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 physically located
  • the places 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 either one. 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 physically 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 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 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 physically 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 your targeted locations

This option lets you show your ads only to people who are likely to be physically located within the area you've targeted.

If people outside of your targeted area include terms related to your targeted locations in their searches, they won't see your ads.

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 physically 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 physically 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 physically located in the areas you've excluded. People who are physically outside these areas may still see your ads.

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