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Google Adwords - Demographic Bidding

Introduces the ability to adjust bids for different demographic groups



4:23 pm on Jan 24, 2008 (gmt 0)

10+ Year Member

Not sure if some one else has pointed this out earlier or not. Saw this today on Inside Adwords.


We're excited to introduce the new demographic bidding feature from AdWords. Demographic bidding helps you display your ads to specific gender and age group audiences on some sites in the Google content network, giving you more control over who your audience is and greater insight into how your ads perform with certain demographic groups.

Demographic bidding and reports are available to advertisers who run contextually targeted or placement-targeted campaigns (with CPC or CPM bidding) on certain sites in the Google content network. Here's how it works: Some publishers in our network, such as social networking sites, know the gender and age of their users because their users sign in with that information when they create a profile or fill out registration or subscription forms.


6:09 pm on Jan 24, 2008 (gmt 0)

5+ Year Member

Yep, started a test this morning. I will see what my results look like over the next few days.


9:17 pm on Mar 21, 2008 (gmt 0)

5+ Year Member

Demographic bidding is now open to all advertisers.

Did any of you beta testers have much success with it?


12:19 am on Mar 22, 2008 (gmt 0)

5+ Year Member

Hmmm. The AdWords help center says [adwords.google.com], "Find the Advanced Options section of the campaign settings page. Next to the heading 'Demographics,' click 'View and edit options.'"

...but I don't see the Demographics heading for any of my campaigns. Is it because I'm not in the US, or is it because the AdWords blog jumped the gun on a feature that hasn't actually rolled out to everyone yet?


4:07 pm on Mar 24, 2008 (gmt 0)

10+ Year Member

from the first blog link:

If you're an AdWords advertiser located in the U.S. or the U.K., we'd like to invite you to try out demographic bidding. You can see which partner sites offer this feature and learn how to get started by visiting this site. We plan to add advertisers on a rolling basis. We'll let you know as soon as you've been added to the test.


4:22 pm on Mar 24, 2008 (gmt 0)

5+ Year Member

Thanks, zuko105. I hadn't read all of the original blog post. I wonder when the feature will be available in Canada.

edit: It looks like the "when" is now. I can see the option in the campaign settings now. Time to experiment!

[edited by: Rehan at 4:55 pm (utc) on Mar. 24, 2008]


8:13 am on Mar 25, 2008 (gmt 0)

10+ Year Member

Oh brother, they are so desperate to keep the small publishers... How about demographic bidding for regular searches? Ya know the ones that actually make money for advertisers? I'd spend double the normal bid to hit my target markets. But, I won't spend another dime in content network "testing".

The big accounts will love the "branding" aspect of demographic content network bidding - putting their message in all the places you'd expect - but they also buy Superbowl type ads, which like content network ads, are too broad an audience for a normal business.

On the plus side, a new line of work just opened.. Managing PPC ads for specific demographic sets.


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