On February 25th, 2023, Google Ads announced significant changes to location targeting settings that will affect how advertisers can target their ads on the platform. These changes aim to make location targeting more precise and relevant for advertisers and users alike.

The first change is the introduction of a new targeting option called “Advanced Location Targeting.” This feature enables advertisers to target specific neighborhoods or areas within a city, rather than just targeting a city or region as a whole. This means that advertisers can now be more granular in their targeting, reaching only the most relevant audiences for their products or services.

The second change is the removal of the “Target and Bid” option for location targeting. Previously, advertisers could choose to show their ads to users who were physically located in their target area or who showed an interest in that area. With the removal of this option, advertisers will now only be able to show their ads to users who are physically located in their target area. This change means that advertisers will have more control over who sees their ads and can ensure that they are only reaching people who are likely to be interested in their products or services.

The third change is the introduction of “Location Expansion.” This feature allows advertisers to reach people who are physically located outside of their target area but who have shown an interest in that area. For example, a restaurant in downtown Los Angeles could use location expansion to show ads to people who live in the suburbs but have searched for restaurants in downtown LA. This feature enables advertisers to expand their reach while still targeting relevant audiences.

Google has also made changes to how location data is collected and used for ad targeting. Previously, Google used a combination of IP addresses, GPS data, and Wi-Fi signals to determine a user’s location. However, this data could sometimes be inaccurate, leading to ads being shown to the wrong audience. Now, Google is using a new technology called “Google Location Services” to collect more accurate location data. This technology uses a combination of GPS, Wi-Fi, and Bluetooth signals to determine a user’s location, ensuring that ads are shown to the right people at the right time.

Overall, these changes to location targeting settings in Google Ads represent a significant improvement in the platform’s targeting capabilities. Advertisers can now be more precise in their targeting, reaching only the most relevant audiences for their products or services. At the same time, users will see more relevant ads that are tailored to their interests and location. These changes are expected to have a positive impact on the performance of ads on the platform and to help advertisers reach their marketing goals more effectively.