Use the Geo-Targeting page to target prospective customers in the geographic regions you support. You can direct the ads in your campaigns and ad groups toward regions by country, state/province, Designated Market Area (DMA), city, ZIP/postal code, or a combination of these. You can also specify a premium to be added to bids for regions in which you want to more aggressively bid for ad placement.

Note: You can access the Geo-Targeting page from several different pages that display your geo-targeting preferences. The instructions in this help topic show only one common process for accessing the page to update geo-targeting preferences. However, any page that offers geo-target editing contains links to the Geo-Targeting page.

• Browsing for Country, State/Province, City, or DMA
• Searching for Country, State/Province, City, DMA, or ZIP/Postal Code
• Using the Interactive Map
• Removing Targeted Regions
• Using Bid Adjustments

Browsing for Country, State/Province, City, or DMA

You can browse through country listings of states/provinces, cities, and DMAs to select regions you’d like to target. For ZIP/postal codes, you must use the search features.

To target a region by browsing for countries, states/provinces, DMAs, or cities:

1. Access the details page for the campaign or ad group containing the geo-targeting preferences you want to set:
   • For a campaign, click the Campaigns tab. When the Campaigns page opens, identify the campaign and click its link. The Campaign Details page opens for that campaign.
   • For an ad group, click the Campaigns tab and then the Ad Groups subtab. When the Ad Groups page opens, identify the ad group and click its link. The Ad Group Details page opens for that ad group.
2. Expand the Targeting section.
3. In the Geo-Targeting panel, click Edit. The Geo-Targeting page opens.
4. Click the Browse Tab.
5. If you are targeting by country, you can select the country or countries you want to target. If you are targeting by state/province, city, or DMA, you can expand the country lists so that you can expand or select specific states/provinces followed by DMAs or cities.
6. After you have selected the regions you want to target, click Save to apply the targeted regions to your campaign or ad group.

Searching for Country, State/Province, City, DMA, or ZIP/Postal Code

You can search for countries, states/provinces, cities, DMAs, or ZIP/postal codes to find regions that you want to target. You can search for either one item or multiple items at the same time, depending on your search needs.

Note: Targeting by only ZIP/postal codes could result in very little traffic, depending on the number of ZIP/postal codes you include and the population sizes within them.

To target regions by searching for one state/province, city, DMA, or ZIP/postal code:

1. Access the details page for the campaign or ad group containing the geo-targeting preferences you want to set:
   • For a campaign, click the Campaigns tab. When the Campaigns page opens, identify the campaign and click its link. The Campaign Details page opens for that campaign.
   • For an ad group, click the Campaigns tab and then the Ad Groups subtab. When the Ad Groups page opens, identify the ad group and click its link. The Ad Group Details page opens for that ad group.
2. Expand the Targeting section.
3. In the Geo-Targeting panel, click Edit. The Geo-Targeting page opens.
4. Click the Search tab.
5. In the text box, type the location for which you want to search. You can search by country, state/province name, city name, DMA, or ZIP/postal code.
6. Click Search. Regions that match your specified search are listed:
   • Results are sorted hierarchically (for example, cities are listed first and then followed by states).
   • ZIP/postal codes appear under groupings of geographic radius from the ZIP/postal code you entered. Expand each grouping to see all of the ZIP/postal codes in the group.
7. Select the regions you want to target, and then click Save to apply them to your campaign or ad group.

You can also search for multiple states/provinces, cities, DMAs, or ZIP/postal codes at the same time to find regions that you want to target.

To target regions by searching for multiple state/province, city, DMA, or ZIP/postal code:

1. Access the details page for the campaign or ad group containing the geo-targeting preferences you want to set:
   • For a campaign, click the Campaigns tab. When the Campaigns page opens, identify the campaign and click its link. The Campaign Details page opens for that campaign.
   • For an ad group, click the Campaigns tab and then the Ad Groups subtab. When the Ad Groups page opens, identify the ad group and click its link. The Ad Group Details page opens for that ad group.
2. Expand the Targeting section.
3. In the Geo-Targeting panel, click Edit. The Geo-Targeting page opens.
4. Click the Bulk tab.
5. In the search panel, enter up to 250 states/provinces, cities, DMAs, and/or ZIP/postal codes that you would like to target. You do not have to enter only one type of region (for example, you do not have to enter only cities or only DMAs). You can mix states/provinces, cities, DMAs, and ZIP/postal codes in your search. Enter one item per line (without commas or any other separation characters), and then click Search. The closest match for each region you enter is listed with results sorted hierarchically (for example, ZIP/postal codes are listed first and then followed by cities).
6. Select the regions you want to target, and then click Save to apply the update to your campaign or ad group.

Using the Interactive Map

When you click the Map View tab on the Geo-Targeting page, you can see a map view of the regions you have targeted. Depending on how much the map is zoomed, your selected regions appear shaded on the map with a flag to call out the targeted region. The map has features so that you can zoom in and out of your targeted areas and pan to different areas on the map.

Removing Targeted Regions

If you decide to no longer target a selected region, you can remove it from your geo-targeting preferences.

To remove targeted regions:

1. Access the details page for the campaign or ad group containing the geo-targeting preferences you want to remove:
   • For a campaign, click the Campaigns tab. When the Campaigns page opens, identify the campaign and click its link. The Campaign Details page opens for that campaign.
   • For an ad group, click the Campaigns tab and then the Ad Groups subtab. When the Ad Groups page opens, identify the ad group and click its link. The Ad Group Details page opens for that ad group.
2. Expand the Targeting section.
3. In the Geo-Targeting panel, click Edit. The Geo-Targeting page opens.
4. Click the Targeted Regions tab.
5. Click the Targeted Regions tab. The tab opens with a list of the regions you currently have selected for targeting.
6. Perform one of the following:
   • If you want to remove specific regions that you have targeted, click the removal icon to the left of the region you want to remove.
   • If you want to remove all targeted regions, click Remove All. When prompted, click OK to confirm that you want to remove all of your targeted regions.
7. Click Save to apply the changes to your campaign or ad group.

Using Bid Adjustments

Bid adjustments enable you to increase your current bid for selected regions, allowing you to better compete for ad placement in your preferred regions. To set a bid adjustment, you must already have targeted specific regions that you want to target, as discussed in the Browsing for Country, State/Province, DMA, or City or Searching for State/Province, City, DMA, or ZIP/Postal Code sections above. You can then apply a bid adjustment to those targeted regions for which you want your ads to run more competitively. If you do not want to limit your targeting to specific regions for your ads but you do want to apply a bid adjustment for certain areas, then you must still first select your market by selecting all countries, all states/provinces, or any other all inclusive geographic selections to include your entire market. You can then apply your bid adjustment to specific areas within your target area.

When you set a bid adjustment, you specify a percentage or a fixed monetary amount by which to increase your current bid only for ads being displayed in the selected regions. For example, you might target your ads to run in the state of California and have a current bid of $1.00. But you might decide that, while the $1.00 base bid is sufficient for most of the state, it’s particularly important that your ads run more competitively in the cities of Los Angeles and San Francisco. You could then set a bid adjustment to increase your bids for those two cities, allowing your ads to be more competitive in those regions. In this example, if you were to set a bid adjustment of 50%, your new bid for those two cities would be $1.50 ($1.00 original bid + 50% of that bid amount). Or if you were to set a fixed bid adjustment of $1.00, your new bid for those two cities would be $2.00 ($1.00 original bid + $1.00 fixed bid adjustment).

Current bid adjustments are listed next to your targeted regions under the Targeted Regions tab on the Geo-Targeting page. If the bid adjustments says “Bid + 0%” then you do not have a bid adjustment set for that region.

Keep in mind, if you also set bid adjustments for other targeting preferences (ad scheduling and/or demographic bidding), then those premium bids will still apply and all applicable bid adjustments would be cumulative for the targets that are affected. For example, assume you currently have a $1.00 base bid and set all of the following bid adjustments:

• 50% bid adjustment for the cities of Los Angeles and San Francisco (50% of the $1.00 bid equals 50 cents)
• 10% bid adjustment for ages of 30 to 34 (10% of the $1.00 bid equals 10 cents)
• 75 cent bid adjustment for females
• 25 cent bid adjustment for Mondays

If an ad is displayed to prospective customers who meet all of these four targets, the bid adjustment would be cumulative for all four targets. In this example, the new bid would be $2.60 ($1.00 original bid + $1.60 total bid adjustments). If an ad is displayed to prospective customers who meet two of the four targets, the bid adjustment would be cumulative for the two applicable targets.

Note: We do not apply a bid adjustment if we are unable to infer the prospective customer’s location.

To set, edit, or remove bid adjustments for selected regions:

1. Set your geo-target preferences as discussed in the Browsing for Country, State/Province, DMA, or City or Searching for State/Province, City, DMA, or ZIP/Postal Code sections above.
2. On the Geo-Targeting page, click the Targeted Regions tab. A list of your targeted regions appears. The current bid adjustment is listed next to each region (“Bid + 0%” means you do not yet have a bid adjustment set for that region).
3. Click Adjust, next to the region for which you want to set a bid adjustment. The bid adjustment popup opens.
4. In the bid adjustment popup, select the bid option for the type of bid adjustment you want to use and then type the amount of the bid adjustment. You can use either a percentage that’s based on the current bid or a fixed dollar amount. The amount you specify is added to the current bid to set the new bid for the specified region.

Note: If you are removing an existing bid adjustment, change the existing bid adjustment amount to 0 or leave the field blank.

5. Click Apply.
6. Repeat steps 3 – 5 for all bid adjustments you want to adjust.
7. Click Save in the Geo-Targeting page to apply the bid adjustment(s) to your campaign or ad group.

To learn more about targeting, see:

• Demographic Bidding
• Ad Scheduling