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One of the advantages of Pay Per Click advertising on Bing is the age and gender demographic targeting.
The Microsoft adCenter has collected data overtime from various sources to create this targeting feature estimating the visitor’s gender and age:
The results are obviously not 100% accurate but various studies in China show that the data collection and algorithms guessed the gender correct 80% of the time and the age of the visitor at least 60% of the time.
Various products and services that you as an advertiser may be offering, could be better suited to the male or female population. Knowing your target visitors gender allows you to target your ad text and landing pages accordingly.
You can tailor your ad text and landing pages to suit a targeted age group. The system allows you to place incremental bids on each keyword for each age group which will help to limit the amount you spend each month on less targeted traffic.
The Age Groups
There are five different age groups within the Microsoft adCenter demographic targeting tool:
Place your Bids
Within each ad group you start with your base bid and then specify a percentage increase that you are willing to pay for each age or gender group. MSN will then automatically raise your bids to gain higher positions when a person within the selected age or gender group is searching for any of the keywords within the ad group.
The targeting can also be done at campaign level which is extremely useful if your target audience is the same for all products and services that you are promoting via your Pay Per Click campaign.
The thought process behind this tool, is that advertisers would be willing to pay more for a click if the searcher matches their target audience as they should in theory be more likely to convert.
When you apply incremental bids to an age group or gender, your ads will still be shown to all searchers but your bids are increased when the ads are displayed to your target audience.
A Quick Example
To explain how the tool works in a little more detail, I thought an example would help:
My website sells ladies lingerie and the bulk of my sales come from females aged between 25 and 50. The age and gender tool should help me drive more targeted traffic to the site but not exclude the other age groups or male customers.
My ad group base bid is £0.20 and I am willing to pay an extra 15% on top of this price per click for my targeted traffic.
This means that if a female searcher aged between 25 and 50 is searching online using one of my keywords, my bid price would increase to £0.23.
If the searcher was male and clicked on my ad my bid price would remain at £0.20.
How to set incremental bids in Microsoft adCenter
Campaign Level (sourced from Microsoft adCenter Help)
Ad Group Level (Sourced from Microsoft adCenter Help)
Please refer to my previous blog post Pay Per Click on Bing: Campaign Setup for a comprehensive step by step guide.
Koozai specialise in Bing Pay Per Click Management on Google AdWords, Microsoft adCenter and Yahoo. If you would like us to explain how we can help you save on your monthly spend and increase your website conversion rate, please give us a call or complete our online contact request form.
Samantha Noble is well known within in the search industry, she even won the UK Search Personality 2016 at the UK Search Awards in November. This year, she continues to make an impact on the industry by judging not only one, but three, prestigious industry awards.