If you have been using the Location Targeting option on the Google AdWords, here is a good news for you. Google has added more tools on AdWords that allow you to target or exclude your ads based on the physical location of the searcher or the searcher's location interest. Plus, the default setting for locations which you don't want to target has also been changed.
Now with the recent addition, the new target options include – Target using either physical location or search intent, Target using physical location and Target using search intent. Likewise, the new exclusion options include – Exclude by physical location only and Exclude by physical location and search intent.
Here's an example elaborating the usage of the new tools:
- “Targeting method: Target using physical location
Let’s say you run a furniture store in Chicago and you want to advertise only to people located near your store. With the existing location targeting in AdWords, you can only specify the location you wish to target, Chicago. However, your ad might be shown not only to people in Chicago, but also to people elsewhere in the US whose searches include one of your keywords along with the word “Chicago”.
With the new settings, you can now target Chicago “using physical location” only. As a result, the ad will only be shown to users based in Chicago who search for keywords that are part of the campaign. Someone in, say, Milwaukee who searches for “chicago furniture stores” will not see your ad. Similarly, someone who’s in Chicago whose search indicated they’re interested in a different region will not see your ad. For example, a Chicago-based user searching for “pennsylvania amish furniture” will not see your ad. This is the case even if your campaign includes that exact keyword.
- Exclusion method: Exclude by physical location and search intent
This time, let’s assume that you run a vacation rental company and are advertising properties in California, and you don’t want to advertise to people who are based in Florida or interested in Florida properties. You can opt for a more restrictive exclusion method by choosing “exclude by physical location and search intent,” as shown below. As a result, your ads won't be shown to people based in Florida or to those who include a Florida location in their search queries.
And, here’s how the new default behavior of excluded locations will work:
- If you happen to own a restaurant in New York City, you may want to advertise special deals only to people planning a visit to the city but not to those who live there. Previously, if you excluded New York City from location targeting in AdWords, your ads wouldn’t be shown to people in the city nor to those searching for places in New York. With the new default settings, your ads won't be shown to people who are in the city, but people outside the city can see these ads if they specify “New York City” in their search queries.”
With these additions, you do have more control over your campaign. However, it is recommended that you use this advanced location targeting settings only in cases where your campaign requires more granular controls as it will limit the exposure of your ads. For more information, you can visit the Help Center.