When it comes to running ads online, nothing stays the same for too long. Google loves to roll out changes. Some are small tweaks that most people barely notice. Others completely change how advertisers run their campaigns. One of those big changes was Google’s decision to remove language targeting for Search campaigns.
What Was Language Targeting in Google Ads?
Before we dive into why Google removed it, let’s just quickly recap what language targeting even did. Previously, the advertisers could choose the language in which their adverts could be written. E.g., say you were advertising to a Spanish population in the U.S., you would be able to tell Google: show my ads only to those who use Google in Spanish.
Sounds simple, right? But here’s the thing, it wasn’t always accurate. People might use English browsers but still search in Spanish. Or someone might set their device to Spanish, but mostly type queries in English. This mismatch made campaigns messy. That’s where the problem started.
Why Did Google Remove Language Targeting?
1. Search Is Multilingual
Most individuals nowadays blend languages. They may write in English but insert words from their native language. Or they may reside in an area where two or even more languages are generally spoken in everyday life. Language targeting couldn’t cope with that.
2. Intent Focus, Not Language
Google’s change has been obvious: they prefer that advertisers think about intent. What is the individual actually searching for? That is more important than what words they are typing. If a user is entering “buy shoes online barato,” Google would like to display shoe advertisements, not block it simply because of the language option.
