I'm a little confused with Google's explanation of targeting more than one language. My campaign is written in English (as is my website) but targeted to Western Europe: should i just select the "english" language option within Adwords ?? I want to target customers who understand English. Please help ....
The targeting language you select will show your ads only to those who have that language selected in the Google search engine. Each country has a default language. Using google.fr will only show results of French sites. The user can change this. For example, I'm in Canada and speak French and set Google to return results in both English and French. When doing searches in French, I see French organic results and French ads. If your site is in English, you naturally want to target only those speaking English. Doesn't matter if the countries you target have a different official language. Those who speak the language and set Google to search and return results in that language have a chance to see your ads.
Languages: when you choose Spanish, French (for example) in language setting, It means that your ads will appear to whom using Google.es (spain) and Google.fr to search your keyword query or to whom setting Spanish and French in Preference (go to google homepage, you will see "preference" beside the search button). Pay attention: Most of people use default language in Google homepage except the special cases. Location: when you choose Spain\Madrid and French\Paris, your ads just display for anyone in Madrid and Paris. I hope that you will have your choice for your ads.