14 DAY TRIAL // Google is making it easier for advertisers to target just the location they're interested in. The Location Targeting dashboard is getting a revamp as well as some changes to streamline the process and hopefully improve returns for advertisers.
For one, Google is now relying on Google Maps data for the locations, a much more accurate and broad data set than what the company used previously.
This new data is being put to good use in the revamped ad location targeting interface in Google AdWords.
"Let's say that you want to target your latest AdWords campaign to New York City. On your Campaign Settings tab, as you type "New York" into the search box in the location targeting section, you'll instantly see helpful search suggestions," Smita Hashim, group product manager for Local Ads Quality, wrote.
"The suggestions include (1) matches like the city of New York, (2) locations that enclose New York (such as the state of New York), and (3) related locations that may be near the location that you've entered, have a similar name, or enclose a location that has a similar name," Google explained.
There is more detail on locations as well, you can view them on a map to get a better sense of who you're reaching. More importantly, Google is now providing "reach numbers," an estimate of how many people your targeted ads will reach.
If you choose to target a radius rather than a specific location, you'll also get a list of locations contained in that radius.
Google also announced that it's retiring Polygon targeting, it will be removed by the end of the year. The company suggests that users switch to Radius targeting instead.
Finally, one last change, advertisers will be able to target up to 10,000 locations now, up from 300, per campaign. On top of this, they also get 500 additional proximity (radius) targeting locations.