Language Targeting Basics

Choosing Languages to Target

Language targeting lets you reach an audience that speaks one or multiple languages. Because people speak many different languages in many different locations, language targeting gives you a good way to reach your users even if they're located in non-native areas.

For example, if you sell Spanish books, you can choose to target your ads to the Spanish language. When we detect that a user speaks Spanish (based on their Google interface language setting), we'll display your ad.

We recommend that you target the language in which your ad and its related keywords are written. For example, if your ad and keywords are written in English, target English-speaking users. Remember that Google won't translate your ad for you.

Ad Text Using Double-Byte Characters

With AdWords, you can create ad text using double-byte characters, such as those used in many East Asian languages. However, be aware that double-byte characters have special requirements.

Double-byte characters need nearly twice the display space as single-byte characters. For example, the title line of an English ad has a 25 character limit. However, the limit for that same title line is 12 characters for a double-byte language. The second and third lines of English ad text are limited to 35 characters, while the limit for double-byte characters is 17.

Two other rules to follow when creating ads with double-byte characters:
- Use single-byte characters for symbols, such as punctuation marks and currency symbols.
- Use single-byte characters for alphanumeric characters.

Note that when creating a double-byte character ad in the English interface, the character limit shown on the screen is wrong. To avoid receiving an error message, enter only the correct character length. For instance, the title line of a Japanese ad may only be able to fit 12 characters, even though the limit is shown as 25.

Location Targeting Basics: Country / Territory

About Country / Territory Targeting

You should use country/territory location targeting if you offer services or products to users in one or more countries or territories. If you have a global business, it would make sense to target all countries and territories, ensuring that your campaigns get exposure across the world.

It's common for new advertisers to target all countries and territories in the hope of widening their reach. However, by doing this, you might reach customers who are less likely to convert, such as shoppers located in another country who prefer not to pay international shipping costs.

To help assess where and whom you should target, answer these questions:

• Where does your business sell goods or provide services?
• Who is your intended audience?

For example, if you sell DVDs and only ship within the United States, you should target your campaign to the United States. However, if you sell DVDs worldwide, you may wish to target your campaign to all countries and territories. You can also choose to target bundles of countries, such as Western Europe, Africa, or the Middle East.

Location Targeting Basics: Region / City

About Region / City Targeting

Region and city targeting is best used by advertisers whose audience is concentrated in defined areas. With region and city targeting, you can capture a smaller population segment and receive more qualified clicks. This helps keep your Quality Score high and your costs low. Additionally, you can create more customized ad text and landing pages that highlight special promotions or pricing based on the audience you're targeting.

Region and city targeting usually works best for region-specific businesses, (such as boutiques, restaurants and hotels), or for national businesses running region-specific promotions.

When you use region or city targeting, AdWords displays your chosen region or city (whichever is the most specific) in the last line of ad text to distinguish them from country- and territory-targeted ads. These ads appear on Google and on some of our partner sites.

Region and city targeting may not be offered in your country. The available options are displayed when you set up your campaign.

Location Targeting: Customized Targeting

About Customized Location Targeting

Customized targeting is best suited for advertisers with an audience in very specific areas. If you select the customized targeting option for your campaign(s), your ads will only appear to customers searching for results within (or located within) a specified distance from your business or within the area you define.

A benefit of customized targeting is that it doesn't limit you to the cities and regions offered by region and city targeting. For example, an advertiser owns a restaurant chain in Southern California. With customized targeting, the advertiser could choose to target the entire southern half of California instead of specific regions or cities.

When setting up customized targeting, you have three options: enter a physical address, select a point on the map, or enter multiple latitude and longitude points to form a polygon.

• Enter a physical address: With this option, you enter a street or business address. You then choose a distance (such as 50 miles or kilometers) that forms the radius of a circle around the address. Only users located within this circle, or those who include in their search the names of cities within this circle, will see your ads.
• Select a point on the map: Instead of entering an address, you can define the center of your advertising circle by dragging the interactive map to place a red marker on your location. This location will automatically be converted to exact latitude and longitude coordinates, which the AdWords system will use in targeting your advertising.
• Multi-point (or polygon): Multi-point targeting lets you click three or more points on an interactive map to outline the advertising region of your choice. (Again, the system will convert the points you select to latitude and longitude automatically.) Using multi-point targeting, you can create target areas of virtually any size and shape.