How to set Location and Language in Google AdWords Campaign

For Google Adwords Campaign, it is important to target the right location and language.  

Location: When you place your Ads, you can target all countries and territories or you can choose the region/country or city. To select the region/country/city:

1) Click Create New Campaign

2) Give a Name for the Campaign

3) Under Locations and Languages, there is a section for Location.

4) Pick “Let me Choose”, option

5) You can either enter the city/state or metro in the textfield ( it auto-completes)

Target by City , State or Metro

You can also select country (below)

Select by Country

6) If you click the “Show Map” link, you can see “Target a Location”. On entering the target say “Canada”, you can see the target location in Map along with the reach


Search for Location in Map Google Adwords

Location by Radius

1) If your campaign is focused on local markets, then click the “Show Map” link

2) What kind of local Businesses are we talking about?

 Retail, Movie Theatre, Furniture, Florists, Dentist or any Business that has a local reach.

3) Click “Target a Radius”

4) Enter the locality you are targeting. Google will add a 20 miles default radius around the locality you have entered.

5) Let us say that you are a Dentist in South Olive Street, Los Angeles. You can enter that address in the textfield (as below)

Target By Radius Google Maps

6) As you can see, the 20 miles radius is defined by default. For countries using metric system, you can select Kilometre radius instead of miles. Based on the historical data on the reach of your Business, you can increase or decrease the radius of the target.

7) Click Add to add the radius to the map

Target by Radius in Map

You are all set to run the campaign in your relevant local market


The biggest drawback of targeting your Ads based on language is that Google Adwords doesn’t translate your Ads. It only shows to users according to their Google interface language setting. If the user has set the interface language setting as “Spanish”, you can select Spanish in your language settings

Target by Language

Now your Ads will be shown to a market that speaks Spanish and English.

Advanced Location Targeting  

The advanced location targeting is available only for the search network. You can target the user based on his/her location or on the search intent.

Advanced Location Targeting

Target by Physical Location/Search Intent: If the user is traveling to Los Angeles for the weekend and wants to visit the dentist there, she would search “dentist los Angeles”. For such terms, you can show your Ads to that user. All other users who are nearby your locality, you can use targeting by radius. In advanced location targeting, you have an option to let Google pick the Ad based on location or search intent.

Exclude by Location: You can also exclude Ads from physical location only or by both physical location and search intent. Excluding by physical location is easy to understand. Let us say that you are Toy Store owner who ships in all states except three. You can exclude your Toy Ads from showing in those three states. 

Exclude by Location and Search Intent: Let us say that you are based in California and wants to exclude shipping your Toys to Alaska. Someone from California wants to buy toys made exclusively in Alaska. She might search “Toy store Alaska”. Even though the customer is in California, she is searching for “Toy store in Alaska” 

Showing your Toy Store Ads for this user will waste your Ad Impression and target the wrong user. By using physical and search intent exclusion for your Toy Ads, you can not only exclude you Ad from showing in Alaska (where you don’t ship), you can also exclude users in your State (interested in Toy Store in Alaska) from seeing your Ad.

If you want expert help in setting up your Google AdWords Campaign, contact us or you can call us at: India (Ph): +91 9497189032, UK (Ph): +44 (0)20-3371-9976 or US (Ph): +1 650-491-0004

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