Marketing Pilgrim's "Display Advertising" Channel

Sponsor Marketing Pilgrim's Display Channel today! Get in front of some of the most influential readers in the Internet and social media marketing industry. Contact us today!campaigns, creatives, best performing publishers, mediators and traffic sources.

Coming Soon – Target Google AdWords to MySpace Users




This is an exciting development . Google is testing a new feature to allow you to target ads to specific demographics on MySpace and other web sites. So it your web site sells NY Yankee tickets and your main demographic is men aged 30-45. Your ads can show up just on profiles of men who are in that age group.

You can then adjust your bids accordingly. The ads will be filtered by age and gender demographics and you can get reports to further refine your results.

Many people are blind to ads on social networking sites, but assuming you’re great at capturing your audience’s attention, this could be huge. People spend a lot more time on MySpace than a regular web sites. Recent data put the average time people spend on MySpace as a whopping 29:36 minutes. Plus they return to the site more frequently.

This feature is for Google’s content network. That means your ads can be targeted to display on other’s web sites – this feature isn’t available for the ads that show up next to a Google search. The feature will apply to contextual or placement-targeted campaigns (with CPC or CPM bidding). Only certain sites in the Google content network will participate (see below).

Here’s where it gets interesting. Advertising on social networking sites. Why? Because people give you their age and gender when they sign up. Sites provide this information to Google (if they have the user’s permission) in bulk. Note: you can’t target people under 18.

Here is the initial list of social networking sites that advertisers will be able to target (I can’t wait until blogs are added to this list. It’s interesting that dating site Plenty of Fish is on the list.):

myspace.com
friendster.com
hotornot.com
blackplanet.com
imvu.com
plentyoffish.com
miss34.com
aooa.de
gesichterparty.de
gazzag.com
wolke10.de
invisionfree.com
flodeo.com
picturetrail.com
beltrano.com.br
migente.com
cupidbay.com
unister.de
asianave.com
glee.com
faithbase.com
flirtbox.com
sexyono.com
parperfeito.com.br

Not only can you target specific groups but you can exclude them also. As Google’s AdWords blog notes: “…you can modify your bids for a particular audience segment, such as increasing your bid for 25-34 year-old males by 230%. Second, you can ask that your ads not be shown to certain demographic groups if they aren’t meeting your ROI goals.”

You’ll know if certain demographics work because of detailed Google reports. You can see how your campaign performances (impressions, clicks, CTR, and conversion data). based on gender and age. I wonder how long until this feature is open to everyone. No word on that yet.

Google will test the feature over the next few weeks with selected advertisers in the U.S. and U.K. Want to be a tester? Sign up here.

  • http://twitter.com/jonleeclark Jon Clark

    How truely targeted could this be? I mean, just recently Myspace deleted 150k pedophiles accounts and I have numerous friends who claim to be under the age of 18 so there profiles can be ‘protected’ for whatever reason. I think everyone who has a myspace account knows the amount of spam filtering through their inbox. Is there anyone out there who thinks click fraud on myspace wouldn’t be out of control?
    Granted, I have never been a fan of the ‘content network’ in general so I’m sure my opinion is biased but … I’m curious as to other’s thoughts.

  • Janet Meiners

    @Jon – Yes, actually there are a lot of fake profiles and I see your point about click fraud. The only answer is to test (conversions are the ultimate measure).
    I usually turn off the content network too. This would give me reason to try it again though.
    -Janet

  • http://twitter.com/jonleeclark Jon Clark

    @Janet – I completely agree! Don’t get me wrong, I think the idea in theory is terrific. I always wondered why adCenter didn’t do more from the start with geo and demo-graphic information. They had a much more reliable database through Hotmail, software, etc. yet they never really played that up. It was arguably the one thing they could have used to combat YSM and Adwords from the get-go. I think a nice follow up article that included some test results in the future would be nice for the skeptics out there (myself included:)

  • Pingback: Google Demographic Bidding. « The Paradigm Shift

  • Pingback: AdWords oglasi na MySpaceu - i drugim social sajtovima | SEO & Internet Marketing Blog

  • Janet Meiners

    @Jon – good points. Perhaps MarketingSherpa will do a case study when this hits the mainstream.
    Janet

  • http://www.beesandpollen.com Udi

    Targeting by MySpace members’ socio-demographics is nice but still the main problem remains – most members being blind to ads. A new startup named Bees And Pollen overcomes this hurdle by enabling any advertiser to search social networks for top-influences in any target audience an advertiser would like to reach. Thus, letting the advertiser contact the most influences individuals in his target market and harnessing their power to recommend his products in their trusted network of friends.

  • http://www.beesandpollen.com Udi

    Targeting by MySpace members’ socio-demographics is nice but still the main problem remains – most members being blind to ads. A new startup named Bees And Pollen overcomes this hurdle by enabling any advertiser to search social networks for top-influences in any target audience an advertiser would like to reach. Thus, letting the advertiser contact the most influences individuals in his target market and harnessing their power to recommend his products in their trusted network of friends.

    For more look: http://www.beesandpollen.com/st/u.aspx

  • Pingback: Google GMaps | Google Sitemaps | Blog and RSS Integration | SEO | Internet Services | Hosting |

  • http://www.englishblinds.co.uk Wooden Pete

    I can see the logic in it, and from a google sales pitch point of view i can imagine it would be a useful tool to attract some advertisers, but i remain unconvinced of how many real world sales are generated from these ads. I suppose it depends on the product and if people find it annoying to be bombarded with ads when they are just trying to network.

  • Pingback: ø ø ø ø ø ø ø PAULA NEAL MOONEY ø ø ø ø ø ø ø

  • http://twitter.com/jonleeclark Jon Clark

    @Janet – I love Marketing Sherpa! That is a great idea…hopefully they will take notice and put it on their ‘to-do’ list:)

  • http://youclash.com youclash.com

    interesting article hehe, youclash.com

  • http://hubpages.com/hub/reviewppcwebspy Bob – PPC Web Spy Review

    This will be real interesting to see how well this works. I like being able to see a detailed Google reports.