From the Digity Blog

3 Huge Ways to Improve Your Adwords Campaigns

  • By Phil Taylor
  • 26 Nov, 2015

Almost all AdWords optimisation is aimed in one of two directions: 

  1. Expanding your high-quality traffic to increase conversions
  2. Cutting back your lower-quality traffic to improve conversion rates and CPA.

Of the three tips shared below, the first two are designed to identify the lower-quality traffic from your campaigns, and take simple action to address it. The third one will help expand the coverage of your activity, when you’re already maxed out in all the most obvious ways.

  1. Concentric geo-targeting

When running a campaign targeted around a very specific location, the most precise way to hit your desired area is with ‘radius targeting’, drawing a circle of any given size around your target spot, and showing your ads to users within that area.

How large you draw that circle depends on several factors, including budget, the size of the population available to target, and just how proximity-sensitive your campaign is.

But what if you want to test the effect on your traffic of distance-from-source… or you need to target a relatively large area, but you’re pretty sure that conversion rate will improve, the closer in your users are? Then draw a circle within a circle, and bid higher within the closer area.

You will usually find that this works in the way you would expect (as in the example above): The closer in to your target, the better the conversion rate and cost per conversion.

The drop-off - if it exists - will be different in each case, but armed with data of the sort shown above, you will be able to adjust bids appropriately to make more of your better-converting traffic, and lower bids elsewhere accordingly.

2) Search Partner traffic

It isn’t broadcast as widely as it used to be, and it’s easy to forget, but a high proportion of AdWords search traffic, often comes from sites other than Google.

Unless you opt out of it explicitly from your settings, you are likely to be showing your ads on a network of ‘search partners’ including,,

As you would expect this traffic often performs differently from your core Google traffic, but the differentiated data isn’t as obvious as it could be in the Adwords interface.

To analyse search partners traffic, from the campaigns, ad group or keyword ad tab, from the ‘Segment’ dropdown, select ‘network (with search partners)’.

You will then see a breakdown of performance separating pure Google Search and the search partner element.

In practice, you will often find that search partner traffic is less cost-effective, in which case, you may well want to exclude search partner traffic, which is easily done from within your campaign settings.

3) All languages

As promised, the final tip offers a way to expand the reach and volume of your campaign, when you just want more.

The tip is, quite simply, change language settings from the default ‘English’ to ‘All languages’. You will now show your ads to a great new segment of otherwise untapped users.

This change is not nearly as risky or quality-compromising as it might sound. The language targeting simply determines which ‘default language’ setting on a user’s Google interface settings, make the user eligible to see ads.

Whether the user actually sees your ad is still determined by your keyword selection, so the user still has to show an interest in your services (and do so in your language) to trigger your ads. Although it might look like you’re opening the floodgates, provided your keyword selection is tight enough (be wary of unmodified broad match) - you’ll still be filtering your traffic perfectly well - just from a larger pool.

When you’re looking for more traffic , but you’ve reached your limits on impression share, keyword selection and CTR, this is a simple but very useful settings change just to expand the reach of your activity.



Digity Blog

By Chris Lunn 18 Aug, 2017
GDPR is coming next May and it's been eye-opening for me to see just how much there is to consider to ensure you're fully compliant.

I've heard lots of comments about the fact that companies 'should be already doing all of this' and whilst I agree, the simply truth is, I can't think of many that actually are in full.  There's also quite a lot naivety about Brexit and the impact but the fact is, this is 100% happening.

We're getting close to appointing our official partner to help support clients so if you answer no to one or more of the below questions, get in touch and we'll let you know how we can help.

  1. Do you have a data protection policy?

  2. Does your team get regular data protection training?

  3. Is data protection covered in your company handbook?

  4. Regarding data storage, do you have an up-to-date document which outlines where the data is stored?

  5. Are all files (Excel/Word etc) which have contact data within them encrypted and protected?

  6. Are your personnel contracts compliant with GDPR?

  7. Do you have a documented process for handling subject access requests?

  8. Do you know exactly where your data is stored via 3rd party systems or applications i.e. MailChimp, Accounting System, CRM system etc?

  9. Regarding the systems you may be using which hold contact details, do you know if they are GDPR compliant?

  10. Do you have a clear audit trail for how people joined your mailing list?

  11. Do you have a clear unsubscribe mechanism on your marketing email communications?

  12. Do you have a documented process for how to handle a data protection breach?

  13. Is your office secured effectively to avoid anyone entering and stealing devices with data on them?

  14. Are your mobile phone and tablets secured effectively?

  15. Can you deactivate your mobile/tablet devices remotely to avoid data breaches?

  16. Do you have a data retention policy detailing how you will store data on an individual, how long for and what you'll do when you no longer need those details?

  17. Do you have a privacy statement and terms of use on your website?

  18. Do you have an up-to-date cookie policy on your website detailing what information you will be storing and for what purpose?

This list is the tip of the iceberg but if you've answered 'no' or 'not sure' to any of the questions above, we'd recommend getting in-touch to find out more about how we can help.  We have different specialist consultants to ensure you can soon answer 'yes' to all of the above questions & more which will come your way.  As the deadline closes in, demand will rise for these services so don't wait until the new year, get in-touch today.

Contact us to find out more about GDPR.
By Ellie McDaniel 08 Aug, 2017
Google Analytics tracks users and views to provide key insights into acquisition and behaviour flow, making it a very powerful tool for website owners. If you have installed Google Analytics into your website but haven't looked at the data, or do not understand what the data is telling you, this post is for you. 

Firstly we'll cover the key terms you'll need to understand and some of the key information you can extract from the Analytics tool. 
By Catherine Dove 04 Aug, 2017

Our Brighton office is buzzing with excitement as Pride approaches this weekend. Rainbows are everywhere, from banners and flags to buses and balloons, and so many small businesses are showing their support for this massive event.

Celebrating Gay Pride as a business is not a new concept, but it is something that is becoming more and more popular, as businesses become more comfortable being part of the celebrations and realise the benefits that can come alongside it.

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