You’d like to show your ads to customers who live in a specific region or country and speak German. Which targeting method can you use?
Location and language targeting
Display Network keywords help you connect your campaigns to likely buyers. Keywords are one of the targeting options on the Display Network. Sometimes your ads may show on placements that seem unrelated to your keywords. Depending on your keyword setting, your ads instead may show to audiences based on their recent browsing history or other factors, rather than the content of the page they’re currently viewing.
Read more here: //support.google.com/adwords/answer/2453986