In one of my own campaigns, I looked at the postcodes of our ads when they run in Australia. There were 18 clicks with an associated postal code. But that same day, 30 clicks were recorded from Australia. Google therefore did not know the location of these 12 clicks well enough to associate them with a postal code. Those 12 clicks would have been wasted if I was only targeting zip codes, rather than larger entities like cities or regions. Therefore, to get more volume and reduce the number of campaigns to manage, it is often desirable to target larger areas, such as cities or regions.
But as a franchise, if I run a campaign for all of Mountain View, it's possible that one of the locations will eat up 70% of the budget, leaving only a small jewelry photo editing service amount for the other six locations. While it may make business sense to spend more where there are more people, in a franchise model there is often a contract that says each location will receive its fair share of advertising spend. So here's a script that looks at a campaign's location data and allows you to disable specific granular locations when they exceed a
certain spend level for the month. Conclusion Budgets aren't hard to understand, but they can be time-consuming and tedious to manage manually. Examine whether daily budgets are compounded to fully spend the goal; ensure that an account has not overspent; and analyzing budget usage for granular placements are all well-defined tasks – all of which make these tasks ideal for automation with AdWords scripts. The opinions expressed in this article are those of the guest author and not necessarily of Search Engine Land. Staff authors are listed here.