If you’re not in my demographic — you can’t see my ad!
New PPC demographic profiling.
If you have a website that sells a special energy elixir for men over 55, how do you make sure you’re not paying for 17-year-old girls to see it?
Google AdWords is now beta testing demographic bidding for PPC ads on the Content Network in the US and UK. The new program gives you three new PPC options to make your online marketing pay.
You can now exclude any group by age and gender, so you’re not wasting money advertising to people who aren’t your target audience.
Please remember that demographic exclusion does not block your ad from appearing to users of a certain age or gender in every case. It blocks your ad only when a website shares information indicating that the user is a certain age or gender.
Many websites don’t provide this demographic data, and in those cases your ad will appear to all available users on that website.
If you notice that some of your campaigns are converting better for certain demographics, you can now bid more to reach groups that offer a better ROI. And if you don’t have a clue which demographic groups are giving you your best returns, you can get reports that show which groups are clicking and converting.
I’ve been playing with this feature using different niche sites, and it does seem Google does not have much of this information. That’s because they can only gather it from sites in the Content Network that bother collecting it.
You can read more in Google’s blog post about the program:
However, it is a new opportunity for testing to see how well your online marketing works. If you’re already doing PPC advertising on the Content Network, what the heck? You might want to set up a new campaign and test this out to see if it saves you money, brings your higher conversions, or reveals a market you didn’t know you had.
To give it a try, simply log into your Google AdWords Account, select a campaign and click in edit settings to exclude certain demographics.
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