Google announced this week that demographics for search ads (DFSA), which was already in beta, is now being rolled out to advertisers everywhere.
This new feature will make it possible for you to reach your target audience more effectively by adjusting your bids according to age and gender, or excluding them altogether.
For example, if you’re advertising to senior B2B executives, now you can adjust your bids to zero in on a specific age range. Or if you’re a retailer who offers women’s apparel, you can exclude men from your campaign.
Said Michael Orlinski, VP of Search and Media at Overdrive Interactive, about this news, “With the inclusion of demographic targeting to paid search, we’re looking forward to better tailoring messaging and reducing wasted impressions for our paid search clients. While this opportunity is only available to target logged-in users, it’s another great filter to test and learn from.”
— OverdriveInteractive (@ovrdrv) September 29, 2016