Google has introduced a new feature for its Demand Generation campaigns, offering advertisers more control over their optimized targeting settings. This update, first spotted by Satoshi Ando in Japan, allows advertisers to restrict optimized targeting to specific age and gender demographics.
Key Features of the Update
Age and Gender Restrictions
- Advertisers can now choose to show ads only to people within their selected age and gender specifications
- This option is available within the optimized targeting settings
Balancing Control and Performance
- Google warns that restricting targeting may limit campaign performance
- The platform uses various signals, including selected audience, landing page, and assets, to find likely converters
Flexibility in Targeting Approach
- Advertisers can choose between unrestricted optimized targeting or the new restricted option
- This allows for a more tailored approach based on campaign goals and audience requirements
Implications for Advertisers
While this update offers more precise control over audience targeting, Google advises that limiting the optimization to specific age and gender groups may reduce traffic and potentially impact campaign performance. Advertisers will need to weigh the benefits of tighter demographic control against the potential for reduced reach and conversions.
This new feature represents Google's ongoing efforts to provide advertisers with more tools for campaign customization while still leveraging its machine learning capabilities for optimization.
