Demographic bidding now on Google

Customer Search with Demographic Bidding

Quick little announcement regarding Google demographic bidding.  Google have now included the ability to bid on things using demographics like gender and age.  So if you are a small business or marketer that is trying to reach a specific audience, this tool should help you place advertisements straight in front of those potential customers.  The way it works is through Google’s Content Network as opposed to their search results service.

If you use paid search, you know that you can run your ads at the top of the search engines if you bid the highest, but with the content network the rules are completely different.  There, you are not bidding for the top spot because there is no top spot.  In search results, people fight it out for the best spot based on a combination of good keyword relevance, Google keyword Quality Score, and bid price of course.  In the Content Network, you can place your ads in specific websites using a combination of image ads and even video ads to get your message in front of them.

Because they are not searching for a specific item as they do in search, you have to get a little more creative and specific in your image or video at to get their attention, or the very least, tell them that what you offer is relevant to their needs.  When someone is reading their email, your ad may appear on the right hand side of the email interface.  Or, if they are on say, MySpace, they can be browsing through pictures, and then your image ad comes up, etc.  The same goes with video ads, they may appear on the side as regular ads, but play when you click on them of course.

Demographic bidding helps you  target even "deeper" into your specific customer.  Where as before, all you had was a search results pay per click environment where you would bid on a keyword and if you came up first, you would get the attention of that person, but would never really know how to find them individually like that again.  The Content Network’s placement ability is great because you can say to the network that you want your ads to appear in MySpace, during the hours of 4pm to 10pm only for example, and then tell it that you want only females between the ages of 10 to 27 to view the ads.  This is what makes Google demographics bidding so resourceful for anyone looking to market on the internet. 

You can also visit Google’s content network directly for more information.

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