Create demographic targets in Google Ads

Use a bulksheet to set age and gender targets in Google Ads

You can use a bulksheet to create, edit, and remove age and gender targets in Google Ads ad groups. Bulksheets also enable you to create and remove negative age and gender targets in Google Ads ad groups and campaigns.

 

  1. Download a bulksheet.
    1. Navigate to a Google Ads account.
      Steps for navigating to an engine account
      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 on 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 on the advertiser that contains the engine account.

      5. In the "Account" list, click on the engine account.

      6. Click Apply or press the Enter key.

      Search Ads 360 displays the engine account page.

    2. Do one of the following:
      • Select the check boxes next to the campaigns that you want to update.
      • Create a filter that displays only the campaigns that you want update.
    3. Above the reporting table, click the download icon Download icon.
    4. Optional. You can change or accept the default settings in the Download report editor:
      • Report name
      • Scope
      • Format
      • Include rows with no impressions
    5. Under Columns, leave Editable columns (for re-upload) selected.
    6. In the Include types section, select the following check boxes if they aren't already selected:
      • Campaigns
      • Ad groups
      • Ad group age target
      • Ad group gender target
      • Negative ad group age target
      • Negative ad group gender target
      • Negative campaign age target
      • Negative campaign gender target
    7. Click the Download button.
  2. In the bulksheet, specify the age and gender targets that you want to include and exclude. 
  3. Optional. Specify age and gender target bid adjustments. 
  4. Save the bulksheet and then upload it back into Search Ads 360.

Bulksheet columns required to set age or gender targets

Column  Description 
Row type

Row type defines the item or setting that you're updating. For demographic settings, the row type can be one of 

  • Ad group age range target
  • Ad group gender type target
  • Negative age range target
  • Ad group negative age range target
  • Negative gender type targe
  • Ad group negative gender type target

 

Action 
  • Create 
  • Edit 
  • Remove 
Campaign Campaign name
Ad group Ad group name
Age

Specify age targets as follows:

  • 18 - 24
  • 25 - 34
  • 35 - 44
  • 45 - 54
  • 55 - 64
  • 65 +
  • Unknown
To specify more than one age target in ad group, enter each age target in a separate row.
Age bid adjustment % Specify a percent, from -90% to 900%, that you want bids adjusted to target an age group.
Gender

Specify gender targets as follows:

  • Female
  • Male 
  • Unknown
To specify more than one gender target in an ad group, enter each gender target  in a separate row.
Gender bid adjustment % Specify a percent, from -90% to 900%, that you want to bids adjusted to target a gender group.

 

Example

Suppose you want to use a bulksheet to specify age and gender targets in a campaign, targeted to women. The age groups you want to reach are 25 to 34, and 55 to 64. You also want to bid about 15% more to target the second group of women. And you don't want the ads to display to anyone categorized in the Unknown gender group. To use a bulksheet to create the targets to include and exclude, the rows would appear as follows:

Row type Action  Campaign  Ad group  Age Age bid adjustment % Gender  Gender bid adjustment %
ad group age range target create Camp 1 Ads1 25-34      
ad group age range target create Camp 1 Ads1 55-64 15%    
ad group gender type target create Camp 1 Ads1     Female  
negative gender type target create Camp 1        Unknown  

 

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