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AdWords Demographic Targeting NOT MSN adCenter Killer

Posted: March 12, 2006

Google’s new demographic targeting is for Site-Target only. I keep hearing that it’s better than MSN’s targeting and that’s it’s the new killer application. Please remember these items:

MSN’s demographic targeting is for PPC
MSN’s targeting includes passport data, user registration data, and additional channel based information. They own much of this information
Google’s demographic targeting is based off of 3rd party data that anyone can buy (comScore).
Google’s targeting is strictly for site-match (i.e. their CPM buy)

While it’s a great step towards where Google needs to go - it’s very different from MSN’s PPC. It’s more similar to Yahoo’s Marketing Services, which allows these options:

Demographic Targeting
Geographic Targeting
Behavioral Targeting
Time-of-Day / Time-of-Week
Database Targeting (match multiple databases)
Yahoo also has filtering options

I was hoping that one could edit a current site targeted campaign to add the new targeting options, but it’s not possible - one must create a new campaign from scratch.

Here’s a view of the major demographic options:

(Sorry for the screen shot looking a bit odd, based on Google’s layout, it was the easiest way to show the options.)

So, please don’t think of this as a comparison of MSN’s adCenter and Google
AdWords.

They are very different.
Act very differently.
Reach people differently (banner vs search)
They will convert differently.

Yes - it’s a good offer from Google AdWords.

No - it’s not an adCenter killer.

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Related Information:

« AdWords Makes it Easier to Control New Campaigns

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Written by Brad Geddes aka eWhisper · Filed Under Blog, Google AdWords, MSN PPC - adCenter

Comments

One Response to “AdWords Demographic Targeting NOT MSN adCenter Killer”

AdWords Beta Program: Site Targeting with CPC Payments » bgtheory.com on February 14th, 2007 8:01 am

[...] It’ also the only area in AdWords where one can target by demographic. [...]