Megan is setting up a Google App campaign but she's not sure how specific to be when it comes to location targeting. Why should a marketer set a location target that's at country level or larger?

Analysis of Correct Answer(s)

The correct answer is that the system works best when working from the largest dataset possible. Google App campaigns are powered by machine learning, which relies on vast amounts of data to learn, predict, and optimize.

• Data Volume: By targeting at a country level or broader, you provide the campaign's algorithm with a significantly larger pool of potential users.
• Effective Optimization: More data (impressions, clicks, installs, and in-app events) allows the system to more quickly and accurately identify patterns and find the users most likely to install your app and perform valuable actions.
• Performance and Scale: A narrow location target can starve the algorithm of the data it needs, leading to a prolonged learning phase, higher costs, and an inability to scale effectively. Broader targeting provides the necessary "liquidity" for the automated bidding systems to perform optimally.

Analysis of Incorrect Options

• Users outside of the location target area might feel excluded: This is a general sentiment consideration, not a technical reason for how App campaigns function. Users outside the target simply won't see the ads.
• App campaigns don't allow location targeting at a more granular level than country level: This is factually incorrect. App campaigns do support more granular targeting (e.g., regions, cities), but it is a best practice to start broader for the reasons mentioned above.
• Competition becomes more focused at a granular level: While competition levels can vary by location, this is not the primary strategic reason for choosing a broader target. The core driver is to maximize data input for the machine learning model.