Reach customers near a location
To target a location, add a column to your feed that contains a list of canonical names from the Google Ads API (AdWords API) for the locations you want to target. When you set up the feed rules in your profile, you'll select Proximity Targeting, and set a radius around the location. You can choose one of the default radius settings or set a custom radius from a minimum of 1 km to a maximum of 1,000 km.
When the ad is served, the server will select matching feed content within that radius. If there's more than one match, feed rows will be selected in order from nearest to farthest.
- Start with a feed template. See this sample feed to use as a starting point.
- Fill out the feed. Learn more
- Add the geo-targeting column. Add a column to the feed to hold canonical names from the Google Ads API (AdWords API). Enter the appropriate geographic value for each row of content. Make sure to format values exactly as they appear in the Google Ads API (AdWords API). See formatting guidelines for more details.
- Upload the feed to your Studio profile.
- Go 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 column containing canonical names, select Accurate geographic type.
- In the Special fields section, select a default column if you have one. Next, select the name of the column to use for proximity targeting. This is the geo-targeting column that contains the canonical names you set up above.
- Go to Step 3: Manage Rules. Confirm that the rule type is set to "Proximity Targeting" and the Summary displays "Proximity targeting rule". Optimized is the only rotation type supported for proximity targeting.
- Click Manage to set the radius to target around each location in the feed.
- Select a radius.
- (Optional) If you need more precise control, select Custom radius.
- Select your preferred units (kilometers or miles).
- Enter a distance greater than 1 mile (or 1 km) and less than 1,242 miles (or 2,000 km). Round to the nearest whole number (decimals are not allowed).
- Click OK.
- In Step 4: Generate Code, the dynamic code is generated.
- If you're using Google Web Designer, this code is not needed, just connect your Studio profile to bind data in your creative.
- If you're using another HTML editor, add the dynamic code into the creative files.
- Publish from Google Web Designer or upload your completed creative to Studio.
- Go to Step 5: Preview, select or enter a location to filter by, then click Apply.
Alternatively, choose a city or postal code within the defined radius and make sure the correct content is shown. For example, if one of your locations is Paris Charles de Gaulle Airport, add Roissy-en-France as a location, and you should see Charles de Gaulle airport content.
If you choose a location outside of the defined radius and you have a default specified, the creative should show the default.
- Publish your profile.
Frequently asked questions
In my test report, each location showed the same content despite multiple available content variations per location. What happened?
Optimized rotation will take a couple of weeks to kick in for proximity targeting campaigns (depending on number of impressions). In the beginning, you might see the same row for each location selected in ad serving and reporting. After the creatives have served for a while, the server starts selecting random rows. Later, the server selects the row with the best performance.
If you want randomization to appear sooner, use dependent selection with two feeds. For example, use a parent feed with proximity targeting to select an airport. Then, use a child feed with a column that matches that airport to select random content for that airport.