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Add demographic targeting to an ad group

With demographic targeting in AdWords, you can reach customers who’re likely to be within the demographic groups that you choose. For example, if your business caters to a specific set of customers within a particular age range, gender, or parental status, you can show your ads to customers according to their gender, age group, or parental status. Simply follow these step-by-step instructions to reach your customers.

You can add demographic targeting to your ad groups on the Display Network tab. Select an option below to target by gender, age, or parental status:

Target by demographic group
  1. Sign in to your AdWords account at https://adwords.google.com.
  2. Click Campaigns, and then click the Display Network tab.
  3. Click the + Targeting button.
  4. Select the ad group to which you'd like to add demographic categories.
  5. Click the Add targeting dropdown menu and click Demographics to update your demographic targeting.
  6. Under “Demographics,” select the checkboxes of the specific demographics you want to target:
    • Gender
    • Age
    • Parental status
  7. Click Close.
  8. Click Save when you've finished updating all of your targeting settings.
Setting a bid for a specific demographic group

You may get a higher return on investment (ROI) or increase your chances to show your ads to people who are more likely to buy your products by setting a specific bid for a demographic group. Follow these steps to set a bid for an audience that you've already added to your ad group:

  1. Sign in to your AdWords account at https://adwords.google.com.
  2. Click Campaigns, and then click the Display Network tab.
  3. Click the Demographics tab.
  4. Click Gender, Age, or Parental status to select a demographic targeting method.
  5. Click either Ad group view or Campaign view.
  6. To make changes to individual audiences, click the bid amount in the “Max. CPC” column for that audience (you'll see this column if you've enabled custom bids for this targeting method).
  7. If you want to make changes to multiple audiences at once, select the checkboxes next to those audiences, on the Edit menu, click Change Max. CPC bids..., Change Max. CPM bids... or Change bid adjustment....
  8. Enter your new bid or bid adjustment and click Save.

Example

You could target your ads using keyword contextual targeting, and use separate bids whenever the audience you've added matches. Then, your keywords would determine the sites on which your ad is eligible to appear, and when a visitor to one of these sites matches any audiences you've added to the ad group, your demographic target-specific bid would be used.

If your campaign is running Enhanced CPC or Conversion Optimizer, audience-specific bids won't apply.

Copy demographic targeting to an ad group

Once you’ve set up demographic targeting, you can copy your targeting to other ad groups in Display Network-only campaigns. First, you'll need to copy the targeting you want. Then you can paste it into a new ad group.

To copy your demographic targeting:

  1. Sign in to your AdWords account at https://adwords.google.com
  2. Click the Display Network tab.
  3. Click the Demographics tab.
  4. Click the Age, Gender, or Parental status tab, depending on what type of targeting you want to copy.
  5. Select the checkbox next to the targeting you want to copy.
  6. On the Edit menu, click Copy (press CTRL-C on Windows computers or Command-C on Macs).

To paste your copied demographic targeting:

  1. Sign in to your AdWords account at https://adwords.google.com
  2. Click the Campaigns tab.
  3. Click the name of the campaign where you want to paste your demographic targeting.
  4. Check the box next to the name of the ad group where you want to paste your demographic targeting.
  5. On the Edit menu, click Copy (press CTRL-V on Windows computers or Command-V on Macs).

About the demographic information available

We show ads based on demographic information that we might infer, or that we might obtain from website publishers or Google profiles. If you limit your targeting to certain demographic groups, your ads may reach a more limited audience. Learn more about how Google determines demographic information.

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