Targeting your audience

Choose who sees your campaign - by geography, demographics, device, and language.

Targeting limits the audience for your campaign. Each filter narrows the pool. The more restrictive your filters, the smaller (and usually higher-intent) the audience.

Geography

Countries

Pick one or more countries. Most US-focused advertisers select just United States. International advertisers can pick a handful of relevant markets.

US states

Optional. Leave it empty to target all 50 states + DC. Useful for localized offers - for example an auto-insurance campaign that's only valid in California, Texas, and Florida.

Demographics

Age range

Inclusive on both ends. The default range is 18-99 (essentially all adults). Tighten this if your offer is age-sensitive (e.g. 25-54 for a retirement-planning service).

Gender

• Male
• Female
• Other / unknown - anyone who declined to specify, or whose gender wasn't captured

You must pick at least one. Most campaigns leave all three checked unless the offer is gender-specific.

Devices

Limit the device types your ad will serve on:

• Desktop
• Mobile (smartphones)
• Tablet

If your landing page isn't mobile-optimized, consider unchecking Mobile and Tablet.

Languages

Pick the user-interface languages you want to reach. Most US campaigns just select English. For markets like Quebec, Spain, or LATAM you might add the local language.

How restrictive should I be?

Starting out: stay broad. Target your whole country, all genders, ages 18-65, all devices. Let the campaign run for a few days and look at where conversions are coming from.

Optimizing: use Reports (group by day or by campaign) to spot patterns. If you notice mobile traffic is converting at half the rate of desktop, consider unchecking mobile or creating a mobile-specific campaign.

Can I change targeting after launch?

Yes. From the campaign detail page click Edit. All targeting fields are editable. Changes take effect within a few minutes - no need to relaunch.