Now with the recent addition, the new target options include " Target using either physical location or search intent, Target using physical location and Target using search intent. Likewise, the new exclusion options include " Exclude by physical location only and Exclude by physical location and search intent.

Here's an example elaborating the usage of the new tools:

• Targeting method: Target using physical location

Lets say you run a furniture store in Chicago and you want to advertise only to people located near your store. With the existing location targeting in AdWords, you can only specify the location you wish to target, Chicago. However, your ad might be shown not only to people in Chicago, but also to people elsewhere in the US whose searches include one of your keywords along with the word Chicago.

With the new settings, you can now target Chicago using physical location only. As a result, the ad will only be shown to users based in Chicago who search for keywords that are part of the campaign. Someone in, say, Milwaukee who searches for chicago furniture stores will not see your ad. Similarly, someone whos in Chicago whose search indicated theyre interested in a different region will not see your ad. For example, a Chicago-based user searching for pennsylvania amish furniture will not see your ad. This is the case even if your campaign includes that exact keyword.

• Exclusion method: Exclude by physical location and search intent

This time, lets assume that you run a vacation rental company and are advertising properties in California, and you dont want to advertise to people who are based in Florida or interested in Florida properties. You can opt for a more restrictive exclusion method by choosing exclude by physical location and search intent, as shown below. As a result, your ads won't be shown to people based in Florida or to those who include a Florida location in their search queries.

And, heres how the new default behavior of excluded locations will work:

• If you happen to own a restaurant in New York City, you may want to advertise special deals only to people planning a visit to the city but not to those who live there. Previously, if you excluded New York City from location targeting in AdWords, your ads wouldnt be shown to people in the city nor to those searching for places in New York. With the new default settings, your ads won't be shown to people who are in the city, but people outside the city can see these ads if they specify New York City in their search queries.

With these additions, you do have more control over your campaign. However, it is recommended that you use this advanced location targeting settings only in cases where your campaign requires more granular controls as it will limit the exposure of your ads. For more information, you can visit the Help Center.

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