AdWords’ New Demographics Charts Offer Visual Insights On Age, Gender & Parental Status

The Demographics tab under the Display Network section in AdWords now displays charts on gender, age and parental status for campaigns running on the display network, including retargeting campaigns.

The Demographics tab began rolling out last month. The new charts make it easier to visualize who your ads are reaching on the display network. You can view demographic reach in the charts by impressions, clicks or conversions with a drop-down.

You can also analyze demographic data further by enabling “View demographics combinations”. This allows you to see performance by two or more demographic criteria — Females, Age 34-44, for example. Combination detail is  available at an ad group view or account view. You may see lots of “Unknown” entries, these can be filtered out if desired.

These insights can then be used in bidding with demographic targeting, and inform your ad copy targeting different demographic groups. Demographic targeting can be combined with any targeting strategy on the display network.

Note that demographic targeting is not available in all countries.

Hat tip: Kim Clinkunbroomer, Philly Marketing Labs

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About The Author

Ginny Marvin

Ginny Marvin was Third Door Media’s former Editor-in-Chief (October 2018 to December 2020), running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.