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Home in on your market with language and location targeting

June 7, 2008

From global right down to customised local. An AdWords campaign can be targeted as broadly or precisely as required.

Language and country targeting

Specify the language of the ads in the campaign. Specify the country or countries that will see the adverts (‘all’ countries is an option).

An ad in a specified language targeted to a specified country, or collection of countries, will be shown to searchers who:

have an IP address that is registered to the language country or specified country; or
are searching on the Google domain of the language country or specified country (for example, google.fr); or
have set their preferred language in Google to match that of the advert.

Region and city targeting

Within a specified country it is possible to refine the target audience to a region or city. But for this to work, the IP address of the searcher must be registered to that region or city. Since most Internet Service Providers work on a national level, it is unlikely that the assigned IP address will reflect the true location of the user.

The solution is to create two campaigns. One that is targeted locally and another that is targeted nationally but contains local location keywords.

Customised targeting

This allows you to take the concept of local targeting even further. There are three options:

Specify a physical address and a radius (in miles or kilometres). This option is only available in the US and Canada.
Select a map location and specify a radius.
Select a number of points on a map to create a polygon that forms the target area.

Again a national campaign with localised keywords should also be set up to overcome the limitations of assigned IP addresses.

Filed in: Pay Per Click