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How Google Ads Location Targeting Works

March 2, 2020

Ali Soudi - Head of Digital Marketing

Ali Soudi

Head of Digital Marketing
Social Media

Article Overview

10min read

We are truly in an age where distances and boundaries no longer matter. The internet has made global local in a way that has opened up numerous opportunities for businesses and entrepreneurs to reach out to their target audiences from all over the world. Thanks to the reach and depth of the search engines on the internet an SEO Company in one end of the world can have all its business at the opposite end of the world.

The biggest tool in this regard that has proven to be a gamechanger has been AdWords by Google. Through the use of its Ads location targeting, a business can now afford not to have a brick and mortar presence in various locations all over the world and yet still manage to attract clientele. This is because through the use of AdWords location targeting, businesses are able to make their ads appear in the geographic locations of their choosing.

However, Google Ads follow the same adage that holds true in real estate, location matters. Irrespective of how phenomenal your ad is, it will fail to live up to expectations if does not appear in the right place. This is why it is paramount that you reach your customers, and this is where Google Ads location comes in.

By selecting the specific targeted locations where they want them to appear, companies and business can get more bang for their buck by focusing their advertising on the areas where they know they can attract the right customers. The beauty of this is that one can get as granular as one wants. You can choose the countries you want to target. Not only that, within the country you can pinpoint the cities, certain areas or location within that city even. The possibilities are endless if you are willing to put in the hard yards in terms of recognizing your focus clients. By doing this you are ensuring the best return on investment for yourself and your business as you are limiting exhausting your resources. If you are not sure of the locations you want to target, you can go about it another way. The flexibility of Google Ads location targeting allows you even to pinpoint the locations you want to exclude in your campaigns.

Generally, when you use targeting by location, Google Ad Words offers you three choices:

  • Target using search intent: This choice allows you to target those who are intentionally searching the same SEO keywords
  • Target using physical location: This choice is slightly more granular in the sense that it targets only those people who are also physically present in the targeted location
  • Target using physical location and search intent: This choice combines the first two choices to give you a highly targeted strata of people who are searching for the same SEO keywords and are physically present in the area as well

When it comes to targeting via exclusion, again Google Ad Words is highly flexible and presents two choices:

  • It can highlight the people who searched for the keywords but are located in the excluded location
  • People who are physically present in the excluded location

A good pro-tip in this to always make sure that your campaign settings are geared towards showing people who are searching for the keywords and are also located in the targeted location rather than the default setting which is set towards highlighting those who searched for the same keyword. 

After that, once you get the hang of it, the sky is literally the limit. You can continue to finesse and fine-tune your options. For example, you can add weather-based ads through google scripts. This way you will be able to conserve your campaign finances and use them only during the season when your targeted clientele has shown a spike in demand. 

Ali Soudi

Ali Soudi

Head of Digital Marketing

Ali Soudi is a Google Certified Digital Marketer with 10+ years of industry experience. He is a prolific writer on business-related topics, regularly contributing articles to leading digital marketing and business websites.

Ali Soudi

Ali Soudi

Head of Digital Marketing
Social Media
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