A unique number that's assigned to every computer or other device that connects to the Internet.
- Internet Protocol (IP) addresses are assigned to Internet devices by Internet Service Providers (ISPs). Sometimes, ISPs assign the same IP address to a large number of computers. As a result, multiple computers may have identical IP addresses.
- IP addresses can often be used to identify the location from which a computer is connecting to the Internet. When you set location targeting for your ad campaign, IP addresses help Google Ads know which customers seem to be using a computer in your targeted region
- You can use IP exclusion to help prevent your ad from showing to a particular IP address.
How IP addresses appear
IP addresses can appear in the following forms:
| Version name | Template | Description |
|---|---|---|
| IPv4 | x.x.x.x |
The x represents a series of numerals between 0 and 255 called an octet. Each IPv4 address must contain three periods, and four octets. |
| IPv6 | y : y : y : y : y : y : y : y |
The y represent sections called segments, and can be any value between 0000 and FFFF using numerals 0-9 and letters A-F. There must be 8 segments, each separated by colons — not periods. |