When setting-up an AdWords campaign, it is set by default to only target your home country. Obviously, if you are offering something that is only available to people within your own country, it’s a good idea to leave this as is. However, if you are trying to sell worldwide, you should consider starting with location targeting set to all countries, instead of starting with a small list of countries.

You might think that a good starting point would be to target the countries which traditionally send you sales. The problem with this way of thinking is that competition within these countries might be intense. By targeting all possible locations, Google will distribute your ads around the world.

In one country, you might have 18 competitors, all in a bidding frenzy to be in first place. In another country, you might only have two or three competitors, and the bids may be at more reasonable levels.

By limiting yourself to only a select number of countries, you might find yourself in an uphill battle. Winnable, but at what cost?

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