Connecting Demographics To Search Queries
Frustrated by the lack of demographic data available for search ads? Contributor Andrew Ruegger shares his method for obtaining demographic information at the keyword level.
Advertising in search is often difficult to conceptualize for many brands because of how different the live auction and targeting methodology is compared with traditional media planning and buying. Media strategies are built on market research, which always includes target demographics or personas.
Specialty channels like search — where the targeting strategy is based on keywords and not necessarily on demographics or personas — cause a methodological disconnect for some brands and traditional planners and buyers. The result is that search often becomes just another impression/cost buy, which is not how it should be used.
Google has made strides in providing additional information on demographics and the ability to target personas, specifically through the Google Display Network, but when buying on the search engines themselves, most demographic information is not great. However, here is a potential way to help you bridge that gap between demographics and search keyword strategies.
Using The Google Display Planner To Glean Demographic Info
Although this tool is supposed to be more for display, you can still get demographic information based on keywords. The data comes from Google DoubleClick network, but it still represents user cookies that are looking for and engaging in content related to the keywords you enter.