Among the multitude of changes to AdWords in 2016 (hello, expanded text ads, RIP right hand desktop ads), Google has launched another great feature before 2017. For years Display advertising has offered demographic targeting and refinement options by age, gender and parental status. Now demographic targeting is available to all accounts through AdWords Search campaigns.
What this means
The introduction of demographic data and targeting to Search means that AdWords users are now able to see beyond the data of keywords and ad copy and see the type of people that are delivering value to their business.
With demographic reporting data, another optimisation tool has been added to the search engine marketer’s belt. Much like an ad variation can deliver poor results in an otherwise strong campaign, so too can the people seeing the ads. Thanks to this change, we can now see if people of a certain age, gender or parental status deliver strong results for your brand; if the demographic is performing well bids can be increased for that segment of people with bid adjustments. If the results for a demographic is poor then using bid adjustments bids can be reduced or removed altogether.
- With more information, better-informed decisions, optimisations and recommendations will be made resulting in stronger campaigns and better results.
- Demographic targeting for Search will result in a more more refined audience. Refined audiences equal greater ROI if you reach the right ones.
In coming months Bang will be analysing demographic data for clients with Search campaigns to get the best results for all accounts managed by our team. To discuss the opportunities of AdWords for your business, give our account managers a call on (08) 9328 7000 or email here to start the conversation.
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