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Geo-targeting

Geo-targeting increases ad relevancy by selecting creative content to show based on the viewer's geographic location. Using the same geo-lookup technology that powers Google Maps, you can dynamically update an ad's images, text, videos, and more. For example, you may want to highlight a new business location opening in Paris for viewers in that area.

There are two categories of geo-targeting available:

AdWords API geo-targeting (recommended)

Global content targeting based on a variety of geographic location types, including (but not limited to):

Advertisers can place multiple, different geographic location types into the same column of the feed; therefore, there can be separate content targeted for San Francisco and California in the same column of the feed.

Use the AdWords API for strategies that require more flexible targeting. See some geo-targeting examples.

Standard geo-targeting

Targets content based on one of the following geographic location types:

  • country (global)
  • DMA region (US only)
  • postal code (US only)

If you wish to use more than one of these location types, you must create a separate column in the feed for each type.

Use standard geo-targeting for feeds that contain many different location values within one cell or feeds that will be updated frequently.

Create your feed

  1. Start with a feed template Refer to the sample feeds and starter kits as a starting point.
  2. Fill out the feed Follow these general feed instructions to begin populating the feed.
  3. Add the geo-targeting column After following the general feed instructions, make sure to add a column for geo-targeting (e.g. city, state, region, etc.). Enter the appropriate geographic value for which each row of content that is targeted. Follow these formatting instructions when populating the geo-targeting column.
AdWords API Tip
To avoid content selection problems, make sure the geographic values you're using in your feed are available in the AdWords geographical targets list

Create your Studio profile

After uploading the feed to the Studio profile, follow the below steps that are specific to geo-targeted strategies:

  1. Navigate to Step 2: Manage Data. In the Data types and filters section, select the appropriate field type for each of the columns in the feed. For the geo columns, select the appropriate geo type:

    • For Standard geo-targeting, select the name of the location type: Metro code (DMA), Postal code, or Country code.

    • For AdWords API geo-targeting, select Accurate geographic type.
      Setting data types - accurate geographic type
  2. Navigate to Step 3: Manage Rules. Confirm that the "Type" drop-down is set to Auto-Filter and the "Summary displays" Filtering on: Geo_Code (or whatever the geo column is called). If necessary, click Manage to update the filtering column.

    Confirm the feed is filtering on the geographic column
  3. In Step 4: Generate Code, the dynamic code is generated. Follow these steps to incorporate the dynamic code into the creative asset files and upload the final assets to Studio.

  4. In Step 5: Preview, preview the creative by entering the name of the appropriate location into the parameter field and clicking Launch/update preview.

    Note that geo codes aren't supported in dynamic preview.

  5. Publish your profile.

Additional resources

  • Take a look at the Rich Media Gallery for an examples of geo-targeted creatives.
  • Read these FAQs for answers to the most common questions, plus best practice tips.

 

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