Ikeyword targetingf you’re a Google AdWords manager or a business owner searching for targeting options to spruce up your current campaigns we have a great list of Google targeting options for your review. Try out some of these PPC targeting options to help better your campaign.


One of the most basic targeting options in Google is on the keyword level. There are a few types, which are basically sub-options called match types. When you add a new keyword to a campaign you will be choosing one of these match types below.

  • Broad Match: broad match keywords will display your ad for anything closely related to your keyword. They allow you to reach a wide audience. When you select a broad match your ad will be triggered when any word in your keyword phrase is searched, in any order. For example, if you have a broad match keyword “men’s shirts” your ad might also show for keywords such as “women’s shirts, women’s dresses,” etc. I am sure you can see how this can be a bad option.
  • Broad Match Modifier: Unlike broad match, broad match modified keywords will give you the broad reach of broad match keywords, but restrict the queries to more relevant keywords. You can do this by simply adding a “+” in front of each keyword. Using our example above for “men’s shirts” your ad might be triggered by phrases such as “shirts for men” or “men’s tees” but won’t be triggered by “women’s shirts.”
  • Phrase Match: phrase match keywords will display your ad for any search that uses your keyword phrase. This is a popular choice because of the amount of control you have. Your ad will only be shown if a user searches your exact phrase, in the exact order, only there can be words before or after that phrase. For example, if your keyword is “travel destinations” anyone who performs a search that includes the keyword phrase “travel destinations” will be included. This might include searches such as “travel destinations to Bali, London travel destination attractions, etc.”
  • Exact Match: Exact match is the most restrictive of the match types. It only allows an ad to be triggered when the exact keyword phrase is searched.
  • Negative Match: If there are keywords you don’t want to show up for you can add them as negative match keywords. For example, if you are offering luxury cars for sale you might not want to show up when people search for Honda, Toyota, Kia, or similar economy car brands.


location targeting

Location targeting is a good way for local businesses to ensure that their ad is only displayed to people nearby. You can set ads to display to users in the United States, or within a 20-mile radius.


For those using the North American Google AdWords, the default setting is English. If you are looking to serve your content to people who speak Spanish or French Canadian is an option, as well as additional languages.


device targeting

If you only want your ads to show people on their mobile phone, tablet or desktop device you can do this within your targeting options.


This type of targeting is currently available on Google search partner sites. It allows an ad to be placed on sites based on the topics/interests you choose.


In placement targeting, you create a list of sites, videos, and/or apps that you would like your ads to be displayed on. You can update the list at any time within your account.


Audience targeting allows you to be more accurate when choosing who sees your ads. It is probably the closest thing that Google has to Facebook’s targeting.

You can view Google’s guide on this here: