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(Article first published in August '09. It has been modified slightly to suit its publication on our site)
I am a pretty big fan of Adwords (the system developed by Google to allow businesses to advertise themselves in the search results pages). I am such a big fan because the system works and it has delivered excellent results for many of my customers and for my business too. However I have never really been a fan of the 'content network'. This is an option in Adwords that allows your ads to be shown on 'relevant' third-party websites. However, I always saw it as a waste of advertising funds because it never previously delivered any major return and the Adwords ads that I did see on other sites were never really that relevant. I therefore simply always turned that option off.
I must not be the only person to think this way because Google have put a lot of effort into updating this part of their advertising program and if you have a business that targets a specific gender or age group then something is coming that is going to interest you. Today this will benefit businesses that do business internationally, but the data for Ireland is coming and so will soon benefit national businesses too.
What Are Demographics?
Demographics are the physical characteristics of a population. This includes data such as age, sex, marital status, number of children, education, geographic location and occupation. This data has been used in marketing for many years to help businesses target their spend on the group of people most likely to buy their products. Until recently however you could not determine this kind of data for website visitors; that is until now.
Using data collected from many thousands of volunteers by a third-party company, demographic data can now be used to identify which websites will deliver the right audience for your advertising.
Adwords Demographics
Successful Adwords campaigns have always been linked to providing a targeted message, i.e. if you are a furniture company, don't run an ad for 'Furniture', but instead run many ads (one for chairs, one for sofas, one for beds, etc). Now with the Adwords content management system you can additionally choose sites that are visited mainly by women aged 25 - 55 if you wish. If you sell car accessories, now you can target websites that are visited by men aged 18 - 40.
The initial results look good and this refinement to the Adwords system is a major step forward for small business and big business marketing alike.
Franco De Bonis has worked in the field of sales and marketing promotion since 1990 and was most recently the global marketing manager for a major international technology company before setting up DG Group in January 2007.
DG Group is dedicated to delivering all the marketing solutions any company may require. Whether it's a website or leaflets and brochures, or even some product packaging; DG Group will manage the whole project and even provide guidance along the way.
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