Incremental and Demographic Bidding
I think you know what I am going to tell here. Like geographic targeting, you can target people of specific gender and age group in your pay per click campaigns. Each search engine has the capability to target your ads in the direction of a precise demographic. It is known differently in different search engines. Google calls it demographic targeting and MSN AdCenter calls it incremental bidding. It is very simple. What you do is simply modify your keywords bid for the targeted demographic which is already defined. Suppose you are selling anti-aging cream targeted toward women ages above 30. You can adjust your bidding for the important anti-aging-related keywords that you are targeting so that you bid on the demographic that is important to you. You can bid .50 on “anti aging cream” and up your bid for that keyword to $1.00 for the 30 and above age range. Obviously women ages 30 and above are more valuable to your business than women in the 18-30 age range and it makes sense. You can still attract the younger women through your normal keyword bidding, but by using a higher bid for the older group target demographic as more valuable and the search engines will place your targeted ads effectively.
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