Google Ads Shakes Up Country-Level Location Exclusions

Just when you think you’ve got a handle on Google Ads, they go and change the game on you. This time, it’s all about tweaking the rules around country-level location exclusions. As Nicole Farley over at Search Engine Land reports, advertisers now have a cap on how many countries they can exclude from their campaigns. The magic number? 120.

What does it mean?

Simply put, if your strategy involves excluding a large number of countries from your Google Ads campaigns, you might hit a wall. The platform has introduced a cap, limiting exclusions to 120 countries. Go beyond this, and you’ll get a warning. This change means having to be more strategic and selective about where you don’t want your ads to show.

Why you should care?

Location targeting is a powerful tool in your PPC arsenal. It lets you fine-tune where your ads appear, ensuring they reach the most relevant audience while conserving your budget. This new cap could force a change in strategy, especially if you’ve been liberal with your exclusions. It’s a reminder of the dynamic nature of digital marketing and the importance of staying adaptable.

Is there anything you should do about it?

First, don’t panic. Review your current Google Ads campaigns to see if this change affects you. If it does, consider which countries are less critical to exclude. Remember, this is an opportunity to refine your approach to location targeting, possibly making your campaigns more effective in the process. And if you’re feeling overwhelmed, remember, help is just around the corner. Whether you need a PPC company to manage your ads or some SEO agency in Scottsdale magic to boost your organic reach, there’s always a solution.

So there you have it—no fluff, just the facts. Google Ads has thrown a curveball with this update, but with some quick thinking and strategic adjustments, you can keep your campaigns running smoothly. And remember, staying informed and adaptable is the key to navigating the ever-changing digital landscape.

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Erez Kanaan Founder & CEO
Erez Kanaan is passionate about the latest tech in advertising as he is about family game nights. As a dad, husband, and the brains behind Kanaan & Co., he’s all about mixing innovation with personalization.