Demographic Targeting in AdWords Search Ads

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!

Timestamps:
[0:33] Screenshot demographic targeting options
[0:47] Ways to use gender targeting
[1:31] Ways to use age range targeting

Transcripts:
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.

I hope you found today’s information useful and don’t forget to subscribe to the YouTube channel. We’re going to be posting a lot more content just like this, for advertisers just like you.

Related Posts

• A Business Guide to Google Ads Auto-Tagging: Tracking Made Easy!
• How to Use AdWords Negative Keyword Lists
• AdWords Demographics – Education, Children, Marriage, & Homeownership
• Google Ads Promotion Extension
• 🎁🎄 Holiday Ad Spend Strategy
• Is Facebook Ads or Google AdWords Right for You?
• AdWords: Is 3rd Position Better Than 1st?
• What are Single Keyword Ad Groups? (SKAGs)
• Optimizing AdWords Shopping Campaigns
• AdWords RLSA Tactic
• Google AdWords Notes are Here!
• AdWords Script for Negative Keyword List Conflicts
• Ensure Your AdWords Search Traffic is CLEAN
• Hitting Budget in AdWords? Try These Optimization Tips
• Capitalize on Local Service Ads that are 80% Cheaper than AdWords Leads
• Spot Underperforming Products in AdWords PLA Products
• How to Calculate Your PPC ROI
• How to Diagnose a Google Ads Campaign Not Hitting Budget
• 5 Ways to Social Proof Your PPC Campaign
• Do These 6 Things to Ensure Your PPC Campaign is Set Up Correctly