The Power Of Demographic Targeting
Any advertiser should be conscious of protecting your budget as best they can. After all, If you don’t then it is likely that you will suffer from diminished returns.
Showing your ad to the right people is one such way of making sure your spend is properly managed.
It sounds a simple statement but it's a fact that many advertisers don’t fully understand this and end up wasting huge sums of their advertising budgets.In this blog post we will highlight some key factors that will demonstrate the power of demographic targeting.
If you want to put an end to wasted budgets and start to hit the objectives your business needs then read on!
Target Quality Over Volume
One simple rule to follow is, don't show your advertising to everyone. At first you may think “why not, I want everyone to see it”. However, targeting volume instead of quality will increase your costs and significantly reduce the chances of you reaching your target customers.
Look at these basic examples:
- Imagine you are selling a new line of glow in the dark trainers, targeting night club goers, you are unlikely to get any volume sales from the over 50’s.
- So you're a real estate agent selling a house worth five million; it would be folly to show your adverts to lower spending groups or the unemployed.
- Put yourself in the position of a Kennels or Cattery owner; you really would be wasting your Google Ads budget by showing your adverts to non-pet owners.
As you can see it highlights the importance in ensuring that your campaigns are set up in part with demographics in mind. Clearly identifying your target audience is the first step.
You need to look at your business and ask yourself:
- Who are my potential customers?
- Who do I want my advertising to reach out to and why.
- Do I have clear objectives for my campaign?
- Am I targeting the right demographic group or groups?
How Google Search Demographics Work
Via an algorithmic process, Google collects demographic information from users based on the activity associated with their Google Account.
At the Google Ads Center we utilise this information to implement demographic targeting as part of your Google Ads campaign. The process will improve the ability to fine tune your targeting with reference to a very specific audience. Using these data points also affords you the tools to test targets outside your usual demographic, if you wish to do so.
Demographics are used in advertising. They are also used in marketing, research, politics and many other areas of business to target a specific segment of the populace. Traditionally, demographics provide information based on factors that can include:
- Sex or gender.
- Marital status.
- Nationality or country of origin.
- Education level.
- Home ownership.
Of course, this is just a small snippet of information relating to the different types of demographics available. As such, we are planning a future article that goes into more detail around these demographics.
The important thing to note is that Google Ads want to be able to ensure you can show your ads to specifically targeted users, as such there is a great deal of flexibility available.
Proper use of this information will maximise your campaign. Without factoring demographics you will simply be showing your add to everyone, instead of more highly targeted buyers.
Google Ads takes the guesswork away, ensuring you reach the right target audience. This goes a long way to ensuring that your spend delivers the results you're looking for.
If you would like to know more about demographic targeting, or if your campaign isn’t bringing you the results you need, then talk to The Google Ads Center today.