Following the previous 5 Minute Pay Per Click Masterclass detailing time, location and language targeting options, Google have announced demographic bidding beta tests for advertisers in the UK and USA.

Demographic targeting will allow advertisers to target their PPC presence to more specific sectors of the population. Targeting can be broken down into niche internet users such as men aged 25-40 or women aged 30-39. The ads can be displayed to pre-determined age and gender audiences within the content network. As with existing targeting functions, this gives the advertiser much greater control over who sees which ads, providing a tighter grip on budgeting.

The chance to target demographically also gives advertisers with a love of stats the opportunity to whittle down ad performance by demographic appeal for the very first time.

Demographic targeting for pay per click adverts is soon to start testing on the Google Content network. With content sites such as social media sites harvesting a huge amount of user information for their profiles, stats such as age, gender and social status keyed in when a subscriber logs in can be used in anonymous format to tweak adverts shown to that user. Based on information such as their age, AdWords PPC ads are rotated for relevance.

Pay per click advertisers can use this demographic data to modify bids for a particular audience segment and elect to not show ads to certain demographic groups that don’t match in with the target client base. By removing the possibility of groups of users not likely to respond favourably to the campaign seeing the ads and therefore wasting budget on irrelevant clicks, conversion rates and return on investment can be optimised.

To request to join the AdWords pay per click demographic targeting beta test, contact your Top Position account manager.

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