Today, Libby Thomas follows Kate's post last week on adCenter Bulk Editing & Negative Keywords with some know-how on adCenter's demographic targeting functionality.
Cheers - Mel
In a nutshell, adCenter’s demographic targeting allows you to influence the position of your ads for specific demographics.
These demographics can be broken down by age, gender, geographic location, day of the week and time of the day. So, say your product is most popular with 18-25 year old men who live in London and tend to check out your website on Saturday mornings.
You can set adCenter so that when it knows that someone of that exact demographic is searching (this information is leveraged from Windows Live ID data) you’re prepared to pay a certain amount extra so that your ads appear higher up the listings page and offer a greater opportunity for engagement.
How cool is that? I know I’m biased, but I’d say it’s up there with some of life’s greatest inventions - sliced bread, the wheel and white wine.
But does it really work?
A recent case study for Eurostar showed that when they used demographic targeting and up-weighted their bids by 30% for searchers living in the London and Kent areas, aged between 25 and 45 years, they experienced a click through rate that was five times higher than other search engines.
Eurostar also saw a click-to-sale ratio that was 35% higher than other search engines where this type of targeting is not possible. In this example, the travel advertiser understood where their likely customers live and used geographic and demographic targeting to make their ads even more compelling.
Download the cases studies here: Demographic Targeting Case Studies
Here’s how to make it work for you....
First of all, determine your target demographic. To help with this, run a demographic report from adCenter for the last couple of months and see who’s been searching for your keywords and clicking on your ads:
Then you’ll have two types of targeting to choose from – exclusive and incremental. Exclusive targeting applies to geographical location, day of week and time of day and allows you to exclude options. For example, you can tell adCenter that you want your ads to appear every day except Sundays (perhaps because your call centre will be shut then).
To select these options, head to the Campaigns tab and drill down through your Campaigns and Ad Groups to the ‘Settings’ section. Click on ‘Bid for location, day, time, age or gender’ and select the right targeting for you:
Incremental targeting applies to all five types of targeting and allows you to raise your bids for specific demographics in increments of 10% up to 100%.
To select these options, head to the Campaigns tab and drill down through your Campaigns and Ad Groups to the ‘Keywords’ section. Click on ‘Set incremental bids for targeting’:
Easy as pie! So if you’d like higher levels of engagement, better conversion rates and greater ROI, take a slice of adCenter’s demographic targeting now.
Thanks for reading!
Libby