Search
Clear search
Close search
Google apps
Main menu
true

Understanding advanced location options

  • Location options let you 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 be displayed to both types of location.

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 who show an interest in your targeted location (recommended)
  • People in your targeted location
  • People searching for, or who show an interest in your targeted location

Advanced location exclusion options allow you to exclude:

  • People in, searching for, or who show an interest in 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. People can show interest through terms used in their searches, if they have recently been in a location, or through content that they view related to the location (such as pages or sites).

Areas that people show interest in are also known as locations of interest, which we identify regardless of the Google search domain that 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 might work with some hypothetical campaigns below.

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 who show an interest in my targeted location

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

Example:

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

By using the default setting to reach people in, searching for, or who show interest in my targeted location, your ads can appear for people in Manchester searching for 'taxi', as well as people throughout the world searching for or showing interest in 'Manchester taxi', if the language of their search is also the one that you've selected in your language targeting settings.

Targeting option: Reach people in, searching for, or who show an interest in your targeted location
Target location: Manchester
Target keyword: taxi

Network Person's location Searching for or showing an interest in Ad eligible to be shown?
Search or Display Network

Manchester (all Google Search domains)

taxi Yes
Search or Display Network London Manchester taxi Yes
Search or Display Network Manchester taxi to Liverpool Yes*
Search or Display Network Manchester Leeds taxi Yes*
Search or Display Network Paris, France
(all Google Search domains)
Manchester taxi Yes

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

Reach people in your targeted location

“Reach people in your 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 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 the location term in query is ignored.

Example:

Let’s say that your Manchester-based taxi company wants to only reach people located in Manchester 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 Manchester when they search for your keyword taxi, regardless of the Google domain that they used to do their search.

If someone located in London searches for 'Manchester taxi', your ads won't appear, even though the location Manchester is in her search.

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

Network Person's location Searching for or showing an interest in Person sees your ad
Search or Display Network

Manchester (all Google Search domains)

taxi Yes
Search or Display Network London Manchester taxi No
Search or Display Network Manchester taxi to Liverpool Yes*
Search or Display Network Manchester Leeds taxi Yes*

* If your taxi company also wants to reach customers who want to travel from Manchester to Liverpool (and assuming that 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 Manchester. Also, people in Manchester are eligible to see your Manchester-targeted ads when they search for Leeds taxi, though they’ll rarely see this ad on Google due to other ads' quality factors.

Reach people searching for, or who show an interest in my targeted location

”Reach people searching for, or who show an interest in your targeted location” allows you to show your ads to anyone who shows an interest in your targeted location by either searching for, viewing content about or having settings related to that targeted location.

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

Example:

Consider your Manchester taxi company again. You decide that you want to reach any people in the UK who are searching explicitly for taxis in Manchester. A customer in London, Leeds, or any other part of the UK who searches for Manchester can now see your ad if the language of the query matches your language settings.

However, if a customer in Manchester searches only for taxi, then they won't be able to see your ad.

Targeting option: Reach people searching for, or who show an interest in my targeted location
Target location: Manchester
Target keyword: taxi

Network Person's location Searching for or showing an interest in Person sees your ad
Search or Display Network

Manchester

taxi No
Search or Display Network London Manchester taxi Yes
Search or Display Network Manchester taxi to Liverpool No
Search or Display Network Manchester Leeds taxi No
Search or Display Network Paris
(all Google Search domains)
Manchester taxi Yes

Compare exclusion options

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

You have the option to change your default settings 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 who show an interest in 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 have shown an 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 shop ads won't appear for anyone that searches for 'Lancashire ski equipment' since those searchers are probably looking for 'ski shops in Lancashire'. Excluding by physical location or search intent keeps your ads from appearing for people physically located in Lancashire OR people who search for Lancashire ski equipment.

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

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

No

 

 

Kent Lancashire 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 that you own a ski equipment shop in Scotland that delivers to anywhere in the United Kingdom. You've found that you have very few sales from Cornwall, 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 to people in Cornwall who search for ski equipment.

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

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

Yes

 

 

Scotland Cornwall ski equipment

Yes

    Cornwall ski equipment No

How to edit your advanced location options

Click on the link below for instructions on how to change either your advanced targeting or exclusion options.

Instructions on editing your targeting or exclusion options

Bear 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 – Shopping ads”
  • "Search Network only – Dynamic Search Ads"
  • “Search Network only – All Features”
  • “Display Network only – Remarketing”
  • “Display Network only – All Features”

If you're choosing a marketing objective for your "Display Network only" campaign, you can use advanced location options with any objective except "Install your mobile app" or "Engage with your mobile app". 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. Find out 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.co.uk.
  2. Click the Campaigns tab.
  3. Select the name of the campaign that 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. When you've made your selection, click Save.
Try it now

Next steps

Was this article helpful?
How can we improve it?
Reach more customers with an online ad

With AdWords, you can run ads on Google to stand out on local searches. Only pay when your ad is clicked on. [Learn more]

Sign Up for AdWords