Towards which direction is a rainbow normally seen in the afternoon and morning?

Generally, rainbows will be spotted in the opposite direction of the sun. So if you live in the northern hemisphere and its raining in the afternoon, if a rainbow appears at all it will appear to the north.

Rainbows can be observed whenever there are water drops in the air and sunlight shining from behind a person at a low altitude or angle(on the ground). The most spectacular rainbow displays happens when half of the sky is still dark with draining clouds and the observer is at a spot with clear sky in the direction of the Sun. The result is a luminous rainbow that contrasts with the darkened background.

https://en.wikipedia.org/wiki/Rainbow