Google is evolving its already powerful AdWords platform by adding new geographical targeting options including making the switch to Nielsen designated marketing area (DMA) targeting for US metro areas, city-level targeting, location extensions in new countries and even Canadian postal code targeting.
DMA targeting is a means of delineating media markets trademarked by Nielsen. By switching away from metro area targeting to DMA targeting, marketers advertising both online and on television will be able to reach the same people, if they target the same DMA.
In Canada, Google is introducing the ability to target by the first three digits of the postal code, the forward sortation areas (FSAs), which correspond to a certain geographic areas. This change allows direct marketers to coordinate their online and direct mail efforts to reach the same people.
AdWords will now have city and regional targeting capabilities in nine additional countries. These countries include: Belgium, Bulgaria, Denmark, India, Ireland, Romania, Sweden, Taiwan, and Vietnam. Location extensions, which allow advertisers to show their nearest location and phone number along with a Google Search results ad, will now be available in Belgium, Denmark, Ireland, India, Sweden, and Taiwan.
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