Spend follows the audience you actually chose.

Include or exclude countries, states, cities, devices, operating systems, browsers, and VPN traffic. Targeting is part of campaign setup, not a hidden advanced tab.

Set up targeting

Layers

Seven controls, one campaign

Start with countries when the offer is national. Add states or cities when delivery, language, or inventory changes by region. Use device and software targeting when the product itself is platform-specific.

CountriesStatesCitiesDevices Operating systemsBrowsersVPN includeVPN exclude

Locations

Combining a country with a few cities is often cleaner than a huge keyword list of place names. Exclude regions you cannot fulfill.

Devices and software

A mobile app offer should not burn budget on desktop. A browser extension should not run on OS it does not support.

VPN

Include or exclude VPN traffic after geography is correct. Over-blocking shrinks reach; over-including mixes in the wrong locations.

Targeting does not replace advertising policy.

Attach targeting to a campaign

The same rules show up later in reports, agent views, and review.

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