According to this recent article on SERoundtable, Google has taken steps to restrict the ability for advertisers to exclude countries from their Google Ads campaigns. Previously, advertisers could exclude as many countries as they wanted, tailoring their campaign to hit specific geographical targets. However, Google now limits the number of countries that can be excluded to 100.
The change was announced via an email notification to Google Ad users, which addressed the update to the Google Ads policy. Despite the significant shift, Google did not provide a rationale for why this change was necessary. Several advertisers have expressed their concerns, as this may impact campaigns that are designed to target or exclude more than 100 countries.
This development underlines the importance of adaptability in digital marketing. Changes may occur in digital platforms without prior warning, affecting campaign strategies. A significant takeaway from this is that marketers need to be versatile and adaptive to changes in the rules of advertising platforms. Marketers should also have diversified strategies for advertising across multiple platforms in case such restrictions impose a handicap on reaching their target market.
Read more at Search Engine Roundtable
