Google has given the Adwords user a significant increase in control over one of the programme’s main features: location targeting.
Google has given users more control over this feature by allowing businesses the choice of targeting OR excluding their adverts based either on the physical location of the user, or the location specified in the user’s search query.
Let’s explore these additional settings in a little more detail:
1. Targeting using physical location (where the user is located)
In essence this means that the advert will only be shown to users based in a specific location, and nowhere else. For example if your targeted physical location is Shrewsbury, then your advert will not be displayed to a user in London, or elsewhere other than Shrewsbury.
Before this new setting was introduced in Adwords, a business could specify the location they wanted to target. However the advert may not have been shown to users in Shrewsbury only, but to users elsewhere in the UK whose search query included the business’s keywords along with ‘Shrewsbury’. Likewise, a user in Shrewsbury who searches for services in a different region will not see the advert.
2. Exclude by physical location
This new setting ensures that your adverts will not be shown to users at the specific physical location. For example an SEO company advertising training courses in Birmingham does not wish to advertise to users based in Shrewsbury or those interested in Shrewsbury SEO training. Therefore the company will opt to “exclude by physical location and search intent.” As a result, the adverts will not be shown to the Shrewsbury audience.
Moreover with the new default settings for exclusion, your adverts will not be shown to users at this location, but may be displayed to users outside of the town if “Shrewsbury” is specified in their search queries. Previously if you excluded Shrewsbury from location targeting in AdWords, your adverts would not be displayed to users located in the town nor those outside of the town.
Therefore all-in-all, I believe that Google has done a good job of contributing to the efficacy of the Adwords programme. With even more settings available so that adverts can reach the desired audience, we should be expecting better returns from our Google Adwords campaigns.