Search Engine Journal

Google Adwords introduces demographic bidding, a new Adwords feature which will help advertisers in displaying their ads to specific gender and age group within the Google content network. Demographic bidding will give advertisers more control in managing how their ads perform and their targeted audience.

Demographic bidding is will be available to advertisers who are running contextually targeted or placement-targeted campaigns. It can be used to modify advertisers’ bids for a particular demographic segment and stop displaying ads on certain groups that don’t give a significant ROI for the publishers’ goals.The new Adwords feature works well with Google advertisers that  have information about their users  such as social networking sites. To avoid being questioned for invasion of user’s online privacy, Google Adwords will only use data from publishers that got a permission to use the user data from the users themselves prior when they signed up and registered at the publishers’ site. Likewise, some publishers anon Mize this data before sending them to Google in aggregated format.

To help advertisers in choosing which demographic groups bring in good ROI for their advertising campaigns, advertisers can run the Adwords tool for generating Demographic Reports which indicates ad campaign performance metrics by age and gender who viewed the advertisers’ campaigns.

The Adwords demographic bidding is currently available for testing to advertisers located in both the UK and the US. More advertisers will be allowed to enter the program soon.