Certain targeting criteria are only available

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Create ad groups
For all campaigns except Shopping and Maximize campaigns, you can group related ads around common targeting criteria. For example, you can group ads focused on "dress shoes" and target them to people searching for "dress shoes."

Shopping campaigns use product groups to group related products that share the same targeting criteria.

8 tips to improve Adwords advertising results
7. Select your targeting criteria

Targeting helps you determine the audience you want to reach russia whatsapp lead with your ad. Without targeting, your ad will reach as many people as possible. With targeting, you can reach specific customers who might be interested in what you have to offer.

Common targeting criteria include keywords, audiences, locations, topics, devices, and remarketing. for certain campaign types, so for example, you can't choose to only advertise to specific customers (such as women aged 18-24 or customers on a remarketing list) in a Maximize campaign. However, you can use these specific customers as audience signals in a Maximize campaign to speed up machine learning.