Add age targeting to ad groups

Add age targets

AdWords Editor 11.0+
  1. In the tree view, select the ad group where you'd like to add the age.
  2. Select Keywords and Targeting > Ages.
  3. Click Add age.
  4. Select an age range from the drop-down menu.
  5. Optional: Edit the bid, bid adjustment, destination URL, or status.
AdWords Editor 10.6 and earlier
  1. In the tree view, select the ad group where you'd like to add the age.
  2. Select the Targeting > Age tab.
  3. Click Add age.
  4. Select an age range from the drop-down menu.
  5. Optional: Edit the bid, bid adjustment, destination URL, or status.

Edit or remove age targets

AdWords Editor 11.0+
  1. In the tree view, select the ad group where you'd like to add the age.
  2. Select Keywords and Targeting > Ages.
  3. Make your changes to the selected ages: To edit, make changes either inline or in the edit panel. To remove, click Remove.
AdWords Editor 10.6 and earlier
  1. On the Targeting > Age tab, select one or more ages to edit or remove.
  2. Make your changes to the selected ages:
    • To edit, make changes either inline or in the edit panel.
    • To remove, click Remove in the tab toolbar.

Add or import multiple ages

Step 1: Prepare your list of age targets

If you prepare a spreadsheet or text file with your list of changes, you can then copy and paste the list directly into AdWords Editor.

Include the following columns in your list:

  • Campaign
  • Ad group
  • Age: Valid age ranges are 18-24, 25-34, 35-44, 45-54, 55-64, 65 or more, and Unknown.

There are several ways to add age ranges in AdWords Editor imports:

  • Enter the exact values listed above, e.g. 18-24, 65 or more, or Unknown.
  • Enter a single number that falls in one of these ranges. For example, entering 30 would add the age range 25-34.
  • Enter a range that falls within one of these ranges. For example, entering 70-80 would add the age range 65 or more.

To avoid errors in your import, don't enter values outside of the targetable age ranges, e.g. any number less than 18, or a pair of numbers that doesn't fall within the targetable ranges, such as 20-30.

The following columns are optional:

  • Type: Positive or Negative. If this column is omitted, ages are added as positive age targets by default. To exclude an age, enter "Negative" in the Type column for that row. (Learn more about options for excluding ages.)
  • Max. CPC, Max. CPM: Enter an age-specific bid, or leave these fields blank to use the ad group default bid.
  • Bid adjustment: Enter a bid adjustment from -90% to 900%, inclusive.
  • Destination URL: Leave this field blank to use the ad's destination URL.
  • Status: Enabled, Paused, or Removed.

If you include a column header row, the column headers must be in English. See a list of headers.

When you prepare your list, be sure to avoid conflicting targets and exclusions.

Step 2: Add age targets

You can add the list of age targets using one of the following options:

  • AdWords Editor 11.0+: Select Keywords and Targeting > Ages. Click Make multiple changes and paste your list into the tool.
  • AdWords Editor 10.6 and earlier: Select Data > Age > Add/update multiple ages, then paste your list into the tool.
  • Import a CSV file with your changes.

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