IP address

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.

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