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How to Locally Target Your AdWords Ads

By | 07.10.12
Location Targeting
Focus on the right location to save money and drive conversions.

A common mistake many AdWords advertisers make is forgetting to properly target their ads. For businesses that only serve a limited area, this is a vital step in ensuring that you’re not wasting money advertising to people who won’t (and, in fact, can’t) become customers. Thankfully, it’s not a difficult problem to solve.

Your AdWords account is organized into campaigns and ad groups. An ad group contains all of your keywords and ads, and a campaign contains sets of ad groups. All location targeting in AdWords currently takes place at the campaign level. This leaves you with several options for organizing your account. You can create separate campaigns to target individual geographies, you can target all your campaigns to the same geography, or you can mix those two methods.

For example, if you have a business with locations in Dallas and Fort Worth, you might want to run one advertising campaign for each location. If you haven’t created the campaigns yet, you can set up your location targeting during the creation process. Simply type the location into the search field and select it from the list.

AdWords Interface - Campaign Location Targeting

If you’ve already created your campaign, you can still set up location targeting. Navigate to the campaign screen and click the “Edit” link next to the location.

AdWords Interface - Campaign Location Targeting Edit

You can search for and select a new targeting setting just as you would if you were creating a new campaign.

Choosing the right geography targeting settings can help keep your ads relevant, save you money, and drive better conversions. If you haven’t taken advantage of this AdWords feature, you should look into it as soon as possible.

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