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Add demographic targeting to an ad group

With demographic targeting in AdWords, you can reach customers who are 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 group, you can show your ads to customers according to their gender, age group, parental status, or household income range.

In this article, we’ll walk you through how to focus your ads to target customers in certain demographic groups.

How demographic targeting affects who sees your ads

When you use demographic targeting, we’ll show your ads based on demographic information that we infer or get 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.

For Search Network and Display Network campaigns: Location targeting based on household income is being automatically migrated from location targeting into demographic targeting. This change shouldn't affect the way your ads show. To make changes or see your reports, go to the Demographics page in your account.

Before you begin

You can add demographic targeting to your ad groups in AdWords Search Network, Display Network, or Video campaigns. To learn more about how demographic targeting works, read About demographics targeting.

Instructions

Choose the AdWords experience you're using. Learn more

  1. Sign in to your AdWords account.
  2. Click Campaigns.

    • For Display campaigns: click the Display Network tab, and click the + Targeting button.
    • For Search campaigns: click the Audiences tab, and click the +Targeting button.
    • For Video campaigns, follow these instructions.
  3. Select the ad group to which you'd like to add demographic categories.
  4. Click the Add targeting dropdown menu and click Demographics to update your demographic targeting. For Search Campaigns, note that all demographics are targeted by default. Only unselect a demographic criteria if you wish to exclude those users from seeing your ad.
  5. Select the ad group to which you'd like to add demographic categories. Under “Demographics,” select the checkboxes of the specific demographics you want to target:

    • Gender
    • Age
    • Parental status (Display and Video campaigns only)
    • Household income (Video campaigns, currently available in the U.S., Japan, Australia, and New Zealand only)
  6. Click Close.
  7. 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:

Custom bids for Display campaigns

  1. Sign in to your AdWords account.
  2. Click Campaigns, and then click the Display Network tab.
  3. Click the Demographics tab.
  4. Select a demographic targeting method.
  5. Click Ad group view.
  6. To make changes to individual groups, click the bid amount in the “Max. CPC” or "Max. CPM" column for that group (you'll see this column if you've enabled custom bids for this targeting method).
  7. If you want to make changes to multiple groups at once, select the checkboxes next to those groups, 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.

Bid adjustments for Search campaigns

  1. Sign in to your AdWords account.
  2. Click Campaigns, and then click the Audiences tab.
  3. Click the Demographics tab.
  4. Click Gender or Age to select a demographic targeting method.
  5. Click Ad group view.
  6. To make changes, click the bid amount in the “Bid adj.” column for that audience. 
  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 bid adjustment.
  8. Enter your new bid adjustment and click Save.

Copy demographic targeting to an ad group

Once you’ve set up demographic targeting, you can copy your targeting to other ad groups. 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. For Display campaigns:

    1. Click the Display Network tab.
    2. Click the Demographics tab.
  2. For Search campaigns:

    1. Click the Audiences tab.
    2. Click the Demographics tab.
  3. Click the Age, Gender, or Parental status tab, depending on what type of targeting you want to copy.
  4. Select the checkbox next to the targeting you want to copy.
  5. 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.
  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 Paste (press CTRL-V on Windows computers or Command-V on Macs).
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