Target Your Demographic on Microsoft Adcenter/Bing
October 17, 2009 by Pablo Palatnik
One great thing about Microsofts pay-per-click platform, Microsoft Adcenter, which serves up ads on Microsofts engines BING, LIVE.com (now re-directed to Bing), MSN.com, and soon to be syndicated to Yahoo, is the demographic abilities to target your audience.
On the Adcenter Community blog, there is a great post about easy steps to targeting your demographic when creating a pay-per-click campaign. So, how can you determine the target demographic for your keywords? One tool that many people don’t know exist and can be very useful to build your campaign is the Microsoft Forecast Tool which gives you demographic data based on your keyword.
Now, for setting this criteria in the search engine while building your campaign (steps and instructions taken from blog post)
Applying demographic targeting is a simple process that can be done right in Microsoft adCenter. Demographic targets can be set at the Campaign or the Ad Group level.
1) Select the Campaigns tab
2) If you would like to set demographic targets to the Campaign level, select Edit
3) If you would like to set demographic targets to the Ad Group level, select the Ad group on which you would like to implement this functionality
4) To the right of the Campaign or Ad Group name, select Change settings
5) Under Campaign targeting and to the right of Target your customers by location, select Edit
6) Under Targeting setting, select Demographic on the left
7) Ensure the Apply campaign settings check box is unchecked if applying age or gender to specific ad groups
– If this box is cleared, no campaign-level age or gender targeting will be applied
– If this box is missing, there is no campaign-level age or gender targeting
To specify an incremental by for an age or gender group, select a value in the corresponding base bid + drop-down lists
9) Select Apply and then Save
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