Adwords is Rolling Out Demographic Targeting for Search Campaigns.

Starting today, AdWords has enabled advertisers to target age and gender demographics within their search campaigns. The new demographic targeting options can be found at the ad group level of Google AdWords search campaigns. From the “Audiences” tab, a new subtab named “Demographics” is available and shows the performance data of how different ages and genders perform in that ad group. Advertisers can use this data to either create bid adjustments for different demographics or can exclude certain aged users or genders from seeing their ads on the SERP.

Just like when using demographic targeting for display campaigns, advertisers can dive into a more granular view of how layered demographic options, like women ages 25–34, perform in their search campaigns by selecting “View demographic combinations.” Unlike on the display network, search advertisers can’t specifically target users based on their parental status at the moment.

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