AdWords Demographics – Education, Children, Marriage, & Homeownership

Google Adwords has a wealth of targeting options related to income and gender and age range, but they’re not always easy to find.

Let’s review where they are and how they can be used in your next Google Adwords campaign!

Here, you’ll see an interface with a lot of demographics, including Age, Gender, and Household Income, who’s converting where, when, and what.

If I slide over to Audiences, hit the Audiences button, and then Observation, I can see how the Audiences performed, but I’m not necessarily targeting those audiences. How can I do so?

Here’s the secret: just hit Who They Are, and you can see several different targeting techniques that were not visible before! Let’s break them down:

Parental Status

Marital Status

Education

Homeownership Status

Now, here’s the thing with AdWords interface and audience targeting: when someone’s looking for something, in a lot of respects, you can’t really filter down to the type of people that are looking, right?

For example, if you’re talking about Parental Status, and people are searching for baby equipment, you might have different messaging for someone that has kids that are of a certain age or maybe doesn’t have kids.

For Homeownership Status, if you’re doing some sort of insurance, you might be running different messaging.

Same with Education: let’s say you’re talking about vacation for spring break, or other travel that relates to college students. You can say ‘I want college students, and I want to exclude everybody else.’

If you were to do that, you would set it up as Targeting. Or if you just want to see how college students interact with your current campaign, you stay in Observation mode

Observation mode means that you can see how different demographics are interacting with your campaign and how they’re converting.

The Targeting option says, ‘I only want college students to be able to see my ads when they put in my search terms.’

Our recommendation is to start with Observation, get a feel for how your campaign’s working with your audiences, and then go into targeting and narrow it down, perhaps in a separate campaign.

So, as a recap, you can apply the following to your Adwords campaign with a few extra clicks:

• Parental Status for a variety of different age ranges from zero to 17 years old
• Marital Status, Single, in a Relationship, or Married.
• Education, whether college kids or different levels of education.
• Homeownership Status

Need some extra help with your Adwords campaign? Reach out to us!

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