Select targeting and observation settings

You can use targeting to specify audiences you’d like to reach or content you’d like your ads to appear on. In addition, you can use observations to get reports on certain criteria without restricting the reach of your campaign (for campaign-level targeting) or ad group.

Before you begin

For a general overview of targeting and observations, see About targeting and observation settings.

Edit targeting

You can enter “Edit all targeting” from any targeting method. Click the plus or pencil button and select a campaign or ad group. Note: When you click Topics, you’ll see a button on the right called “Edit all targeting.”

To choose targeting and observations for existing ad groups, you can use the “Edit all targeting” page. This page lets you:

  • View all of your campaign or ad group’s targeting in one place
  • Add criteria for “Targeting” and “Additional observations”
  • Switch criteria between “Targeting” and “Additional observations”


How to add targeting or observations to an existing ad group:

  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Audiences, keywords, and content dropdown menu, then depending on what you want to edit, you can:
    1. Click Search keywords.
    2. Click Audiences.
    3. Click Content to open the "Topics" and "Placement" tabs.
  3. Click the plus or pencil button Edit.
  4. On the "Add to" menu, select Campaign or Ad group, and then click Select an ad group or Select a campaign. In the window, choose an ad group or campaign from the list or search for it by name or ID.
  5. You can see all of the ad group-level or campaign-level targeting you’ve set up so far.
    • For targeting, click the Narrow targeting drop-down menu.
    • For observations, click the Add observations drop-down menu.
  6. Select a method from the drop-down menu.
  7. Select the criteria you’d like to add and click Done.
  8. At the bottom of the page, click Save.

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