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How To Target The English Speaking World In AdWords


I. Introduction

Welcome Internet Advertising Pros, and anybody who wants to become an AdWords Professional. I’m here continuing with ADWORDS WEEKEND. It’s video tutorial #1 – “How To Target The English Speaking World In AdWords”.

I also invite you to more AdWords training in my FREE live weekly webclass at

Now let’s look at targeting those English speakers.

II. Campaign Structure For English Speaking Countries

You see here that I have created 4 Search Network campaigns. Using just these 4 campaigns covers 95% of the English speaking world. Focus your attention inside the parentheses at the end of each name as I discuss these campaigns one-by-one.

The first one covers Australia, New Zealand, Philippines. Regarding time zones, these 3 countries are within 2 hours of each other so they do fit geographically. It’s common to see Australia and New Zealand together in a campaign, but advertisers forget about the Philippines.

Have you noticed that the Philippines is a very popular outsourcing destination that companies prefer to use. There’s a reason for that — English is the country’s second official language (behind Filipino) with more than 90 million people that speak it.

The second campaign targets India. Did you know that India is just behind the United States in the number of English Speakers? That’s because 15% of India’s 1.3 billion population speaks English. That’s almost 200 million English speakers. Compare that to the U.S. population of 321 million.

So what’s the point? Well, if you have clients that sell digital products, and you are not including India’s 200 million English speakers, think about how much opportunity you are losing.

All right folks, on to campaign number 3: United Kingdom, Ireland, South Africa. Everybody knows to target the first 2, but what about South Africa? Unless you look at a map, you might not realize that South Africa is only 1 hour off of London’s time zone.

As a side comment, notice the abbreviation that I used for South Africa in my campaign name. ZA is the domain country extension for South Africa. That’s because SA is assigned to Saudi Arabia. ZA comes from the dutch name for South Africa. They arrived there before the British did.

Okay, enough with the history lesson. The last campaign that covers the English Speaking world is United States, Canada, Puerto Rico. Stop neglecting the 3.5 million people of Puerto Rico, they’re getting their feelings hurt. 10% of the population speaks English, plus the island lies in the East Coast time zone so there’s no reason not to include it.

III. Campaign Settings Screen

Now let’s dive into the campaign settings. I clicked on the last one of the 4, which I named Search-Brand-(US/CA/PR). The naming convention that I use is a Search Network campaign targeting my Brand for people in The U.S.-Canada-Puerto Rico.

There are 15 settings on this screen, but we’re only going to focus on the 3 that pertain specifically to this tutorial of How To Target The English Speaking World.

With that in mind, the most logical place to start is the setting here called Locations. Click this arrow to expand it and let’s have a look.

IV. Locations Setting

The main thing I want to point out here is how Google defines Reach. Look at the numbers and notice that they do NOT equal the population of each country. Take the United States, which has approximately 321 million people. But the Reach number listed here is only 252 million people.

The missing 69 million U.S. citizens are Bing users which Google removes. Okay audience, please know that I’m just kidding. The real reason is easily explained here in the pop-up help description: “Reach is based on the number of signed-in users visiting Google sites”. So contrary to the rumors that Google controls everybody, that makes 22% of the U.S. population that Google certainly does NOT control.

V. Languages Setting

The next setting is Languages, which I consider the most important of the 15 settings on this screen. It is also the one that many advertisers get wrong. This can be costly, so please pay close attention.

The first thing I should mention is that Google never translates ads. If you write an ad in English, it will forever appear in English. Keep that thought as I discuss this language setting.

First notice that I set this to All Languages. I do this for EVERY campaign that I create, without exception. However, the default is English, not All Languages. So why would I change it, especially since the title of this video tutorial is “How To Target The English Speaking World”? Good question.

Most people will probably leave this at the default of English, assuming that if I write my ad in English, and somebody does a search in English, then my ad will certainly show up. The problem is, that statement is incorrect. I will say this SEEMINGLY correct, but false statement once again: “if i write my ad in English, and people do their searches in English, then my ad WILL appear.”

As odd as it may seem, if you leave the default language as English, that is actually a FALSE statement. So I will now say it correctly: “if i write my ad in English, and people do their searches in English, AND their web browser language is set to English, then (and ONLY then) will my ad appear.”

Stated differently, the Default Language Setting of English means… “show my ad to people who have their web browser language set to English”. That’s what this setting defines – the user’s web browser language setting.

So why is this so important? Let’s look at just 2 examples. Parts of Canada have a large number of French speakers. Many of these French speakers will have their web browsers set to that language. But does that mean they will NEVER type a search in English? Of course not. Since they live in Canada, they will frequently HAVE TO type their searches in English in order to find what they want. But guess what, your ad will NEVER show up.

Now what about the 45 million Spanish speakers in the United States. That’s right, 45 million according to a 2015 census. So ask yourself, how many millions have their web browser language set to Spanish, and your ads will NEVER show up for them.

We could continue these examples with dozens of languages in dozens of countries, all of which you WILL be losing unless you change this setting to ALL LANGUAGES.

VI. Languages Setting Help Description

My friends, less you think I am exaggerating this point, please read this paragraph here from the AdWords Help Description. “Unless you ONLY want to show your ads to people who speak a single language, you might find it helpful to target all languages.”

VII. Location Options Setting

Enough said, hopefully I made my point.

Let’s move on to the final setting called Location Options. The default is the top radio button — ”People in, or who show interest in, your targeted location”. It also says “recommended”.

“Recommended” is correct, unless you separate your campaigns geographically like I have done here. If you organize your campaigns geographically, choose the second option: ”People In Your Targeted Locations”.


Wow, I’m done… and tired. Now how about those SUMMARY TIPS.

If you have clients that sell digital products (nothing to ship), then consider your language and geographic settings.
Go back and listen to my discussion regarding “English versus All Languages”.


All done with video tutorial #1 – “How To Target The English Speaking World In AdWords”. Thanks for being here for this ADWORDS WEEKEND.

Go get the transcript and screenshots and a PDF at the shortcut link

And while you’re there, sign up for my FREE live weekly webclass.

And if you’re so inclined please return for more fun with tutorial #2.

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