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The​ ​Limitations​ ​of​ ​Google​ ​AdWords​ ​Demographic​ ​Targeting Proper​ ​demographic​ ​targeting​ ​can​ ​improve​ ​your​ ​search​ ​ads'​ ​performance.​ ​Unfortunately,​ ​as columnist​ ​Andy​ ​Taylor​ ​points​ ​out,​ ​Google​ ​doesn't​ ​always​ ​make​ ​demographic​ ​targeting​ ​easy. Many​ ​advertisers​ ​are​ ​well​ ​aware​ ​that​ ​Google​ ​has​ ​targeting​ ​options​ ​available​ ​in​ ​AdWords​ ​that give​ ​brands​ ​the​ ​ability​ ​to​ ​adjust​ ​bids,​ ​ad​ ​copy​ ​and​ ​landing​ ​pages​ ​for​ ​demographic​ ​groups​ ​based on​ ​age,​ ​gender​ ​and​ ​average​ ​household​ ​income.

These​ ​levers​ ​can​ ​be​ ​useful​ ​for​ ​targeting​ ​search​ ​campaigns​ ​only​ ​to​ ​the​ ​most​ ​relevant​ ​groups,​ ​as well​ ​as​ ​for​ ​improving​ ​the​ ​performance​ ​of​ ​particular​ ​demographic​ ​groups​ ​by​ ​creating​ ​catered experiences​ ​for​ ​them. However,​ ​the​ ​current​ ​ways​ ​in​ ​which​ ​age,​ ​gender​ ​and​ ​average​ ​household​ ​income​ ​work​ ​together make​ ​it​ ​difficult​ ​to​ ​create​ ​granular​ ​demographic​ ​targets​ ​at​ ​scale.​ ​Here,​ ​we’ll​ ​illustrate​ ​the​ ​troubles that​ ​can​ ​arise,​ ​as​ ​well​ ​as​ ​explain​ ​why​ ​there​ ​is​ ​growing​ ​need​ ​for​ ​demographic​ ​targets​ ​that​ ​“talk​ ​to one​ ​another.” The​ ​current​ ​situation​ ​with​ ​age​ ​and​ ​gender​ ​targeting

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Currently,​ ​targeting​ ​an​ ​AdWords​ ​campaign​ ​to​ ​a​ ​particular​ ​age​ ​group​ ​or​ ​gender​ ​is​ ​done​ ​by exclusion,​ ​i.e.,​ ​an​ ​advertiser​ ​adds​ ​age​ ​and​ ​gender​ ​groups​ ​to​ ​a​ ​campaign​ ​and​ ​then​ ​assigns those​ ​groups​ ​that​ ​should​ ​not​ ​be​ ​targeted​ ​as​ ​exclusions. So,​ ​if​ ​a​ ​campaign​ ​should​ ​only​ ​target​ ​males​ ​between​ ​the​ ​ages​ ​of​ ​18​ ​and​ ​24,​ ​all​ ​other​ ​ages​ ​and gender​ ​targets,​ ​including​ ​“Unknown”​ ​(which​ ​includes​ ​members​ ​of​ ​all​ ​ages​ ​and​ ​genders),​ ​should be​ ​added​ ​to​ ​the​ ​campaign​ ​as​ ​exclusions. In​ ​the​ ​early​ ​goings​ ​of​ ​Google’s​ ​testing​ ​for​ ​age​ ​and​ ​gender​ ​targeting,​ ​advertisers​ ​had​ ​the​ ​option to​ ​select​ ​“Target​ ​and​ ​bid,”​ ​as​ ​well​ ​as​ ​“Bid​ ​only,”​ ​as​ ​shown​ ​by​ ​the​ ​screen​ ​shot​ ​below​ ​taken​ ​in early​ ​2015. The​ ​former​ ​limits​ ​targeting​ ​solely​ ​to​ ​those​ ​ages​ ​and​ ​genders​ ​launched​ ​as​ ​targets,​ ​while​ ​the latter​ ​simply​ ​layers​ ​the​ ​target​ ​on​ ​for​ ​bid​ ​adjustments​ ​and​ ​does​ ​not​ ​restrict​ ​a​ ​campaign’s targeting​ ​solely​ ​to​ ​those​ ​groups​ ​added. However,​ ​it’s​ ​only​ ​by​ ​audience​ ​exclusion​ ​that​ ​age​ ​and​ ​gender​ ​targets​ ​can​ ​now​ ​be​ ​used​ ​to narrow​ ​targeting​ ​down,​ ​as​ ​all​ ​age​ ​and​ ​gender​ ​targets​ ​are​ ​set​ ​to​ ​“Bid​ ​only.”​ ​Both​ ​“Bid​ ​only”​ ​and “Target​ ​and​ ​bid”​ ​are​ ​still​ ​available​ ​for​ ​other​ ​audience​ ​targeting​ ​options,​ ​such​ ​as​ ​Remarketing Lists​ ​for​ ​Search​ ​Ads​ ​(RLSA)​ ​and​ ​Customer​ ​Match. Unfortunately,​ ​age​ ​and​ ​gender​ ​can’t​ ​be​ ​combined​ ​to​ ​target​ ​a​ ​specific​ ​slice​ ​of​ ​the​ ​population across​ ​both​ ​attributes.​ ​That​ ​is​ ​to​ ​say,​ ​there’s​ ​no​ ​way​ ​to​ ​create​ ​a​ ​single​ ​target​ ​for​ ​males​ ​between the​ ​ages​ ​of​ ​18​ ​and​ ​24​ ​—​ ​advertisers​ ​have​ ​to​ ​exclude​ ​all​ ​of​ ​the​ ​ages​ ​and​ ​all​ ​of​ ​the​ ​genders​ ​that don’t​ ​match​ ​the​ ​targeted​ ​group​ ​separately.​ ​This​ ​makes​ ​it​ ​difficult​ ​to​ ​target​ ​a​ ​particular​ ​group​ ​in​ ​a separate​ ​campaign​ ​while​ ​also​ ​continuing​ ​to​ ​target​ ​all​ ​other​ ​genders​ ​and​ ​ages​ ​in​ ​a​ ​different campaign.

Contact​ ​Details: Perth​ ​Marketing​ ​Company​ ​-​ ​Web​ ​Design,​ ​SEO,​ ​Digital​ ​Marketing 56A​ ​Pearl​ ​Parade,​ ​Scarborough​ ​WA​ ​6019 Phone:​ ​0424​ ​656​ ​188 Website:​ ​http://www.perthmarketingcompany.com.au/ Google​ ​Site:​ ​https://sites.google.com/site/adwordsperth/ Google​ ​Folder:​ ​https://goo.gl/mf8MKX Related​ ​Contents: adwords​ ​perth adwords​ ​advertising​ ​perth adwords​ ​consultant​ ​perth

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