Bidding On Demographics
January 24th, 2008
Adwords has just released information about an upcoming feature in their Adwords interface. For those of you who are unfamiliar with Adwords pay per click, currently you can only bid on keywords in your account both in the search network and the content network. Now however there will be an option to bid on demographics. What this means is that you can set parameters for when your ad will be showing based on age and gender. You may be thinking, how does Adwords know the age and gender of the user? Well, it doesn’t!This demographic feature is only to be used with the content network where the sites that you choose to have your ad shown will give Adwords the demographics of the users or visitors that use that site. The content network, if you don’t know, is a network of affiliate websites where your ad can be shown based on the content of your campaign to the website. So if you were advertising weight loss products your ad would show on sites related to that content such as health sites, weight training sites etc.
Bidding on demographics will be another way to increase your ad’s relevancy to the site it is showing on. If you were advertising anti-aging cream you could bid on women from ages 40-60 in order to have your ad shown only to visitors that may be interested in clicking on the ad and buying your merchandise. This will increase your click through rate giving your campaign a better quality score resulting in your ads being shown more frequently.
Demographic bidding is still being tested at this point but hopefully in the next month this feature will be available to Adwords users.
