With increased competition this year and Amazon’s ever-strong presence, advertisers need to be more intelligent with their budgets. This includes which keywords to bid on, which users to target, and the best times to increase coverage. This year, Google has enabled demographic targeting for search, and this article explores the opportunities it creates in improving efficiency this Christmas.
Using demographic bid modifiers, advertisers can now increase or decrease bids based on the user’s age and gender. This can be applied instantly to all ad groups, allowing advertisers to easily optimise campaigns, up-bidding where conversion rate (CR) is stronger and conversely, trimming bids where CR isn’t as strong to maintain CPA targets.
Why not take your strategy one step further by targeting a single gender per campaign. This gives you total control over the budgets, keywords, and creative. For keywords around men’s products, include a ‘treat him’ call to action and vice versa for women’s products include ‘treat her’ messaging to enforce the spirit of giving. Test different ad variations to see if certain messaging has a stronger impact based on gender, for example, free gift-wrapping might appeal more to men.
Expand this to your brand campaigns and trial sending men and women to different landing pages, e.g. send women to a ‘male products’ page at the time when gift purchasing is most prevalent. Run this as a test with the homepage as a control to review any potential uplift in CR.
As stated in our blog #12DaysofStrategy: Making the Most Out of the Gifting Season, Customer Match is a fantastic tool for advertisers who collect data on gender in their CRM. Retarget to men who purchased female products last year (and vice versa), and use the messaging to remind them about your great service and USPs which led to that initial conversion.
A commonly discussed hypothesis is that women do their shopping early, whilst men leave it to the last minute. Interestingly, looking at 2015 data for some of our clients (see graph below), we have seen the trend is very similar for both genders. The peak is around the third week of December, which then declines towards last delivery dates. Ensure you consider previous conversion data when making decisions on where to allocate the most of your monthly budget.
To conclude, having a well-developed strategy for demographic targeting will not only help maintain efficiency in a more competitive market but will also allow advertisers to truly tailor their messaging to the most relevant audiences at the time they are most likely to convert.