Demographic Targeting in Google Ads –

Do you want to apply a good marketing strategy in your Google Ads campaigns?

We recommend that you start using demographic targeting!

Find out how the demographic segmentation can benefit your campaigns and, consequently, your business, increasing revenue and targeting efforts directed at the process of generating leads or sales.

You should think that this segmented population is part of the consumer market, they are your potential customers, your product or service buyers, who are going to recommend and remember your brand. Know who they are!

Depending on who you want to address, or how clear you have this segmentation (we always recommend carrying out a previous analysis), in the demographic data part of Google Ads you can increase your bids, reduce them, or exclude some segmentation variable.

1.- Segmentation by Age:

It falls within the following ranges:

– From 18 to 24 years old

– 25 to 34 years

– 45 to 54 years

– 55 to 64 years

– 65 or older

– Unknown

As shown in the example graph, we’ve defined our audience as 18-54 year olds, excluding 55-64 and 65+. Later, if we analyze that the majority of our public is in the segment of 25 to 34 and 45 to 54 years old, and also that these report more conversions and at a lower cost, we should reduce the bids to the segment of 18 – 24 and from 35 to 44 years old.

2.- Segmentation by Gender:

– Woman

– Men

– Unknown

As shown in the example graph, the female demographic is giving us more conversions than males with roughly the same clicks.

3.- Segmentation by family income:

– 10% higher

– 11-20%

– 21-30%

– 31-40%

– 41-50%

– 50% lower

– Unknown

This new functionality from Google that we were all waiting for, since, for example, if our brand sells luxury products we could exclude users who have a family income of 41 to 50% and 50% lower.

But, the bad news is that in Spain this functionality is not yet available (available only in Australia, Brazil, Hong Kong, India, Indonesia, Japan, Mexico, New Zealand, South Korea, Singapore, Thailand and USA).

In Spain, it shows everyone as unknown, so there is not much to do, at the moment.

4.- Segmentation by Parental Status:

– With children

– Childless

– Unknown

Very useful segmentation if we have a product that is aimed at a market segment that only has children, such as baby products.

Available only for or Video in Google Ads targeting.

Let’s talk about the “Unknown” category

Google Ads does not know or can deduce the demographic data of the users, in this category they would all be “unidentified”.

And it is that Google determines the demographic information if the users have logged into a Google account, because with the data they have provided in their configuration or according to the activity that is reflected in the Google properties we can know this audience. In addition, some websites may provide us with demographic information that users share, to name a few, we have Social Networks.

We have to keep in mind that there are websites on the Display Network that disable demographic targeting, so if you want to impact users with ads on those sites, you have to leave the “Unknown” category selected.

To sum up:

Better define your demographic segmentation strategy, and take into account the following points, essential to improve your Google Ads campaigns:

• Targeting: demographic targeting can be combined with other targeting strategies, that is, you can combine targeting, for example, people between 35 and 45 years old, who have children and who are men.

• Exclusions: You can also exclude demographic categories from showing ads to certain groups.

• Bid customization: Even if your ads are shown to the entire audience, you can set higher (or lower) bids for a certain demographic.

Now that you know how to segment your audience demographically, don’t forget to go further and define your audiences as we showed you in a previous post: