Google just added demographic filters to the Display Network. For many advertisers has the potential to improve your CONVERSION RATES by 10% to 30%.
Many niches have very strong demographic biases. Some are 75% men or 90% women. Some have almost nobody under age 30. Some have almost nobody over age 30. The more niche your business is, the more likely this is to be true.
You can show your ads only to men; or to men and people of unknown gender only; or you can exclude women. The most useful way for most people to use this is to EXCLUDE people you don’t want.
I don’t know exactly how accurate Google’s targeting is, I’m going to guess right 2/3rds of the time. So I did some quick math:
If your audience is 75% men I estimate that by excluding women from your advertising, your advertising cost will go down 33%, your sales will go down 25%, and your conversion rate on every click will go UP 13%. So your ROI improves even though you sell less.
If you can afford waste in your advertising, you might not want to exclude women in this example, especially because the exclusions are not perfect. But if you can’t, your ROI definitely improves by eliminating people who usually don’t buy.
The same applies to age. Remember this: Sales is an ELIMINATION process. It’s DISQUALIFICATION before it is anything else. Eliminate the eyeballs that don’t buy.
Demographics is in the Display Network tab, under a button called “Change Display Targeting.” See Google’s instructions here.
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