With ad reach, you have the ability to control what cities and states your ad will appear. You can even compare the number of people who might see your ad in specific areas. This comparison can help you determine if you even need to control where your ad should be seen and not seen. To find your reach results, go to settings and click on locations, and from there you can see where your ad was seen. This is a great way to see, geographically, who's looking at your ads and who is not. By having this knowledge, you have the ability to shut it down in certain areas, need be. This lead to a more efficient and effective ad campaign.
Reach is based on an estimation of the number of users seen on Google properties within your specified geographic region. Reach numbers in adwords may differ in comparison from census population data or any others. There are many factors that can cause this, including: number of devices being used, number of web browsers, number of temporary users, length of time, cookies, and the search partner or Google Display Network. Because of these factors altering other data, reach should be used as a guidance tool, and not something that you should base your entire campaign off of.
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