Use Geo targeting to target users from a particular geographic area. For example, you might invite users from a specific city to attend an in-person event or to visit your retail location. While typing in the Values field, you’ll see suggestions from the Google Ads Geographical Targeting API to help speed rule creation.
In this article:Variables
- City
- Region
- Metro
- Country
Match types
The following match types are available: Equals and Does not equal.
Equals / does not equal
The geographical location in the value must be an exact match of the entered value for the condition to evaluate as true.
Example:
| Variable | Match type | Value |
| City | equals | Mountain View, CA |
Will evaluate true for:
-
Website visits coming from Mountain View, CA.
| Variable | Match type | Value |
| Country | does not equal | United States |
Will evaluate true for:
-
Website visits coming from anywhere other than the United States.
Operators
AND
The AND operator is useful when you wish to target a variant based on multiple rules that all need to be true. Conditions using the AND operator will only evaluate as true when all of the values are met.
Example:
To target users from the United States visiting your /nexus_9 page, create two rules joined by the AND operator.
A URL targeting rule:
| Variable | Match type | Value |
| URL | equals | https://store.google.com/product/nexus_9 |
...and a Geo targeting rule:
| Variable | Match type | Value |
| Country | equals | United States |
OR
The OR operator is useful for targeting multiple values where only one needs to be true for the condition to evaluate as true. Conditions using the OR operator will evaluate as true when any of the values are met. When targeting multiple values, OR is automatically appended after entering a value and pressing return.
Example:
To target visitors coming from either the United States OR Canada, create a rule with two countries in the Value field separated by the OR operator.
| Variable | Match type | Value |
| Country | equals | United States or... Canada |
The OR operator is supported within individual conditions but you can't use it to combine multiple conditions. For example, you can build a condition like this: "path equals /store OR /shop" but you can't use OR across multiple conditions like this: "path equals /store OR host equals example.com"
Example: Target visitors from specific countries
Use the Country variable to target your experiments at visitors coming from the United States, Canada and Mexico. In targeting rules, multiple values automatically get the "or" operator, which means that your variant would be applicable to a visitor from either the United States or Canada or Mexico.
Use the Geo targeting rule:
| Variable | Match type | Value |
| Country | equals | United States or... Canada or...Mexico |
Related resources
- Google Ads API Geographical Targeting – Table of all available geographical targets.