If you sell a product that appeals to a specific demographic then you can target that demographic in your pay per click campaigns. Each of the search engines have the ability to target your ads towards a specific demographic. Google calls it demographic targeting. AdCenter calls it incremental bidding. What you do is simply tailor your keywords bids toward the defined demographic that you are targeting. It works.
Let’s say that you sell feminine fashions targeted toward women ages 18-25. You can tailor your bidding for the important fashion-related keywords that you are targeting so that you bid on the demographic that is important to you. For instance, let’s say you sell a line of mini-skirt. You can bid .50 on “mini-skirt” and up your bid for that keyword to $1.00 for the 18-25 age range. If women ages 18-25 are more valuable to your business than women in the 30-40 age range then it makes sense. You can still attract the older women through your keyword bidding, but by using a higher bid for the younger target you are establishing that demographic as more valuable and the search engines will place your targeted ads appropriately.
