Google AdWords recently announced a new targeting method on the Google Display Network that allows advertisers to show ads based on certain demographic categories, such as age and gender. Advertisers will be better equipped to refine marketing messages and reach the right audience with the right ad by enabling demographic targeting.
For example, if you are a college or university and know that your audience tends to be students under the age of 18, you can set your campaign to show mostly to that audience, rather than showing your ads to people less likely to be interested in your web site.
Demographic targeting works similarly to how interest category marketing works. If someone frequently visits sites that have a predominantly large audience of female visitors, Google may associate her browser’s cookie with the female demographic category.
Demographic targeting is now available within AdWords for 39 countries. To target users by demographic, go to the Display Network Tab within the AdWords interface and two new tabs labeled Gender and Age will be available. See screen shot below.
Google said that it is their goal is to help advertisers better connect with their audience, meaning more effective marketing campaigns for advertisers. In addition, demographic targeting will help the search engine show ads that are more relevant for their users.