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Which is the better option?
1.) Choose "Swedish" in the language settings and "Sweden" in the countries settings.
2.) Choose "all languages" in the language settings and "Sweden" in the countries settings.
3.) Choose "Swedish" and "English" in the language settings and "Sweden" in the countries settings.
I have this doubt because I'm not sure what Google uses to deduce what language a user speaks: their browser language setting or the version of Google they are using (e.g. google.se) If that's the case, there must be many swedes using google.com, hence my idea of number 3 option.
The other thing is I am running a content-only campaign so these ads won't even be on google sites, only on sites showing AdSense, so if google generally looks at the google site being used to determine language, how would that work on a content-only campaign?
Then again - allways split test.
I'm in the Netherlands and when I target to Holland, I use the option above (All languages and for country the Netherlands). This way I will reach all dutch Google users, who live in Holland.
You issue here when it comes down to it will be to have a high CTR to get the price down.
Open broad - allow content network etc. The start narrowing down.
You might even want to set up more than one campaign targeting segments of your market.
Say a campaign for: Content network in only Swedish but world wide.
You never really know what might work.
It is however only worth the effort if you have a decent size on you operation.
Good luck! :)