Google Adwords Advanced Location Options Targeting Method Mistake

Today a client called  and said that they were getting a lot of form leads and phone calls from outside of their service area. Location settings were set appropriately to only show ads within that area. However they continued to get leads from the other side of the state which was a huge problem. When i looked further into this problem and why this would happen it occurred to me that a very hidden part of the adwords campaign settings was the problem.


Some of the long tailed keywords I would use in my campaign included (i.e. Maryland Window Replacement, Virginia Attic Insulation, Washington DC Gutters etc.) My service area was about 100 miles around Washington D.C. 


So how were residents in Roanoke, Virginia (not included within the service area) finding my ad and clicking on it when clearly my settings showed otherwise?


Well it is Called Google Adwords Advanced Location Options. It's a tiny, hidden option in the campaigns settings tab that must clearly be chosen wisely.


There are three settings to the Advanced Location Options:


1. Target using either physical location or search intent


This basically means that Google will target ads to those people located within the geo-targeting locations you specified the ads to show in my case 100 miles around the DC metro area. It will also show ads to people in Roanoke, Virginia or even Anchorage, Alaska who searched "Virginia Attic Insulation".


This is the default setting for any search campaign built, so you must look out for this if this rule does not apply to the services or products you are promoting through google adwords.


2. Target using physical location: Device-based location signals


This basically means that google will target ads to only within the specified location targeting you picked. No where else, regardless of the search, will your ad show up beyond the location that you chose. In my case anything beyond 100 mile radius of Washington D.C. will not be served up an ad


3. Target using search intent: Location terms in user queries


This basically means that ads will only be served when there is a location in the search terms. So words like "Maryland Window Replacement", "Virginia Attic Insulation", or "Washington D.C. Gutters" will serve up ads. Google will completely ignore physical location of the consumer.

Below is a Screenshot of what the Campaign Settings Tab Looks Like

Under Languages You Will See the "Advance Location Options" Hidden Menu

When Opened it Looks Like This

When trying to target a specific area, definitely be sure to select the proper Target Method, or it could be bad news for your campaign.