Google has made changes in functioning of location targeting for international searches. The change will allow ads to be seen across countries, when the search query has a local intent.
Advertisers using "default" or "location of interest" setting will be able to target the ads on the basis of:
- Location that people are searching for
- Location people are searching from
Google explains the tweak, saying,
"For example, let’s say you own a hotel, and you are currently targeting Paris with the keyword “Paris hotels.” Previously, only people searching on Google.fr or Google.com from France could see your ad. Starting the week of November 11, your ads will be eligible to show to people searching for “Paris hotels” from anywhere in the world — for example, someone who lives in New York City who is booking a vacation in Paris".
There are chances of ads beginning to appear to searchers at places where they were not showing earlier. Google says that the change may result in an increase of impressions. Advertisers who want to narrow their location settings can use advance location options or exclude geographic locations to do so.