Although language and location targeting in Google Adwords seem to be pretty simple, some aspects can be slightly more multifaceted.
The chief criteria that Google uses to conclude a user location, is the definite Google domain they make use of. For instance somebody looks for something in Google.uk, Google will assume that the user is more likely to want to see English ads rather a Spanish ads.
On the other hand, Google also come across supplementary parameters counting search personalization settings, user IP addresses and the actual search phrase. Based on the combination of all these, Google might decide to refine the ads it shows. What is frequently misconstrued with location targeting, is that locally targeted ads won’t at all times show to users physically located in a precise region.
For example someone in Spain searches on Google Germany for a pizza parlor, the Spanish user will be able to see the ads targeted to Germany, but not the Spanish Ads.
When setting up a location targeted campaign, it is imperative to keep in mind these details to be certain to understand the viewers of your ads.
Advanced Location Targeting
The advanced location targeting is accessible only for the search network. You can target the user based on their location or on the search intent.
Exclude by Location: You can in addition exclude Ads from physical location only or by both physical location and search intent. Excluding by physical location is simple to comprehend. Let us say that you are Garment Manufacturer who ships in all states except one. You can exclude your Garment Ads from showing in that state.
Target by Physical Location/Search Intent: If the user is traveling to France for the weekend and wants to visit the doctor there, she would search “France Doctors”. For such terms, you can show your Ads to that user. All other users who are in close proximity to your region, you can use targeting by radius. In advanced location targeting, you have an option to let Google choose the Ad based on location or search intent.
Exclude by Location and Search Intent: Let us say that you are based in Texas and wants to exclude shipping your Garments to Utah. Someone from Texas wants to buy toys made exclusively in Utah. She might search “Garment wholesaler Utah”. Even though the customer is in Texas, they are searching for “Garment wholesaler in Utah” Showing your Garment Ads for this user will waste your Ad Impression and target the wrong user. By using physical and search intent exclusion for your Garment, you can not only exclude you Ad from showing in Utah (where you don’t ship), you can also exclude users in your State from seeing your Ad.