Tools and Strategies for Optimizing Language and Location Targeting

It's important to set your ad targeting to reflect where and with whom you do business. Here are some ways to optimize your targeting.

Target the right language for your business

• Single language - Target the language in which your ad is written. For example, if your ad is written in English, target English-speaking users. Remember that Google won't translate your ad for you.
• Multiple languages - If you want to target more than one language, create a separate campaign for each language.
• Combine with location targeting - As people speak many different languages in many different locations, language targeting also gives you an excellent way to reach your users even if they are physically located in non-native areas. For example, if you are a company based in the UK and want to target the English-speaking population of Spain, you can set your country targeting to Spain and your language targeting to English. When we detect that a certain user in Spain speaks English, your ad can be shown. We recommend creating separate campaigns for each country and language pair. This will ensure that wherever your potential customers are located, they will see your ads in their language.

Target the right location for your business

• Country targeting - Target countries or territories if your business or website serves a wide audience across one or more countries. This option is best suited for businesses whose services or products are available nationwide or internationally.
• Region and city targeting - Target regions and cities if your business serves specific geographic areas or if you want different advertising messages in different regions. With region and city targeting, you might receive more qualified clicks from a smaller, more relevant population. Region and city targeting is best used by advertisers whose audience is concentrated in defined areas.
• Customized targeting - Target customized areas if your ad is relevant only to a very precise geographic area where you do business. With customized targeting, your ads will only appear to customers searching for results within (or are themselves located within) the area you define. Customized targeting is best suited for advertisers with an audience in very specific areas.