As SEMs spend so much time doing keyword research, building keyword lists, and reviewing their keyword performance it’s easy to forget that their customers aren’t keywords – they’re people. A 19-year-old and a 70-year-old searching Google for the term “hair extensions” are likely looking for very different products. And a man and a woman searching for “leather boots” online aren’t likely to be searching for the exact same pair.
“User intent” begins with the user and with this in mind, most online advertising platforms like Facebook and Bing have offered demographic targeting for their campaigns. Well, starting today, AdWords has enabled advertisers to target age and gender demographics within their search campaigns.