About geo and language codes in Search Ads 360

Broad geo (Presence or Interest) and language targeting allows you to reach potential customers in specific locations or those interested in them, and in their preferred languages, enhancing the relevance and effectiveness of your ads.

Get started with geo and language targeting

  • Determine your target audience: Identify the specific locations and languages where your ideal customers are located.
  • Gather geo and language codes: Download the appropriate geo and language code lists for your chosen client accounts.
  • Apply targeting: Use codes to apply targeting when creating a campaign or creating a Microsoft Advertising ad group in the UI or through uploads, including bulksheets.

Benefits of using geo and language targeting

  • Wider location targeting: Access to a variety of targeting locations, from entire countries and regions to specific cities, territories, and custom radiuses.
  • Increased engagement from interested users: Capture more conversions, clicks, and impressions by reaching users who’ve shown interest in your product or service, regardless of their current location.
  • Better campaign insights: Analyze performance data based on location and language to identify areas for improvement.
Note: While broad geo targeting is recommended as best practice on Search, it's important to know when targeting for “Presence” is more effective, particularly when your business operates within a sensitive vertical with strict targeting limitations or you only want to target users in specific locations and not users who may be in other locations but are still interested in your product or service.

Geo and language code lists

Download and use these codes for accurate targeting:

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