Demographics (PPC)

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Demographic targeting enables advertisers to refine their audience targeting further and can be used to capture additional audience data. If you’re a company selling strollers, you can target based on parental status, and more specifically, parents of toddlers.

AdWords demographic targeting is a targeting method that enables advertisers to reach a specific audience based on age, gender, parental status, and household income.

Benefit of using search audience solutions is that They can help send the right message to the right customer with the right bid. To reach the right potential customers with the right message at the right time, successful Google ads campaigns increasingly rely on audience insights.

Google Search demographics allow advertisers to refine their targeting on a granular level, improving their reach while also reducing wasted ad spend on users that don’t fit their target audience.

 What does the “Unknown” category mean?

It’s impossible for AdWords to determine, or even infer, the demographics of all internet users, so “Unknown” refers to those people whose age, gender, parental status, or household income haven’t been identified. This may include users who are under the age of 18, as well as those who are gender non-binary.
Additionally, some websites on the Display Network opt out of demographic targeting, which expands the “Unknown” category even more. If you want your ads to appear on those sites, you must leave the “Unknown” category selected.

How Google Search Demographics Work

• Google collects demographic information from users based on their settings and activity associated with their Google Account.
• Advertisers can then use this information to layer in demographic targeting to their Google Ads campaigns, improving their ability to home in on a very specific audience.
• Using these data points also give marketers a chance to easily test their targeting outside their usual audience.
• Even if you think any of these audiences aren’t relevant to your business or industry, you can add them to the campaigns at no risk.
• From there, you let the data tell you if these audiences are relevant or not.
• Similar Audiences for Search assists you in finding new customers that share the behaviours and characteristics of your remarketing audience segments.

How To Use AdWords Demographic Targeting

You can access the new Detailed Demographics in 4 simple steps.

1. Log into your Google Ads account.

2. Select a Campaign from the left. You can add demographic categories to Search, Display, and Video campaigns.

3. From the left, select Demographics.

4. You can now select demographic targeting categories from the top of the page.

5. Check the box for each demographic group you want to include in your targeting.

6. Select the blue Edit drop-down to Enable your demographic targeting.

This is also where you can Exclude demographics and modify bid adjustments.