Target ads to geographic locations

AdWords location targeting allows your ads to appear in the geographic locations that you choose: countries, areas within a country, a radius around a location, or location groups, which can include places of interest, your business locations, or tiered demographics.

Location targeting helps you focus your advertising on the areas where you'll find the right customers, and restrict it in areas where you won't. This specific type of targeting could help increase your return on investment (ROI) as a result.

When it comes to advertising on AdWords, consider the real estate adage: "Location, location, location!" Regardless of how great your ad is, it probably won't perform as well if it doesn't appear in the right places. Reach your customers where they are and where your business can serve them by using AdWords location targeting. You can set and then adjust your location targeting settings at any time.

Targeting the right locations for your business

Get guidance on choosing the location targets that are most appropriate for your business.

Compare location target types: countries, areas within a country, or radius

See more details below about each location targeting level and the types of businesses that could be a good fit.

Location target Description Types of businesses that could benefit Types of businesses that might not benefit
Countries Targeting your ads to a country or multiple countries can be a good idea if you provide products and services to those large areas. Targeting entire countries allows you to receive more ad exposure than you would by targeting a few individual cities or regions within a country.
  • A national business serving an entire country
  • An online retailer shipping worldwide
  • An international business selling to several countries
A business that doesn't serve all regions or cities. In this case, you might target individual regions or cities instead.
Areas within a country Consider using more precise targeting if your business doesn't serve all regions or cities, or you'd like to focus your advertising efforts on certain areas within a country. Depending on the country, you can target regions, cities, or postal codes.
  • A business that serves a local neighborhood
  • A business with special offers in selected locations
  • A business selling products in selected regions or cities
A business that is trying to reach most of the regions in a country, with just a few exceptions (say, all of the U.S. except for Alaska). In this case, it might be better to target the whole country, and then exclude the other areas.
Radius around a location Radius targeting (also known as proximity targeting or "Target a radius") allows you to choose to show your ads to customers within a certain distance from your business, rather than choosing individual cities, regions, or countries.
  • A business that delivers within a selected radius
  • A local business whose customer base is within a radius around the business
A business that only wants to reach specific cities, regions, or countries.
Tips for choosing the right locations for your business

What to consider when choosing your location targets:

  • Be sure to target the locations where your customers are—which isn't necessarily the same place that your business is located. For example, if you own an e-commerce company, target all the locations you ship to, not just where your business is physically located.
  • If you target an area where your business isn't located, you won't be able to see your ad when you search on Google.com. However, you can use the Ad Preview and Diagnosis Tool to find your ad.
  • If you target a small radius, your ads might only show intermittently or not at all. That’s because small targets might not meet our targeting criteria.
  • It's also a good idea to keep your language and location targeting settings consistent. For example, if you're targeting English-speaking users in England, remember to target the English language, and be sure that your ads are written in English.

Example

Adrian wants to advertise his hotel in Spain to English-speaking customers who live in England. He targets his ads to England and writes his ads in English.

Set up location targeting


Click an option below for location targeting instructions. Keep in mind that available location target types vary by country.

Suggested time for task: 5-7 minutes

How to reach audiences in entire countries
  1. From the page menu on the left, click Campaigns.
  2. Click the name of the campaign that you'd like to edit.
  3. From the page menu on the left, click  Settings.
  4. Click the drop-down arrow next to "Locations."
  5. Enter the name of the country that you'd like to target.
  6. Click Save to add the location.


Guide me in my account: Change location targeting

How to reach audiences in areas within a country
  1. From the page menu on the left, click Locations.
  2. Click the name of the campaign that you'd like to edit.
  3. Click the blue pencil icon.
  4. Enter the name of the location that you'd like to target. If you're entering a city name, add the country name as well. You don't want to target Paris, France, if you're trying to sell cowboy hats to customers in Paris, Texas.
  5. Click Save to add the location.

Try it now

Set location targeting for multiple campaigns at once

Here's how to set location targeting for multiple campaigns at the same time:

  1. From the page menu on the left, click Campaigns, then Settings.
  2. Check the box next to any campaigns that you want to change.
  3. Click the Edit drop-down menu, then choose Change locations.
  4. In the box that appears, choose whether you would like to set new locations for the selected campaigns or add new, additional locations to those campaigns.
  5. Type a location in the text field. After you select a location, additional text fields will appear where you can add more locations.
  6. Optional: We recommend you click Preview to see how your campaigns’ location will change.
  7. Click Apply.

Tip

While on the campaign settings page, you can click the filter icon Filter to show only campaigns that match specific criteria. This can make it easier to make changes in bulk to certain campaigns.

How to target a radius around a location

Selecting a radius

When you target a radius, it's worth keeping in mind that selecting a small radius could mean that your ads might only show intermittently or not at all. That’s because small targets might not meet our targeting criteria. 

  1. From the page menu on the left, click Locations
  2. Click the name of the campaign you wish to edit.
  3. Click the blue pencil icon, then select Radius.
  4. In the search box, enter the address of the location you'd like to use for the center of the radius. Enter the radius that you'd like to target and select a unit of measurement from the drop-down menu. 
  5. Check the map to make sure you're targeting the correct area. When you're ready, click Save to add the radius target.
  6. Click Save.

Advanced: Targeting multiple locations in bulk

AdWords allows you to add a bulk list of up to 1000 location targets at a time, rather than adding each location one-by-one. We also offer tools for bulk editing. Click an option below to find out more.

How to add multiple location targets in bulk
  1. From the page menu on the left click Locations.
  2. Click the name of the campaign you wish to edit, then click the blue pencil icon.
  3. Check the box next to "Add multiple locations."
  4. In the box, paste or type the names of up to 1000 locations that you'd like to target (with each location on a separate line), and add locations from one country at a time. See the list of locations that can be targeted.
    • To target more than 1000 locations, you can add location targets in bulk multiple times. For example, if you'd like to target 1200 locations, add your first 1000 location targets. When you're done, add the remaining 200 locations.
    • To target a city or zip code, include the full name of the country or state as well—for example, Oxford, England or 94103, California.
  5. If you wish to restrict your results to one country, click the field below the location entry box and select your desired country.
  6. Click Search.
  7. We'll display all locations that matched your search in the review panel. Review your results, then click Target All to target all of the locations that matched your search, or Exclude all to exclude all of the locations that matched your search. To target individual locations from the review panel, click Target next to the location you wish to add as a target.
    • If you searched for any location targets that weren't found, you'll find them in the box where you entered the list of locations.
    • Clicking the gray “x” button will remove all locations from the review panel, as well as from your existing location targets or location exclusions.
  8. Under "Targeted locations", you'll see the location targets that you've just added.
  9. Click Save.
  10. Once you've confirmed your changes, click Save on the Settings page.

Try it now

How to target multiple locations across campaigns

Location targeting data template(download CSV)

Attribute Specification Sample Values
Address line 1 The complete and exact street address for the location (80 characters maximum). 43 River Street
Address line 2 The mailbox or suite number, if needed (80 characters maximum). B3
City The location’s city. San Francisco
State/province The location’s state or province. California
Postal code The location’s postal code. If it begins with zero, make sure that your spreadsheet formatting doesn’t remove the zero as the first digit. 94102
Country The country code. You can also use the ISO 3166-1 alpha-2 country code. US

Use the geographical targeting table to find all the locations you can target and how you should refer to them in your template.

Other bulk editing options

See location target limits for your campaign.

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