AdWords Quietly Launches New Demographics Targeting Tab


As marketers, we know all too well that not all clicks are created equal. Not every ad impression will truly leave an impression and not all visitors to our site will convert. That’s why it’s important to know your target market and understand how to cater to your key demographics.

Advertisers on the Google Display Network have the ability to view their performance by a user’s gender, age range, or, starting recently, parental status. And while this was great insight into whom we were reaching with our ads, we were limited to view our demographic performance by only one demographic at a time. Complex decisions, like deciding whether you wanted to cater your campaign to target younger mothers (with presumably younger children) or older bachelors, are difficult when you can only view one piece of your demographic at a time.

Well, it looks like Google is stepping up its game. Starting very recently (within the past 24 hours – some of our largest client accounts still don’t have this feature!), Google started rolling out an update that makes viewing combinations of demographics possible.

The AdWords UI now has a single rolled-up “Demographics” tab, replacing the old “Age,” “Gender,” and “Parental Status” tabs:

adwords demographics

The new data can be seen by turning on “View Demographic combinations”:

adwords demographics tab

Then layer on the any number of demographics:

google adwords demographics

This opens up so much more opportunity for specialty businesses (educational services, dating sites, health and beauty services, etc.) to better segment their campaigns and capitalize on this new data release. Other advertisers may be surprised to find they can use this data to find a new niche demographic to reach!

Whether you know your market’s key demos or not, with this new GDN feature rolling out right now, it’s a good time to dive into the data yourself and find new customers! What are you seeing in your accounts?

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Oct 07, 2014

It has not rolled out to everyone yet. I would like to see how it functions in relation to different industries.

Oct 08, 2014

It looks very promising feature but sadly it is not rolled out to accounts i am handling. Since how long are you using this feature? have you seen any particular benefits of this feature as compare to previous one?

Mark Irvine
Oct 08, 2014

Hi Jignesh,Right, it appears to be rolling out slowly. I first noticed it Monday afternoon and 48 hours later, I've only seen it in 3 accounts. I'd expect everyone to start seeing it in their accounts in a few weeks, tops.One of my clients already had a huge win with this feature. They do retirement planning - and previously we people were most likely to begin converting as they turned of a certain age. With this feature though, we saw that women began to plan for retirement earlier in life and men at an older age. We were able to use that insight to cater our bids and targeting to focus on those specific demos! Very exciting stuff.Thanks for reading!

Oct 10, 2014

The feature will help a lot. Too bad its not yet included in most of the accounts. 

Oct 13, 2016

Possible to target profession-wise? like targeting users in the facebook data.

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