As was discussed in the last T-Time on Scroll Depth in Google Analytics, we already know how different people behave in various ways on your website, depending on what your site is selling or promoting. In our latest T-Time show, Tillison Consulting MD Mark Tillison shows you our process of AdWords demographic bidding, and how targeting people through demographics can give you greater control of when ads are shown to your audience – based on the likelihood of them converting – and subsequently give you a better return on AdSpend (RoAS).
(00:59) Before diving into your Google AdWords – or Google Ads, as it’s now officially called – account, you need to be aware that you can only view demographic data within Google Search campaigns, as well as within Google Display campaigns (although this episode of T-Time only focuses on Search campaigns). At the moment you are unable to view demographic data or make AdWords demographic bidding adjustments for Google Shopping campaigns.
You can apply bid adjustments to demographic data either at campaign level or at individual ad group level. If your campaign is spending quite a big budget and you have quite a lot of data within a number of weeks or months, we would recommended making those adjustments at ad group level despite it giving you a larger workload. Put it into perspective – if you have ten campaigns, each with 20 ad groups, then you would have to make 200 lots of demographic bid adjustments.
(02:43) When you’re in your AdWords campaign or in one of your ad groups, head to the Demographics section in the navigation. Let’s start by looking in the Age section so you can compare how the different age groups convert and how much profit they make for your website. Try not to worry about your overall cost per conversion, we’re only looking at a comparison within this particular ad group at the moment.
As an example, you may be in a situation where people aged 18-24 are not converting on your website nearly as much as people in other age groups, even for the same keywords. You’re probably going to want to decrease the bid adjustment for that by a considerable amount, and that is extremely easy to do in AdWords. Just drag your cursor over the field for that age group in the Bid Adjustment (or ‘Bid adj.’) column, click Edit and adjust the percentage accordingly.
(05:40) Another thing to remember: when the auction happens, any demographic bid adjustments you’ve made will be combined. Let’s say you have a 60-year-old male customer who lives in London and is accessing your site via a mobile device. You could have a bid adjustment for all of these variables – age, gender, location and device – so it’s important to look at all of them in isolation.
(07:27) Under the Gender section, you can see stats for customers who are either male, female or of unspecified gender. If, for example, females aren’t converting as much as males or people of unspecified gender then you may make a bid adjustment of -15%, However, if a 60-year-old female then searches for your site and you’ve also already made a bid adjustment of -10% to a particular age group, such as 55-64 years old, then these two bid adjustments will be combined.
(08:14) Admittedly there’s not a lot of data available for household income in the UK at the moment, but it’s something to keep an eye on for the future.
(08:51) So where does Google get this demographic data from? Much like Facebook, a lot of the data is aggregated from absolute data that Google either knows because you are logged in to a Google account, or infers from your online behaviour – the other sites you visit, the way you search for sites, and so on. It’s not perfect data, but that doesn’t matter.
In conclusion, AdWords demographic bidding gives you the opportunity to optimise your Google Search campaign and target people that are more likely to buy your product or service.
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