Google has just unveiled a new feature for AdWords, called demographic bidding. This lets you target your ads in a more specific manner, and see the results of the targeting.
The available groups for targeted AdWords are gender and age group, on some sites within the Google content network. Google hasn’t released this feature just yet, but will begin testing it over the next few weeks with a select group of advertisers in the U.S. and the U.K.
For those that run contextually targeted or placement-targeted campaigns, the demographic bidding will work based on Google’s relationship with participating publishers. They’re the ones that give up the demographic data like gender and age, based on the users or visitors of their websites.
The reason demographic bidding will only be available on certain sites within the Google network is because only participating publishers will be lending their sites’ demographic data for this purpose. These sites will also have to make it clear in their own Terms of Service that the users’ registration data may be used for these reasons.
What this new feature does is extend some of the targeted ad options that larger brands and advertisers use with other networks to be available to all of its AdWords clients. There will be two ways to use demographic bidding.
Bids can be modified for a particular audience segment (i.e. increasing bids for the 25-34 year-old males), or you can narrow ads by elimination, meaning you can choose which groups you would not like to show ads to certain demographic groups that you see are already not meeting your ROI goals.
This is yet another way in which Google is giving feedback to its AdWords users so that they can better make informed and effective decisions.
Does this make you feel better about using Google AdWords as an advertiser or web publisher, or is Google pushing its luck having just gotten over one big hump in regards to its privacy policies and accused attempts at a monopoly?
On another note, Google has reinstated the click-to-call feature for AdWords as well.
Source: Mashable By Kristen Nicole
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