Search
Clear search
Close search
Google apps
Main menu

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.
  • Location targeting helps you focus your advertising on the areas where you'll find the right customers, and restrict it in areas where you don't – which could help increase your return on investment (ROI) as a result.

When it comes to advertising on AdWords, consider the estate agent 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 delivering 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 postcodes.
  • A business that serves a local neighbourhood
  • 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 US except 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:

  • Make sure that you 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 that you deliver 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 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, then remember to target the English language, and make sure that your ads are written in English.

Example:

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

Set up location targeting


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

Suggested time for task: 5-7 minutes

How to target entire countries
  1. Sign in to your AdWords account at https://adwords.google.co.uk.
  2. Click on the Campaigns tab.
  3. Click on the name of the campaign that you'd like to edit.
  4. Click on the Settings tab.
  5. Click on Edit next to Locations.Locations
  6. Enter the name of the country that you'd like to target. Target a country
  7. Click on Add to add the location. Add a country
  8. Click on Save to save your settings.
Try it now
How to target areas within a country
  1. Sign in to your AdWords account at https://adwords.google.co.uk.
  2. Click on the Campaigns tab.
  3. Click on the name of the campaign that you'd like to edit.
  4. Click on the Settings tab.
  5. Click on Edit next to Locations.Locations
  6. Enter the postcode or 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. Target a metro
  7. Click on Add to add the location. Add a metro
  8. Click on Save to save your settings.

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. Sign in to your AdWords account at https://adwords.google.co.uk.
  2. Click on the Campaigns tab at the top.
  3. Click on the Settings sub-tab.
  4. Tick the box next to any campaigns that you want to change.
  5. From the Edit menu, select Location….
  6. In the box that appears, choose whether you would like to add locations to the selected campaigns or replace the locations of those campaigns.
  7. Then type a location in the text field. After you have selected a location, additional text fields will appear where you can add more locations.
  8. Optional: We recommend you click on Preview changes to see how your campaigns’ location will change.
  9. Click on Make changes.

Tip:

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

How to target a radius around a location

Selecting a radius

When you target a radius, we'll show a list of locations that are contained within the radius, also known as "Locations within this target". It's a good idea to review these locations to make sure that you've captured the areas that you expected. Bear in mind that if you select a small radius, your ads might only show intermittently or not at all. That’s because small targets might not meet our targeting criteria. You'll also have the option to refine your targeting by individually selecting cities or regions within the radius.

  1. Sign in to your AdWords account.
  2. Click on the Campaigns tab.
  3. Click on the name of the campaign that you wish to edit.
  4. Click on the Settings tab.
  5. Click on Edit next to "Locations" and click on Advanced search.
  6. Click on Radius targeting. Target a radius
  7. In the search box, enter the address of the location that you'd like to use for the centre of the radius. Enter the radius that you'd like to target and select a unit of measurement from the drop-down menu.Search box
  8. Click on Search to locate the radius on the map.Target radius map
  9. Check the map to make sure that you're targeting the correct area. When you're ready, click on Add to add the radius target. You can also select Add all to add all of the individual locations within the radius that you've selected instead of adding the radius target. If you want to refine the list of areas that you'd like to reach, you can target only certain locations or exclude some locations from the Locations within this target list. In some instances, we won't be able to show reach for an area that is too small or because there isn't enough data for the location. Target radius
  10. Click on Done at the bottom of the window.
  11. Click on Save to save your settings.
About the provided location targeting suggestions

You may have noticed that when you edit your location targeting settings, AdWords suggests other locations that you might want to target. You can review these suggestions to see if they make sense for your ad campaign.

Available location targeting suggestions:

  • Locations that enclose: Enclosing locations are larger areas that contain the location that you've selected. You might consider adding this larger enclosing location if you want to reach a larger audience.
  • Related locations: Related locations may be near the location that you've entered, have a similar name or enclose a location that has a similar name. Related locations can be added to or excluded from your campaigns.
  • Nearby locations: Next to the name of a location, you may also see a Nearby link. Nearby locations are, as you might have guessed, locations that are nearby that you may also consider adding to or excluding from your campaigns.

Location groups

Location groups allow you to reach customers based on the types of places they visit, demographic information based on their location, or when they are at or near your places of business (based on your location extensions). You’ll find the “Location groups” tab by going to your Settings tab, clicking on Edit next to “Locations" and clicking on Advanced search.

How to target a place of interest

Target places of interest to reach people located in airports, universities and central commercial areas.

Target an individual airport or university

To target a single airport, enter the airport code or the full airport name along with the name of the country (e.g. London Gatwick Airport, United Kingdom). See the full list of airports that you can target in AdWords (select "Airport" as the Target Type).

To target a single university, enter the full name of the university.

Target all available airports, central commercial areas and universities within a specific location

  1. Sign in to your AdWords account at https://adwords.google.co.uk.
  2. Click on the Campaigns tab.
  3. Click on the name of the campaign that you wish to edit.
  4. Click on the Settings tab.
  5. Click on Edit next to "Locations" and click on Advanced search.
  6. Click on Location groups.
  7. Click on Choose location group type.
  8. Select Places of interest and enter a location that you’d like to target within.
  9. Click on Select type and select from Airports, Central commercial areas or Universities.
  10. Click on Add.
  11. Click on Done at the bottom of the window.
  12. Click on Save.
How to target a location by demographics (currently average household income only)

Target locations by demographics to reach groups of people based on their location’s approximate average household income. Based on publicly available data from the US Internal Revenue Service (IRS), advertisers are able to target ads to certain areas according to their average household income. This feature is currently available for US locations only.

Available household income tiers (US only)

  • Lower 50%
  • 31-40%
  • 21-30%
  • 11-20%
  • Top 10%

Instructions to target a location by demographics

  1. Sign in to your AdWords account at https://adwords.google.co.uk.
  2. Click on the Campaigns tab.
  3. Click on the name of the campaign that you wish to edit.
  4. Click on the Settings tab.
  5. Click on Edit next to "Locations" and click on Advanced search.
  6. Click on Location groups.
  7. Click on Choose location group type.
  8. Select Locations by demographics and enter a location that you’d like to target within.
  9. Click on Select type and select from Average household income or Average household spend.
  10. Click on Add.
  11. Click on Done at the bottom of the window.
  12. Click on Save.

 

Targeting locations by demographics or places of interest

To ensure that your ads reach the most customers, whether targeting locations by demographics or places of interest, we recommend also targeting a broader, encompassing area. Then you can set location bid adjustments for locations by demographics or places of interest. For example, to reach customers in high-income areas of Cheshire, we recommend targeting both the county of Cheshire and high-income areas in Chester, and setting a location bid adjustment to +50% to those high-income areas.

Advanced: Targeting multiple locations in bulk

AdWords allows you to add a bulk list of up to 1,000 location targets at a time, rather than adding each location one by one. We also offer tools for bulk editing. Click on an option below to find out more.

How to add multiple location targets in bulk
  1. Sign in to your AdWords account at https://adwords.google.co.uk.
  2. Click on the Campaigns tab.
  3. Click on the name of the campaign that you wish to edit.
  4. Click on the Settings tab.
  5. Click on Edit next to "Locations" and click on Advanced search.
  6. Click on Bulk locations.
  7. In the box, paste or type the names of up to 1,000 locations that you'd like to target, and add locations from one country at a time. See the list of locations that can be targeted.
    • To target more than 1,000 locations, you can add location targets in bulk multiple times. For example, if you'd like to target 1,200 locations, add your first 1,000 location targets. When you've finished, add the remaining 200 locations.
    • To target a city or postcode, include the full name of the country or state as well – for example, Oxford, England or 94103, California.
  8. Select the country code for this set of locations.
  9. Once you've entered your locations, click on Search.
  10. We'll display all locations that matched your search in the review panel. Review your results, then click on Add all matched locations to target all of the locations that matched your search.
    • 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.
    • Selecting Remove all matched locations will remove all locations from the review panel, as well as from your existing location targets or location exclusions.
  11. Under the section "Selected locations", you'll see the location targets that you've just added.
  12. Click on Finished.
  13. Once you've confirmed your changes, click on Save on the Settings tab.

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
Town/City The location’s city. San Francisco
County The location’s state or province. Kent
Postcode 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. UK

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

Create and upload location targeting data

To get started, create your location targeting data offline as a .csv, .tsv, .xls, or .xlsx file and then upload it to your account's "Business data" section.

  1. Go to the "Shared library" in your AdWords account.
  2. Under "Business data" click "View".
  3. Click + Data, select "Location targeting data"
  4. Enter a name for your data file.
  5. Click Browse for file and attach your data file.
  6. Click on Upload.
  7. Check your data for any errors after you've uploaded it. Address errors may not show up for 3 to 4 hours.

NOTE: We currently support a maximum of 10,000 locations. If your data file contains more than 10,000 locations, you may be able to upload it but, your location targeting will not take effect. Therefore, we suggest breaking up your data into separate files to meet the maximum locations limit.

You can also use the AdWords API to get, add, update, or remove items in your data. If you received any upload errors, learn how to fix them.

Other bulk editing options

See location target limits for your campaign.

Next steps

 

Was this article helpful?