Google announced improvements to its location-targeting controls today which will give Adwords advertisers the ability to target users (or exclude them) by their specific physical locations.
“By physical location, we mean the place where the user is actually located, such as ‘New York City,’ instead of the location that’s included in the search query, such as ‘restaurants in New York’,” said Google’s Lisa Shieh. “In addition, we’ve modified the default setting for locations that you don’t want to reach and made it more in line with your requests.”
Do note that the use of advanced location options will limit ad exposure. As such, Google recommends advertisers use the location targeting setting only when advertising campaign goals require more granular control than what is currently available.
Expect Google to continue making improvements to location targeting moving forward. Just this week, Google announced updates to Google Latinutde (which now includes check-ins) and Google Places (which is now available in 30 languages).