Posted March 8, 2006 8:44 pm by with 5 comments

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Exclusive! In what appears to be a response to MSN adCenter’s demographic tools, Google has just added demographic targeting to AdWords campaigns. The feature is starting to show up for AdWords users.

From the AdWords site

With the AdWords site tool, you can pick your preferences in up to three different demographic categories. The system will analyze your preferences and create a list of available Google Network sites that are popular with that audience. If you select multiple demographics, the AdWords system will look for sites that match all of your preferences. For instance, you might ask the site tool to look for sites popular with users who have children, or for sites popular with men earning a high income. The site tool will then return a list of sites whose audience tends to match those demographic descriptions.

Google is getting the data from comScore Media Metrix and is currently only available for targeting the U.S.

Thanks to Tim Seward for the tip.

  • A few tips:

    1. Make sure to check the site before adding it to your site-targeted campaign.
    2. Understand that the predicted impressions per day refers site impressions not ad impressions. It is interesting to note that the estimated number of impressions per day for and is 0-10k but is at 100-500k and at 500k+
    3. Review organic and PPC efforts of prospective sites to better estimate traffic and target audience.

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  • Excellent information. Thanks!

  • Old but useful information.

  • Understand that the predicted impressions per day refers site impressions not ad impressions