Demographic Targeting in AdWords Search Ads
December 18, 2016
December 18, 2016
Are you trying to reach a specific age or gender group with your promotions? AdWords now allows you to target specific demographics with your search ads.
Check out today’s video for more information!
Shopping and researching online can be time consuming and exhausting. If you’re a runner and have ever looked for running shoes, sometimes it’s hard to tell which are for men and which are for women.
Wouldn’t it be nice if you only had to see those that are relevant to you? Just recently, Google released demographic targeting in search campaigns to do just that.
Today we’re going to talk about how they work.
I’m Adam Arkfeld, owner of ParaCore, a pay-per-click lead generation agency.
[0:33] Screenshot demographic targeting options
Targeting by gender, age, and parental status has been available in AdWords display campaigns for quite a while now. But just recently, in late 2016, Google announced that gender and age filtering will be available in search campaigns as well.
They haven’t extended parental status to search campaigns, but advertisers can tell Google to show ads to a particular gender or age range when they’re searching online.
[0:47] Ways to use gender targeting
Gender targeting can be used a few different ways. You might want to hide or show ads based on a user’s gender.
For example, you can use the gender targeting to advertise your barber shop if a male types in “hair salon.” Or, if men are searching for “hair growth products”, you can show Rogaine while possibly excluding these results for women.
For women, you might show ads for a nail salon or womens-only gym, but not show those ads to men that are searching.
Another method for segmenting is to change your messaging by gender. For example, if you own a pool company, you may want to advertise saving time and frustration to men who are more likely to be cleaning the pools.
For women, you might want to advertise pool and chemical safety for the kids. Gender splitting can also be as easy as showing men’s running shoes to men and women’s running shoes to women.
[1:31] Ways to use age range targeting
Age range targeting works the exact same way as gender and you can use many of the same tactics.
For example, if you’re selling life insurance, younger age ranges might want to see different types of insurance policies than someone in their 50’s or 60’s.
If you sell products specifically for, or segmented by, age and gender, give the new demographic search targeting a shot. You’ll be able to increase the quality of your traffic and more than likely lower your cost-per lead.
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