Megan is setting up a Google App campaign but she’s not sure how specific to be when it comes to location targeting. Why should a marketer set a location target that’s at country level or larger?

Marketers are advised to set location targets at the country level or broader, as the system performs better when leveraging a larger dataset.

• App campaigns don’t allow location targeting at a more granular level than country-level.
• Users outside of the location target area might feel excluded.
• Competition becomes more focused at a granular level.
• The system works best when working from the largest dataset possible.

Explanation:
Marketers should target locations at the country level or broader because Google’s system delivers better results with larger datasets. Bigger datasets allow machine learning algorithms to analyze user behavior more effectively, identify valuable patterns, and optimize ad delivery to the most relevant audiences. This wider reach enhances campaign performance and increases conversion potential. In contrast, highly specific or small location targets can limit the system’s ability to learn and optimize, reducing campaign effectiveness. Choosing broader targeting helps unlock the full power of automated optimization.