Targeting your ads with Google Demographic Bidding
Posted by Riccardo Campaci @ May 23rd, 2008 in New Media Tips
One of the winning factors behind a successful advertising campaign is precise targeting: not only is the product you want to promote important, but the target audience you want to pitch to. Would you offer high-heels to old men? I don’t think so.
Since last March, Google has been offering a new tool to reach the target advertisers want to: I am talking about Demographic Bidding. Thanks to this new feature (available only for content network and for placement-targeted campaigns) advertisers are able to reach a specific audience, based on age and/or gender.
For instance, if you would like to promote your brand new, trendy high-heels, you can target your ads to 18-24 year old women, excluding categories (like 55-64 year old men) or just increasing or decreasing your bid depending on a specific age and/or gender. In order to check if your targeting is doing well, Google offers demographic reports, available at AdWords Report Center.
Obviously this feature is active only on Google networks sites that make a demographic distinction between their users: sites or networks like MySpace or Orkut and many other sites.
If you’re planning the launch of a very specific product, strictly related to a determined gender or age range, you’d better think about AdWords Demographic Bidding, that could help you reach only your potential customers, and avoid spending money for “empty clicks”.
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