Case Study Search Campaign With Demographic Targeting

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While Google has always offered advertisers a great deal of control over the search term matching of their ads with various keyword match types and negative keywords, advertisers often have to work hard to match user intent for their searches.

As in running SEM spending so much time researching keywords, building keyword lists, and reviewing keyword performance people forget that their customers are not keywords but people. A 19 year old and a 70 year old doing a Google search for the term “hair extensions” might be looking for very different products. And a man and a woman searching for “leather shoes” online are unlikely to be looking for the same type of shoe.


With that user goal in mind, Google allows AdWords advertisers to target age and gender in search campaigns, like most other online advertising platforms.

New demographic targeting options can be found at the Google AdWords Indonesia Mobile Number List search campaign ad group level. From the “Audiences” tab, a new sub-tab called “Demographics” is available and shows performance data on how different ages and genders appear in ad groups. Advertisers can use this data to either make bid adjustments  for different demographics or can exclude users of a certain age or gender from the ads they run in the SERPs.

demographic-targeting

Just as when using demographic targeting for display campaigns, advertisers can be more granular about which demographics, such as women ages 25-34, appear in their search campaigns by selecting “View demographic combinations.” Unlike on the display network, search advertisers cannot specifically target users based on their current parental status.


Case Study: Demographic Targeting For Search Campaigns
Even though it is new for most advertisers, it may be your reference in optimizing your campaign. Here you can see some case studies that use demographic targeting in optimizing Search Campaigns:

Plastic Surgery Blocks Male Gender From Viewing Their Ads

Now that this turns out, women tend to be the only ones getting breast augmentation treatment. Interestingly, however, the majority of people who search for “bigger breasts” online tend to be men! It's unbelievable!



The example of a client of a plastic surgeon has been trying to address the male “curiosity” problem with search ads for years. Recently, by using AdWords' new demographic targeting, he was able to block people from seeing his ads in the SERPs. After blocking a male status from seeing his ad for a female procedure, search and CPA costs halved without losing any leads!

Florist Makes Bid Arrangements For Male Target

An example of a client of a local florist found that although relatively few men visited her site, men who visited her site were far more likely to convert and usually when they made purchases far more than women!

In response to observations of higher conversion rates by men, she bids more aggressively for men seeking interest than for women with bid adjustments. The result is that he is now attracting more and more people to his site and people are now making the majority of his online sales through his search campaigns!