we’re going to look at the google campaigns settings and google campaigns types in depth. You will know that you can control how, when, and where your ads are shown for each google campaign. So after reading and understanding this post, you should be able to understand the location options. Know how the language setting works, realize how daily budgets are set and the speed at which they’re spent. Use ad scheduling. Choose your ad rotation settings. Set a frequency cap for display campaigns and ultimately know which google campaigns type to choose based upon the features that you want to utilize.
First, let’s talk about location targeting. Location targeting is quite simple Where are your ads eligible to be displayed? You can pick multiple countries a single country or region level a state a province, a county TV regions Metro City zip code, there’s a lot more and they change a little bit based upon location. So not every country has access to the exact same location types of settings.
Everyone though has access to radius targeting in google campaigns. So with radius targeting, set at target distance around an address. So this is a really useful method of targeting if you only want to reach people located a specific distance from your business.
Now location targeting, you can use a combination of locations. So you could have one in one campaign set to show in a city like Chicago, a metro like London, a different country like Japan, a province like Quebec, you can mix and match these targeting options within a campaign.
Now campaigns can also use excluded locations, sufferance, you could make a campaign that targets all the state of Illinois, but exclude users in the Chicago region. So you can use both included and excluded regions within your campaign settings to choose exactly where your ads are going to be displayed.
Ways to Determine Location
So the question then is, well, how does Google determine some location since you’re setting location settings of where you want these ads to display? There are two main ways that are used to determine location. One is if there are geographic words in this search query Google is going to use those geographies to also determine user location because a user wrote a specific intent and their query for location.
Now, when your computers are connected to the web, your computer is given an IP address it’s based upon your ISP and your host provider. so forth. This is sort of your physical location proxy to the web. And so IP address is a fairly accurate way of determining someone’s location.
So for instance, I did a search for Chicago car dealerships while sitting in Virginia. So some of the ads are for Chicago dealerships. Those are based upon the words used in the query. Now there’s another ad which is dodge dealer, Fairfax, Virginia, which is based upon my IP address, so either your IP address or the search query can be used to determine a user’s location. And the user could see a mix of ads based upon both their IP address and the words used in the query. It’s what’s location targeting options and how locations determined.
Next, we need to look at the languages of the user. So Google uses the Google interface language can determine the language of the user. So for instance, if you buy a computer in Russia, your computer’s default language is Russian. If you buy a computer in the United States, your default language is English.
The Google interface language determines the language, but users can change the setting. So let’s do a couple examples. let’s say you’re an advertiser who wants to reach Spanish speakers in the United States. So then what you should do is set your location targeting to the United States, your language targeting should be Spanish, and now you would reach Spanish users in the United States or people who have set their, their browsing language to be Spanish.
Maybe you want to reach nonnative languages. So if you set your location to Germany and the language of English, you’re going to reach English speakers in Germany. Now if someone was in Germany, and they went into their Google language settings and they switch it from German to Italian, you would need to be using Italian as your language towards that Italian user in Germany.
So location is where the ads are shown. The language then is what’s the language setting on the Google language setting for that user that determines if your ads can show based upon your language option to the user’s language preferred language interface.