Demographic Targeting

One thing you may not be doing with your campaigns is demographic targeting. Demographic targeting allows you to target whichever audience you want to push your product too.

A few months ago Adwords released demographic targeting for content campaigns. You can also target by demographics in MSN adCenter, and with traffic sources like Facebook.

Why target by demographic?

The answer here is pretty simple…because your traffic can be much more targeted and convert much higher. You’ll see a volume decrease as you won’t be targeting everybody, but being able to hand pick who sees your ad can put you at a big advantage. You’ll be able to push your bid prices up and get on top of the competition while still profiting.

Demographic targeting examples…

In it’s simplest form, the best example is that most offers you’ll want to limit to everybody over the age of 18. Most offers (aside from ringtones, etc.) require some sort of credit card, or require the person to be 18 years old. Right here we’re chopping away clicks from little kids that are useless.

Now let’s think of another easy product like wrinkle-cream, I’ve seen offers for this. An 18 year old girl probably isn’t going to be that interested in getting rid of wrinkles, but maybe she’d do some research on it for her mom or something. I’d target everybody 30 and up for a campaign like this.

How about ringtones? Older people aren’t as likely to go through with the purchase, so you may want to set your campaigns and target everybody 25 and under.

One thing you can do is talk to your affiliate networks and try to gather data on the offer you’re running. See if the advertiser has any sort of demographic reports that you can look over and apply to your campaigns.

Just something to think about, hopefully it can give you a little better ROI.


  1. Jabarch
    June 4, 2008

    I think this has a lot of potential for certain niches. I have read others comment about this lately.

  2. June 4, 2008

    great post paul. I recommend everyone to also check out, this would help you with the deomgraphic targeting for ages and gender.

  3. I always do this, seems like it would be pretty stupid not to. Are there any real “strategies” to exploit something like this or is it all just basic stuff?

  4. June 4, 2008

    Target kids and run a webfetti offer.

  5. The more targeted the traffic the better. Simple yet powerful concept. I’m always amazed how high the conversion rates can be with super targeted traffic.

  6. June 4, 2008

    Geo-targeting and demographics are key in any type of campaign. It’s also good to KNOW the demographics on the niche you target. I have had my assumptions wronged on demographics many times. Solid.

  7. Have you had success with Webfetti?

  8. Dayne
    June 4, 2008

    zwinky and other webfetti offers havent done so well on my personal tests … even when I directly targetted kids. Have you had success Marko? I’ve heard that they convert decently … and with payouts in the high $2 and low $3 range it should be pretty damn easy to stay profitable.

  9. June 4, 2008

    so far i have had no luck with zwinky or webfetti

  10. June 4, 2008

    An obvious idea that many don’t even think about.

  11. What kind of advertising did you do and what did your ad copies look like? I think I’ll try it out and see what I can do.

  12. June 5, 2008

    Good stuff, definitely :) Keep the updated posts coming! I love reading everything you post :)

  13. June 5, 2008

    It is a no brainer to target the offers to the right people. The hard part is the not so obvious offers and getting the right target audience. I would rather target only 1000 people and wait forever on them to see the ad. Odds are better than targeting blindly.

  14. June 5, 2008

    That’s a solid tip and something I haven’t explored doing but as I write this am diving into. Thanks Buddy.

  15. Justin
    June 5, 2008


    Do you have any relatives in columbus, ohio? I saw a dude at starbucks I could have sworn was you. Cousin?

  16. June 5, 2008

    Thanks Paul, great tip. I will look into this…

  17. June 5, 2008

    I tested it out and there was potential. If you can get on the homepage of myspace then you’re set.

  18. How do you do that?

  19. June 6, 2008

    Try content targeting and look at the landing pages out there and what they are doing. I tried site specific targeting and it did pretty well. I use extreme conversions and can see referring URLs and conversions. By looking at the websites sending quality traffic you then do a campaign thats site targeted and only target the good domains. :)

  20. June 8, 2008

    Really obvious idea, but clearly not enough people get in to it…

  21. June 9, 2008

    The more accurate your campaigns are the more ROI you get…

  22. June 14, 2008

    Another great post. Cheers!

    -Dave King

  23. June 18, 2008

    The post is captures my attention as all the previous ones. I really did not realize that the anti-wrinkle cream can be got by a 18-years-olf girl for her mom. However it is possible indeed, especially on different occasions.

  24. October 6, 2008

    Great idea. I had not considered how demographic targeting can be used like a negative keyword list to exclude irrelevant demographics. This is a great money-saving tip. Thanks.

  25. November 30, 2008

    Great Tips Will Surely Implement Them When Approved By Azoogle.

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