Sunday, January 4th, 2009

Hardcore Demographic Targeting FTW

Targeting a specific demographic for your advertising can really help you improve your ROI. Facebook and Myspace have demographic targeting already set up. But how did we target those demographics before those two social networks came out with their advertising platform?

So, before I begin I am going to select an offer that we should all be familiar with.  The offer comes to us from Convert2Media and is the “Acai Berry Detox (Top Converter) (596)” Go ahead and take a good look at that offer.  When I see that offer and try and think of the person that would want that product I immediately think of a middle aged, over weight, white female. Lets take a look at what the demographics actually are for this offer.

For this we will once again refer to Quantcast. In quant cast I will type in the actual URL of the offer. Not my affiliate link but the actual root URL for the site.  Unfortunately not all sites will show up in Quantcast.  But more the most part the majority of top converting offers will.


According to QC the website serves mainly African American women between the ages of 12-34.  Really all ages will fit but the majority come from 12-17 and 18-34 (Young Adults).

Okay now that we know who the website serves we can feel safe in assuming that female African American young adults buy this specific brand of Acai Berry.

Did you know that in Adwords you can target specific demographics?  This serves on the content network only and does not work for the search network. This is how I did my advertising in the past for Facebook and Myspace.

Okay the first step to get to demographic bidding in Adwords is to click on a specific campaign that you already have set up. Once you are in there you should see something like this:


Click on the “Edit campaign settings” link. This will take you into the settings for the specific campaign.  From here you can edit the name, daily spend, and a few other things. Scroll down until you see the “Networks and bidding” section.  Now on the right side of this section you should see the “Demographics: View and edit options” button.

Your first time in here you will get an introduction screen. This will explain a little bit of what demographic targeting is. Read it over then scroll down to the bottom and click “Get Started”. From there you should be able to figure out how to set it up properly so that you are targeting the specific demographic that caters to the offer you are trying to promote.

Here is a little exerpt for you directly from Googles demographic page:

  • Increase bids for groups that provide good value. If your conversion rate for men is four times higher than it is for women, you may want to bid more for those male viewers. Increasing your bid should make your ad appear more often to that audience. Additionally, if reaching a particular segment is very important for your campaign, raise your bids to increase the frequency with which that segment is seeing your message. To raise your bids this way, click the ‘Edit’ button in the ‘Make Adjustments’ column of the appropriate age or gender row. You can bid up to “bid + 500%” for any one demographic group.
  • Hide ads from groups with significant traffic and poor value. If your conversion rate is very low for the 18-24 age range, and they account for 50% or more of your traffic, you might use the ‘Make Adjustments’ feature to restrict your ads from appearing to that group.

So that’s how I like to take advantage of demographic targeting within Adwords. Other PPC networks allow for this as well. You might need to consult their help page or call them directly to get the down low on demographic targeting from them directly, but if you ask, they will tell.

If you have questions feel free to ask in the members forum here at CashTactics.

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15 Responses

January 4, 2009

Maybe I misread the Quantcast stats but what they were saying is that there are more African-American’s than average. It’s still 66% young fat white women that make up the demographic.

Other than that I thought it was a spot on blog post.


January 4, 2009

Well your initial guess was a good one. The group that Quantcast found was pretty much my second guess.

January 5, 2009

I don’t get how that works with the index and the percentages? so 66% Caucasian still make up the majority for this niche? What’s with the index points?

African Americans have 321 points… what does that mean?

January 5, 2009

Just means that the deviation from the “norm” is the largest, so if you were going to single any group out on it’s own that would be a good one to target for the offer.

January 6, 2009

26 % of the visitors to the site are African American, but less than 26% of everyone using the internet are not African American.

The index number represents how much greater the percentage of African Americans visiting the website is compared to the entire number of African Americans Browsing the web.

So, you get a measure of the increased interest of that group for the miracle super awesome fruit berry. Alternatively its a measure of that group being targeted more.

Either way, target that demographic like Ruck says; they’re either more interested or there are more marketing dollars being thrown at them (which means they convert better).

Something like that.

January 6, 2009
Jimmy Bags

Quantcast demographics are FOS. Did a test on 40 domains that I own and have at least 500 unique’s a day. Based on the themes of these sites, the demographics that Quantcast gave were not even close.

January 7, 2009

As far as showing traffic volumn… yeah quantcast is bad for that. But I find it to be accurate for demographic targeting within PPC.

I’m not exactly sure of the difference between the percent and the index… I go for what it says on the left side. Also read the description and it will tell you the demographic for the site.

January 7, 2009

Very good post Kris. I threw a couple of offer domains into Quantcast and got some surprising results. I also found out that facebook users like to read Cosmo Girl and shop at Urban Outfitters… Haha.

January 8, 2009

Take note that traffic demographics can be diff from conversion demographics.

Unless there’s a direct correlation between:
1) people who visit
2) people who buy

you would have pre-qualed the traffic, but need to test more.

In many cases, the lack of a credit/debit card might be a holdback on the completion of the offer.

If you’re tested traffic vs conversion, you’d get an accurate picture of yr expected ROI on marketing spend.

January 10, 2009

@andrew wee, I agree with you about direct correlation.But I didn’t know that credit cars can holdback on the completion of the offer. Thanks for that.

January 17, 2009

Nice statistics, indeed. I wish you can get this for Germany.

January 25, 2009

I actually found out about Quantcast a week ago. I tried it out and really sometimes wonder how they obtain their data. In either case, if the data provided is legitimate and is proven (which I’m assuming only right now) then using Quantcast in conjunction with PPC demographic targeting, its a winner.

Thanks for the post none-the-less.

April 7, 2009

Well it´s a weird but interesting statistic. I should do the same for the visitor of my website. It could help better the offers.

June 10, 2010

You make a great point if you target the right demographic tou can get a better ROI.