Google Adwords: Geopicker

Geotargeting in AdWords enables advertisers to only display their ads in selected locations, such as the United States or the San Francisco bay area, or within a targeted radius. Colloquially called the Geopicker, this tool in AdWords suffered from extraneous features and an unwieldy design. I redesigned the product to emphasize a more robust search, a single panel popover, and a dynamic pane that enabled both browsing and location management.

The team applied for and was awarded three patents based on the innovative UI for this project.

Google AdWords →

1. This is the original (legacy) version of the Geopicker. The tool employed a cumbersome tree hierarchy that required users to start at the parent level (country) and drill down to specific cities. In addition, features were separated by tabs and thus could not be accessed simultaneously. The “Selected locations” section was pervasive across all tabs, although this was not clear since the tabs indicated that every element was unique. The “Custom” tab enabled users to draw a region on the map. After some research, I discovered that only three users out of millions of AdWords advertisers were using this feature.


2. Geotargeting settings are available during AdWords campaign set up. The original Geopicker required that the popover window be opened to choose even a single location. Instead of forcing users into the popover window, I provided them with search suggestions that enabled them to make more educated decisions by listing the number of targeted users as well as the encompassing locations.


3. Users could see their list of selected and excluded locations from campaign settings, without having to open the Geopicker popover window.


4. If users did want to see more detail, they could click “View on map” to open the Geopicker popover.


5. The right pane is dynamic, showing information relevant to the user’s current activity. The user clicked on “San Diego” in mock #4 above to browse the city of San Diego and its surrounding locations. The “Selected locations” pane collapses so that the “Browse location” pane can be maximized.



6. Users can also target a radius around an address, city, or other location. Here the right pane changes to show the radius targeting details.


7. Overlapping locations (redundant targeting) is shown to allow the user to decide if a location fully contained within another location should be removed.