Google Responds With AdWords Demographics
- By: kidmercury [privmsg - website] On 9th Mar 2006 In
On the heels of MSN's demographic-friendly AdCenter comes an announcement from Google that they will bring demographic targeting to Adwords.
With the AdWords site tool, you can pick your preferences in up to three different demographic categories. The system will analyze your preferences and create a list of available Google Network sites that are popular with that audience. If you select multiple demographics, the AdWords system will look for sites that match all of your preferences. For instance, you might ask the site tool to look for sites popular with users who have children, or for sites popular with men earning a high income. The site tool will then return a list of sites whose audience tends to match those demographic descriptions.
This is currently available for campaigns that geo-target users in the United States.
via Andy Beal
Interesting But . . .
It looks this only applies to site-targeting, a/k/a the Google CPM product. From the press release: "The demographic site selection option is found on the 'Identify sites' page when you create a new site-targeted campaign." So a bit different than the MSN AdCenter, which applies behavioral targeting to CPC ads (or, at least, someday will).
lie detector
and no body on the internet lies about their wealth, sex, age, weight, good looks or marital status...
IMHO that's where google
IMHO that's where google base has the potential to really be big -- i can lie all i want to, but when my IP shows that i'm connecting from an area with an average household income of X, and i buy waist size 32 pants on google base, US size 12 shoes, men's cologne, etc. you can deduce a lot of truth from that.
Accuracy of Targeting
Graywolf, good point. One good thing about comScore data (which Google is using) is that it is based on a panel of something like one million Internet users (and I think participation is voluntary) so the stastical significance is going to be much higher than individual behavioral targeting, where you are absolutely right, we all lie! (Some sites think I'm a 4 year old from Indonesia, I think).
IP Location
Your IP may say you come from Manhattan, but Manhattan is a big place with lots of high income and low income areas.
Manhattan demographics
True there are ups and downs but if as a group Manhattan converts better than Smallville... any fine tuning should only improve the number.... really both areas can be fine tuned this way since it becomes just another tool to find better converters.