How does ad language and location targeting affect who can see my ads?

How does ad language and location targeting affect who can see my ads?

When determining if your ads are eligible to be displayed, Bing Ads uses both your ad language and location target settings. Both criteria must be met in order for an ad to display.

When determining if your ads are eligible to be shown to a particular search user, Bing Ads first determines if your ad language allows for your ad to be shown in a particular country then considers the location target (and other target) settings you have configured. If the target criteria is met and the ad language is available in the country, the ad is eligible to display.

Here are the steps you'd take to determine where your ads are shown:

  1. Set ad language. The language you set for your ads also determines where those ads can be shown. You can create different ad groups with different languages.
  2. Select location target settings. When selecting your location targets, you can choose from:
    • All available countries and regions.
    • Selected cities, metro areas, states/provinces, and countries/regions.
    • Near a specific business, landmark, zip code, or coordinates.
  3. Select advanced location targeting options. In addition to selecting your location target settings, you can:
    • Show ads to people in your targeted location.
    • Show ads to people in, searching for, or viewing pages about your targeted location.

For an example, let’s say you set your ad language to German. Because the language you set for your ads also determines where the ads are shown, setting the language to German will show your ads in not only Germany, but Austria and Switzerland as well. But because your ads are specific to a market, you decide to select your location target to Berlin, and even more specifically, show your ads only to people in your targeted location. Now, your ads will only show to searchers physically located in Berlin.

How does my ad language impact where my ads can be seen?expando image

Your ad language setting determines what countries your ad can be displayed in. For example, ads in German will not display in Italy.

This is true even if you have set location targeting to show your ads in “all available countries and regions.” German-language ads, for example, will still only show in countries where German is supported. English-language ads will still only show in countries where English is supported, and so on.

Here are the list of available languages and corresponding countries where that language is supported:

Ad Language Settings Countries where ads in this language can display
Danish Denmark
German Germany, Austria, Switzerland
English United States, Canada, United Kingdom, Ireland, Australia, New Zealand, India, Thailand, Vietnam, Malaysia, Singapore, Indonesia, Philippines, Denmark, Norway, Sweden, Finland
Spanish Spain, Mexico, United States, Argentina, Chile, Colombia, Peru, Venezuela
Finnish Finland
French France, Canada, Switzerland, Belgium
Italian Italy
Dutch Netherlands, Belgium
Norwegian Norway
Portuguese Brazil
Swedish Sweden
Traditional Chinese Taiwan, Hong Kong S.A.R.

Don’t see your country listed? Check back, because we are expanding to new markets on a regular basis.

Both the location targeting criteria and the language setting criteria must be met in order for an ad to be eligible for display. Of course your other targeting settings, beyond location, will also have an impact on the determining if the ad should be shown to the searcher. For more information, see our article about targeting.

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