An advertiser wants to create ads that target potential customers in California. Which targeting method should this advertiser use to target these customers?
Correct Answer
Location targeting
Why is this the correct answer?
Location targeting is the right method for an advertiser who wants to reach potential customers in California. Location targeting allows advertisers to show ads specifically to users in chosen geographic areas — countries, states, cities, or custom radius areas. By targeting California, the advertiser ensures their budget is spent only on users in that state, eliminating wasted impressions and clicks from people in other locations who are not relevant to the business.
Why are the other options incorrect?
Device targeting
Device targeting adjusts bids based on whether users are on mobile, tablet, or desktop — it has no relationship to geographic location.
Audience targeting
Audience targeting reaches specific groups of people based on interests and behaviours — it does not restrict ads to a specific geographic state like California.
Keyword targeting
Keyword targeting determines which search queries trigger ads — it does not restrict ad delivery to a geographic area like California.
Real-World Example
A California-based roofing contractor sets location targeting to California only. Their national keyword roofing contractor previously attracted clicks from New York and Texas — users they cannot serve. Switching to California location targeting reduces wasted spend by 65% and increases conversion rate from 1.8% to 4.7% as all clicks now come from serviceable customers.