Targeting Types

This page documents the types of targeting available in the AdWords API and how each is implemented.

This table summarizes some of the basic properties for each target type.

Target Type Implementation Create With Configurations
Age AgeRange Criterion ID Campaign Negative
Ad Group Biddable
Ad Group Negative
Category exclusion ContentLabel Type enum Campaign Negative
Custom radius Proximity Latitude number
Longitude number
Radius number
Radius units enum
Campaign Positive
Device type Platform Criterion ID Campaign Positive
Gender Gender Criterion ID Campaign Negative
Ad Group Biddable
Ad Group Negative
Interest category CriterionUserInterest User interest category ID (In-market | Affinity) Campaign Negative
Ad Group Biddable
Ad Group Negative
Keyword Keyword Text string
Match type enum
Campaign Negative
Ad Group Biddable
Ad Group Negative
Language Language Criterion ID Campaign Positive
Location group LocationGroups Criterion ID
Matching function
Campaign Positive
Mobile and tablet carrier and wifi Carrier Criterion ID Campaign Positive
Mobile and tablet operating system OperatingSystemVersion Criterion ID Campaign Positive
Named location Location Criterion ID Campaign Positive
Campaign Negative
Network NetworkSetting* N/A Campaign Positive
Parental status Parent Criterion ID Campaign Negative
Ad Group Biddable
Ad Group Negative
Placement Placement URL string Campaign Negative
Ad Group Biddable
Ad Group Negative
Product Product Filtering condition objects Campaign Negative
Ad Group Biddable
Ad Group Negative
Remarketing list CriterionUserList UserList ID Campaign Negative
Campaign Positive
Ad Group Biddable
Ad Group Negative
Schedule AdSchedule Day enum
Hour number
Minute enum
Campaign Positive
Vertical Vertical Criterion ID Campaign Negative
Ad Group Biddable
Ad Group Negative

* Not implementated using criteria.

For a complete list of where each type of targeting can be used, including a breakdown by campaign, ad group, and campaign type, check out the Criteria Usage matrix.

Keywords

These are implemented as Keyword criteria and are created using free-form text and one of the match type enum values. Only certain symbols are allowed in keyword text, and it has a maximum length.

Placements

These are implemented as Placement criteria and are created using a custom URL. There are limits on the length and depth of the URLs used.

Verticals

These are implemented as Vertical criteria and are created using a fixed set of category IDs.

Audiences

Remarketing lists and custom combinations

These are implemented as CriterionUserList criteria and are created using the ID of an existing UserList in your account.

Interest categories

These are implemented as CriterionUserInterest criteria and are created using a fixed set of user interest category IDs (In-market | Affinity).

Product targets

These are implemented as Product criteria and are created using an array of filtering conditions. The operands are a fixed set of strings representing values in the associated Google Merchant Center account, and the argument is a free form string value. If you don't set any conditions then all the products in the Merchant Center account will be targeted.

Locations

Named locations

These are implemented as Location criteria and are created using a fixed set of criteria IDs. The available IDs are listed in the documentation and can be individually searched for using the LocationCriterionService. These criteria can be configured as either positive or negative, with negative targets overriding positive ones. By default a new campaign will contain no location criteria, which means that all locations are targeted.

Custom radius targets

Radius targets are implemented as Proximity criteria and are created using a latitude, longitude, and radius. They can only be configured as positive, and by default a new campaign will not contain proximity criteria.

Location groups

Location groups allow you to reach customers based on the types of places they visit, demographic information based on their location, or when they are at or near your places of business (based on your location extensions). Location groups are managed in the API through CampaignCriterionService.

Languages

These are implemented as Language criteria and are created using a fixed set of criteria IDs. The available IDs are listed in the documentation and can be retrieved programmatically using the ConstantDataService. Only positive targeting is allowed and by default for a new campaign will contain no language criteria, which means that all languages are targeted.

Networks

These are implemented as boolean fields within the NetworkSetting object, where a value of "true" targets the network and "false" excludes it. The fields map to the networks in the UI as follows:

Field Network
targetGoogleSearch Google search
targetSearchNetwork Search partners
targetContentNetwork Display Network
targetPartnerSearchNetwork N/A

The targetPartnerSearchNetwork is available only to select partners and should be set to "false" or "null" for everyone else.

The NetworkSetting object is contained within the Campaign object, so updates must be made by calling CampaignService.mutate(). It is recommended to explicitly set a false value for networks you don't wish to target, as sending null values will leave the field unchanged. By default a new campaign created in the API will target the Google search and Search partners networks.

Devices

Device types

These are implemented as Platform criteria and are created using a fixed set of criteria IDs that are listed in the documentation. Only positive targeting is allowed and by default a new campaign will contain a platform criterion for each of Desktop, HighEndMobile, and Tablet. With enhanced campaigns, removing Platform criteria is not allowed.

To favor HighEndMobile devices over Desktop and Tablet in ad targeting, use the AdGroupAdService.devicePreference field.

Mobile and tablet operating systems

These are implemented as OperatingSystemVersion criteria and are created using a fixed set of criteria IDs that are listed in the documentation. Only positive targeting is allowed and by default a new campaign will contain no OSV criteria, which means that all mobile operating systems are targeted.

Mobile and tablet carriers and wifi

These are implemented as Carrier criteria and are created using a fixed set of criteria IDs. The available IDs are listed in the documentation and can be retrieved using the ConstantDataService. Only positive targeting is allowed and the default for a new campaign is no carrier criteria, which means that all mobile carriers are targeted.

Demographic targets

Ages

These are implemented as AgeRange criteria and are created using a fixed set of criteria IDs that are listed in the documentation. By default a new campaign will contain no age range criteria, which means that all ages are targeted.

Genders

These are implemented as Gender criteria and are created using a fixed set of criteria IDs that are listed in the documentation. By default a new campaign will contain no gender criteria, which means that all genders are targeted.

Parental status

These are implemented as Parent criteria and are created using a fixed set of criteria IDs that are listed in the documentation. By default a new campaign will contain no parental status criteria, which means that all parental status categories are targeted.

Schedules

These are implemented as AdSchedule criteria. By default a new campaign will contain no ad schedules, meaning that ads will run for all time periods. You can set up an ad schedule, down to a quarter of an hour, to determine more precisely when to run your ads. See the Ad Scheduling guide for more information and example code.

Category exclusions

These are implemented as ContentLabel criteria and are created using a fixed set of enum values. Only negative targeting is allowed and the default for a new campaign is no content label criteria, meaning that all categories are targeted.

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