New AdWords Audience Insights Report Offers Deeper Dive Into Audience Demographics

During today’s SMX keynote with Brad Bender, Google’s vice president of product management for the Google Display Network, Bender announced a new Adwords Audience Insights report that outlines details like demographics, interests, locations and device usage for people included on an advertiser’s remarketing lists.

Bender said the new Adwords tool will allow advertisers to look at people who have bought from them, and better understand their audiences.

Bender’s announcement was accompanied by an Adwords blog post, defining how advertisers can use the new Audience Insights report, along with the a screenshot of what it looks like.

If most people who converted on your site are jazz enthusiasts, you may wish to add this affinity audience to your campaign. Or, if many of your customers are females between the ages of 25 and 34, you might want to customize your ad creative to appeal to this demographic.

Google Adwords Audience Insights

The Adwords blog post included two quick case studies of advertisers that are already taking advantage of the Audience Insights tool. One was from Base, a Belgian telecommunications company that used data from Audience Insights to drive more mobile phone subscriptions, and the other from Sony PlayStation, which used Audience Insights to lift its GDN click-through rate 31 percent by targeting classical music enthusiasts.

Bender said the Audience Insights report is rolling out now, and should be fully available for advertisers during the next few weeks.

In addition to the Audience Insights report, Bender made a number of other announcements during the keynote session, along with comments on Ad Blocking – which are being covered on our partner site at Marketing Land:

• Google Display Network Will Charge Only For Ads That Are Viewed
• Google’s Brad Bender On The Problem With Ad Blockers

You can also read the live blog of the SMX Keynote with Brad Bender on Marketing Land as well: SMX East: Google Announces AdWords Audience Insights, 100% Viewability For Google Display Network & More.

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About The Author

Amy Gesenhues

Amy Gesenhues was a senior editor for Third Door Media, covering the latest news and updates for Search Engine Land, Marketing Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.