Advanced location options

  • Advanced location options allow you to include or exclude people based on where they're likely to be physically located or the places that they're interested in.
  • Advanced advertisers can use these options to limit their ads to appear only for physical locations or locations of interest, rather than using the default setting to show to both types of locations.

Once you've defined your location targeting and location exclusion settings, you may want to refine your traffic even more.

Advanced location targeting options allow you to reach:

  • People in, searching for, or viewing pages about your targeted location (default)
  • People in your targeted location
  • People searching for or viewing pages about your targeted location

Advanced location exclusion options allow you to exclude:

  • People in, searching for, or viewing pages about your excluded location (default)
  • People in your excluded location

Your advanced location options apply to ads on both the Search Network and the Google Display Network.

Compare targeting options

By default, you'll be able to reach people who are likely to be physically located in your targeted areas, as well as those who show interest in your targeted geographic areas such as by including the name of the location in a search, viewing content about the location, or selecting the location in their Google search settings.

Areas that people show interest in are also known as locations of interest, which we identify regardless of the Google search domain the person searches on. Find out more about how we determine geographic location and locations of interest.

If you like, you can switch to a different targeting option. Let's take a look at our available targeting options, and examine how they work with some example campaigns. Click any option below for more information.

Tip

Most campaigns will see a decrease in impressions when switching from the default targeting option. We suggest that you change your targeting option only if you want to refine the traffic that your campaign is getting.

Reach people in, searching for, or viewing pages about my targeted location

“Reach people in, searching for, or viewing pages about my targeted location”, the default and recommended option, will allow you to reach people that are likely to be physically located in your targeted location, as well as people who have shown interest in your targeted location.

Example

Let’s say you have a Los Angeles-based taxi company, and you want to reach both people in Los Angeles looking for a cab, as well as anyone who is interested in finding a taxi company in Los Angeles for an upcoming trip.

By using the default setting to reach people in, searching for, or viewing pages about my targeted location, your ads can appear for people in Los Angeles searching for taxi, as well as people throughout the world searching for Los Angeles taxi if the language of their search is also the one you’ve selected in your language targeting settings.

Targeting option: Reach people in, searching for, or viewing pages about my targeted location
Target location: Los Angeles
Target keyword: taxi

Network Person's location Searching for or viewing pages about Ad will be shown?
Search or Display Network

Los Angeles (all Google Search domains)

taxi Yes
Search or Display Network New York Los Angeles taxi Yes
Search or Display Network Los Angeles taxi to San Diego Yes*
Search or Display Network Los Angeles San Francisco taxi Yes*
Search or Display Network Paris, France
(all Google Search domains)
Los Angeles taxi Yes

* If your taxi company also wants to reach customers who want to travel from Los Angeles to San Diego (and assuming you have ads appropriate for those types of customers), you can use this default advanced location option to do this, since the keyword taxi will be eligible to appear for any users in Los Angeles. Also, people in Los Angeles are eligible to see your Los Angeles-targeted ads when they search for San Francisco taxi, though they’ll rarely see this ad on Google due to other ads quality factors.

Reach people in my targeted location

“Reach people in my targeted location” allows you to show your ads only to anyone who is considered to be physically located within the area that you've targeted.

If people outside of your targeted area include terms related to your targeted locations in their searches, they won't see your ads. When using this targeting option, the location of interest such as location term in query is ignored.

Example

Let’s say your Los Angeles-based taxi company wants to only reach people located in Los Angeles looking for a cab. You can reach people in your targeted location, in order to reach customers who are likely to be physically located in Los Angeles when they search for your keyword taxi, regardless of the Google domain they used to do their search.

If someone located in New York searches for Los Angeles taxi, your ads won't appear, even though the location Los Angeles is in her search.

Targeting option: Reach people in my targeted location
Target location: Los Angeles
Target keyword: taxi

Network Person's location Searching for or viewing pages about Person sees your ad
Search or Display Network

Los Angeles (all Google Search domains)

taxi Yes
Search or Display Network New York Los Angeles taxi No
Search or Display Network Los Angeles taxi to San Diego Yes*
Search or Display Network Los Angeles San Francisco taxi Yes*

* If your taxi company also wants to reach customers who want to travel from Los Angeles to San Diego (and assuming you have ads appropriate for those types of customers), you can use this default advanced location option to do this, since the keyword taxi will be eligible to appear for any users in Los Angeles. Also, people in Los Angeles are eligible to see your Los Angeles-targeted ads when they search for San Francisco taxi, though they’ll rarely see this ad on Google due to other ads quality factors.

Reach people searching for or viewing pages about my targeted location

”Reach people searching for or viewing pages about your targeted location” allows you to show your ads to anyone who shows interest in your targeted location. People can show interest in a location by including the name of the location in their searches, by viewing content about a location, or by the location that they defined in their search settings.

When using this targeting option, the actual location of the person is ignored.

Example

Consider your Los Angeles taxi company again. You decide you want to reach any people in the U.S. who are searching explicitly for taxis in Los Angeles. A customer in New York, San Francisco, or any other part of the U.S. who searches for Los Angeles taxi can now see your ad if the language of the query matches your language settings.

However, if a customer in Los Angeles searches only for taxi, she won't be able to see your ad.

Targeting option: Reach people searching for or viewing pages about my targeted location
Target location: Los Angeles
Target keyword: taxi

Network Person's location Searching for or viewing pages about Person sees your ad
Search or Display Network

Los Angeles

taxi No
Search or Display Network New York Los Angeles taxi Yes
Search or Display Network Los Angeles taxi to San Diego No
Search or Display Network Los Angeles San Francisco taxi No
Search or Display Network Paris
(all Google Search domains)
Los Angeles taxi Yes

Compare exclusion options

By default, you'll exclude people physically located in, searching for, or viewing pages about your excluded locations. This default setting helps you avoid getting impressions for your excluded areas, regardless of whether someone is located or interested in those areas.

You have the option to change your default setting to exclude just people who are located in your excluded locations. Let's take a look at our available exclusion options, and examine how they work with some example campaigns. Click any option below for more information.

Exclude people in, searching for, or viewing pages about my excluded locations

With this setting, we won't show your ads to people who are physically located in your excluded location OR to those who showed interest in your excluded location by either searching for, viewing content about, or have settings related to the excluded location.

Example

You want to make sure that your ski equipment store ads won't appear for anyone that searches for Utah ski equipment since those searchers are probably looking for ski shops in Utah. Excluding by physical location or search intent keeps your ads from appearing for people physically located in Utah OR people who search for Utah ski equipment.

Exclusion option: Exclude people in, searching for, or viewing pages about my excluded locations
Target location: United States
Target keyword: ski equipment

Excluded location Network Person's location Searching for or viewing pages about Person sees your ad
Utah Search or Display Network Utah ski equipment

No

 

 

California Utah ski equipment

No

Exclude people in my excluded location

This setting keeps your ads from appearing to people who are likely to be physically located in the area that you've excluded. People that are physically outside these areas may still see your ads.

Example

Let's say you own a ski equipment store in Colorado that ships anywhere in the United States. You've found that you have very few sales from Kansas, so you want to divert more of your budget to other areas. You decide to use physical location exclusion to keep your ads from appearing for people in Kansas who search for ski equipment.

Exclusion option: Exclude people in my excluded location
Target location: United States
Target keyword: ski equipment

Excluded location Network Person's location Searching for or viewing pages about Person sees your ad
Kansas Search or Display Network Colorado ski equipment

Yes

 

 

Colorado kansas ski equipment

Yes

    Kansas ski equipment No

How to edit your advanced location options

Click the link below for instructions to change either your advanced targeting or exclusion option.

Instructions to edit your targeting or exclusion option

Keep in mind

To update your advanced location options, you’ll need to use one of the following campaign types:

  • "Search Network with Display Select - All Features"
  • “Search & Display Networks - All Features”
  • “Search Network only - Product Listing Ads”
  • “Search Network only - Dynamic Search Ads”
  • “Search Network only - All Features”
  • “Display Network only - Remarketing”
  • “Display Network only - All Features”

If you have a different campaign type from the ones listed above, you won't be able to modify your campaign’s advanced location options. Learn about AdWords campaign types.

To edit your advanced location options, follow the steps below:

  1. Sign in to your AdWords account at https://adwords.google.com.
  2. Click the Campaigns tab.
  3. Click the name of the campaign you want to edit.
  4. Click the Settings tab.
  5. Click Location options (advanced).
  6. Click Edit. Edit your advanced location exclusion options
  7. Click Edit next to “Target” to update your targeting option, or “Exclude” to update your exclusion option.
  8. Once you've made your selection, click Save.
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