Select the audience that you would like to be targeted by your ad. There are two options to specify the audience:

Automated audience: Our machine-learning algorithm will score and pick the most valuable users for your brand out of all the retailer visitors (buyers and non-buyers). This performance-focused audience will be created alongside your line items and start delivering right away.
Custom audience: Build a custom audience based on retailer first-party data. Once you’ve built an audience in the Audience Builder, they will appear for selection. To build a custom audience, click Cancel. Then, select Shared Library on the top navigation bar and select Audience from the drop-down menu.

Define the location you would like your ad to target. This option is good if your products are only available in specific areas.

To select the locations you would like to target:

Click the Edit button.
You will then have the option to search specific regions - Countries and Regions to include or exclude for targeting. You can choose if you want to include or exclude specific regions with a selector at the top of the targeting.
Some regions have more granularity than the country level. They are marked as expandable in the list and you can click on it to find more granular targeting options available within that country. These options may include regions or other specific areas depending on the country.

Step 3: Creatives

3rd-party Trackers (Optional)