Demographic targeting is a very useful feature that allows you to optimize display campaigns based on gender, age and parental status.

Step 1: Check Performance by Demographics

Click on a display campaign -> Display Network -> Demographics

Above the table you can select “ad group view” or “campaign view”. Campaign view provides a much better overview of the demographics performance.

– Click on Gender, Age or Parental Status to check the performance for each category
– Click on “ad group view” to adjust cost per click bids for specific demographic categories. For example, increase bids for female visitors

Step 2: Optimize performance based on demographics

– To exclude specific demographics categories for a campaign, click on “+Targeting” -> Add campaign exclusions -> Demographics
– You can also increase or decrease the bids for certain demographics (e.g. “Male” 20% higher bids) if you find that they perform well