ll want to see more than just the main targeted location that you chose in AdWords. Click on the “View location reports” and choose whether you want to search by user locations or by geographic terms (this will depend on your overall campaign settings):

In this case, I wanted to see the overall conversions based on where the users are located, so I chose “Where your users were” report. Furthermore, my goal is to see which cities I am spending the most money on and where I am gathering the most conversions. To see this, click on the “View” button:

You’ll then see the full gamut of targeting options that are available. Again, in this exercise I am looking for city data, so I’ll go ahead and choose that selection. The other selections are very handy and can support other marketing initiatives. A few examples where this can by used is when looking at conversion rates for a politician in Congressional districts, or looking at activity by DMA and targeting offline activity based on volume.

3. Gather Your Data

Once you punch in the location view, you’ll then obtain all of the data that you are looking for and the number crunching can begin:

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