Create demographic targets in Google Ads

Create age targets in a Google Ads ad group

Target selected age demographics
You can set age and gender targets only in ad groups. You can exclude (or create negative) age or gender targets in Google Ads campaigns and ad groups.

Include or exclude age targets

  1. Navigate to a Google Ads ad group.
    Steps for navigating to an ad group
    1. In the left navigation panel, click All accounts.
      What if the left navigation pane isn't visible?

    2. Click the navigation bar to display navigation options.

    3. In the "Agency" list, click the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    4. In the "Advertiser" list, click the advertiser that contains the engine account.

    5. In the "Account" list, click the engine account that contains the campaign.

    6. In the "Campaign" list, click the campaign that contains the ad group.

    7. In the "Ad group" list, click the ad group.

    8. Click Apply or press the Enter key.

    Search Ads 360 displays the ad group page.

  2. Click the Targets ▼ tab, and then click Age targets.
  3. Click + New age target.
  4. Under New age targets, hover on an age group, and then click Include or Exclude.
    • Unknown age
    • From 18 to 24
    • From 25 to 34
    • From 35 to 44
    • From 45 to 54
    • From 55 to 64
    • 65 and over
    By default, ads display for all age and gender groups unless the age or gender group is excluded.
  5. Repeat the preceding step for each age group that you want to target.
  6. In the list of selected targets on the right, specify a bid adjustment for each included age range.
    • To increase bids to target an age group,  click the arrow , select Increase by, and then enter a number from 0 and 900.
    • To decrease bids to target an age group, click the arrow ,  select  Decrease by, and then enter a number from 0 to 90.
    To remove a target from the selected targets list in the right panel, click the remove icon .
  7. Click Save.
    Included age targets are shown on the Ad group age targets tab.
    Excluded age targets are shown on the Negative ad group age targets tab.

 

If you target an age group at the ad group level and exclude the same age group at the campaign level, the ads won't display for the targeted age group because negative campaign targets override ad group targets. For example, if the 55 to 64 age group is targeted at the ad group level and excluded at the campaign level, ads won't display for the age group.

To verify that the desired targets aren't overwritten:
  1. Navigate to the campaign.
  2. Click the Targets tab and then click Age targets.
  3. Compare the targets on the Negative campaign age targets and the Ad group age targets tabs. 
You can set age and gender target bid adjustments in bulk or use a bulksheet to specify age and gender targets.
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