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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.
...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?
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.
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.