Google allows marketers to bid demographically

"Demographic bidding helps you display your ads to specific gender and age group audiences on some sites in the Google content network," was written on the Adwords blog, "giving you more control over who your audience is and greater insight into how your ads perform with certain demographic groups.

The demographic change is available to advertisers using both the contextually targeted and placement targeted platforms. The system works especially well for social network advertisers because users on social platforms give some demographic information when they create their account. These reports don't give personal information like name or address to advertisers, instead it gives age or gender and send the information to Google. From there Google adjusts which ads are shown to members of that demographic; only demographic data that users specify can be shared is sent to the platform.

Marketers can bid demographically by telling the platform to increase keyword bids on certain demos, say males between 25-34 years of age. Once that request is sent, advertisers request that ads not be shown to other demographics, say males between 16-24. Once data begins coming in from the campaign marketers can adjust the demographic data as needed. Google offers performance metrics throughout the campaign to clicks, click-through-rates and conversions.

Tags: Google, keyword advertising, paid search