AdWords Help

Many AdWords users want their ads to be seen especially by users of a certain demographic group: for instance, by women, or by people between the ages of 35 and 44, or even by women between the ages of 35 and 44.

If you'd like your ad to be seen by a particular demographic group, you can help make that happen by boosting your bid whenever your ad is eligible to be shown to a member of your preferred group. This is done with the Bid + % system found on the demographic bidding page of your campaign.

By entering a percentage of up to 500%, you'll raise your bid by that amount for members of the group you choose. For instance: If your existing maximum CPM bid for a placement or keyword is $1.00, and you set your demographic bid multiplier for women to +25%, then your bid for users identified as women would be $1.25. ($1.00 + $0.25 = $1.25.) In this way, you'll be making a more competitive bid for the potential customers that mean the most to you.

Here's how to make or edit demographic bids:

1. Sign in to your AdWords account at https://adwords.google.com.
2. Click the name of the campaign you wish to edit on the "All Online Campaigns" page.
3. Select the Settings tab.
4. In the Locations, Languages, and Demographics section, click Demographic.
5. Next to Demographic, click Edit.
6. On the demographic bidding page, find the gender or age groups for which you want to adjust your bid.
7. In the Modify bid column for that demographic group, click the bid amount (Bid + 0%.
8. Enter the % amount you would like to add to your bid for that group, and click OK.
9. Click Save.

You can also combine bids for two overlapping groups. For instance, suppose you bid +25% for users aged 35-44, and +50% for female users. Those bids will combine to equal a bid of CPM +75% for any user who is both female and 35-44 in age.