Search Advertising assessment study guide

About advanced location options

Location targeting based on household income is being automatically migrated from location targeting into demographic targeting. To make household income targeting changes or see your reports, go to the Demographics section of your Google Ads account.

Location options let you include or exclude people based on:

  • where they're likely to be located
  • the places that they’ve shown interest in

By default, location targeting includes both physical locations and locations of interest, but advanced advertisers can use these options to limit their targeting to a subset of these categories. This article goes over the advanced options for location targeting and location exclusion. Note that advanced location options only apply to ads on the Search and Display Networks.

Compare location targeting options

By default, you'll be able to reach people who are likely to be located, or who are regularly 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 were recently 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.

You can have the option to switch to a different way of targeting. Let's take a look at our available targeting options.

Reach people in, or who show interest in, your targeted locations

This default and recommended option lets you reach people who are likely to be located, or who are regularly located in your targeted location, as well as people who have shown interest in your targeted location.

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 your campaign’s traffic.

Reach people in or who are regularly in your targeted locations

This option lets you show your ads to people who are likely to be located, or who are regularly located in your target area. This doesn't include people who searched for your target locations but whose physical location was outside the target location at the time of searching.

Reach people who are searching for your targeted locations

This option lets you show your ads to anyone who searches on Google for your targeted location. If a person doesn’t specify a location in their search, then the system uses their physical location for targeting.

Compare location exclusion options

By default, you'll exclude people located in or showing interest in your excluded locations.

You have the option to change your default setting to exclude only 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.

Don’t show ads to people in, or who show interest in, your excluded locations

With this option, we won't show your ads to people who are likely to be located in your excluded location OR who showed interest in your excluded location.

Don’t show ads to people within your excluded locations

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

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