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Why would I use zip code or city targeting instead of targeting by DMA?

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Why would I use zip code or city targeting instead of targeting by DMA?

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Using zip code or city targeting can provide more targeting precision in your Sponsored Search and Content Match campaigns, enabling you to market to a very specific portion of a large metropolitan area. This is ideal for businesses that either operate solely in certain locations, or want to deliver tailored messages to audiences in different locations.

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*Sadly, we had to bring back ads too. Hopefully more targeted.