Targeting allows you to define which audiences will see your ads. Understanding targeting constraints and how different criteria can be combined is essential for creating effective campaigns.

¶ Targeting Everyone

By default, targeting is set to all audiences. To explicitly target all users without any restrictions, omit the targeting field.

When updating an ad group, you can also provide an empty targeting object {} to clear existing targeting and revert to targeting all audiences.

¶ Advanced Targeting with Criteria Wrapping

You can achieve more complex negation and AND/OR combinations by wrapping targeting criteria in a criteria object. This allows you to nest targeting criteria and combine them with different operators (AND or OR) and apply negation at different levels, giving you full control over how targeting conditions are evaluated.

Nesting Limit: The system supports at most 2 levels of criteria nesting.

Operator Constraints:

• The outermost criteria must use the AND operator
• All inner nested criteria must use the OR operator

Example: Two levels of nesting

{
  "targeting": {
    "negation": false,
    "operator": "AND",
    "criteria": [
      {
        "criteria": {
          "negation": false,
          "operator": "OR",
          "criteria": [
            {
              "new_to_location": {}
            },
            {
              "new_to_brand": {}
            }
          ]
        }
      },
      {
        "uber_one": {}
      }
    ]
  }
}

This example targets Uber One members who are either new to the location OR new to the brand.

¶ Ad Product-Specific Targeting

Targeting options and constraints vary by ad product:

• Sponsored Listings Targeting - Available targeting options for Sponsored Listings campaigns
• Sponsored Search Targeting - Available targeting options for Sponsored Search campaigns