Who is looking at your Google advertisements? Are you sure the entire market is covered? Use 4 Steps to Use Google’s Demographic Targeting for Search Ads
By way of AdWords a lot of control is provided by Google to its advertisers on how the ads are shown. It allows to use re-marketing lists for search ads and different match types.
Till some time back, advertisers were not able to target users depending on their demographics. This facility was, however, available both on Bing and Facebook.
With this new feature on AdWords, advertisers can now target users depending on:
- Parental status
this facility will be quite effective where the intention of user differs a lot depending on these variables. For example, in case you are selling high-end watches or investment, it is quite likely that your target market will not be people who are below 25 years of age as they will not be having the required capital to make the purchase.
It is important to note here that as and when you make use of this feature, you have a clear picture of your target market and it is based on data and not on your gut feelings.
A study carried out by Google has concluded that many of our preconceived ideas about our target demographics is wrong. It may also result in missing out on large portion of prospective buyers.
For example, in case you want to run an advertising campaign to sell home improvement products and you did not include women on mobile devices. You have not targeted 45% of the traffic.
It is also worth noting here that every visitor that comes to your website might not be your customer always. For example, a study carried out by Google has found that 40% of all the baby products that are purchased come from houses that do not have parents.
It can be clearly seen that a major portion of some markets comprises of people who are not directly consumers, but by people who make the purchase on behalf of the direct consumers.
Targeting the Desired Demographic in AdWords
The option for targeting specific demographic is available within the audiences tab alongside the re-marketing lists for search ads (RLSA) data. Bud modifiers can be added by taking the following steps:
Go to the tab labeled “audiences” and then move to the sub-tab “demographics” as depicted below.
You can select between the demographics data for “gender” and “age” through the two sub-tabs that are visible below the graph.
You can set the Bid modifiers within the column of “bid adjustment” by clicking on the dashed line. Once you have taken this step, you will be able to see a popup message like the one shown below in which you can put in your bid modifier.
To make a calculation in your bid modifier you can make sue of the following formula:
Divide the age conversion rate by the ad group conversion rate, subtract one and multiply by 100.
This example will explain you better. Suppose the conversion rate for people aged between 25 – 34 is around 3.52% and the conversion rate for the overall group is 2.76%, than the bid modifier will come out to be 28%. The modifier need to be rounded out to the nearest whole number.
In case you are having an “unknown” data wherein Google is not able to match the user to their data, you should not exclude this audience in most of the cases.
In certain instances it has been found that Google is not able to match data to a big portion of your traffic. It can be quite frustrating, but you cannot afford to miss out on this portion as it can effect your overall sale.
Demographic targeting gives a new dimension for advertisers for the search network. They can target the most relevant people by narrowing down their audience.
One of the best example here is that of baby products that are being purchased by houses where there are no parents. It highlights the fact that we should rely more on the data in place of our gut feeling when we make use of this feature. In case you do not take care of this portion, you will end up loosing a large portion of your audience.
The last word of advice is, you should think twice before you decide to exclude the dreaded unknown column. Research has found that it contains a large chunk of your traffic, so you cannot afford to exclude it.