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Last Friday,Google announced a new feature for AdWords advertisers utilizing content networks and media placements—demographic bidding. This could potentially be a great asset for all advertisers, particularly those with a specific product or service offering. Demographic bidding, often referred to as demographic targeting, allows one to deliver ads to a particular age group, gender or combination of those statistics. The service is available only through some sites, such as MySpace, Friendster, BlackPlanet or other sites that ask users to log in and define personal information. Google’s demographic targeting is not yet available with PPC management campaigns.

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Google just announced a new demographic targeting system which, in the PPC HandyMan’s opinion, is a copy of Microsoft’s demographic targeting. One big difference, Google is just launching this for content targeting at present, not yet for search.

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As an online marketer, I’m frequently amazed at the technological innovations that ad distribution networks come up with. We call most of what they do “targeting”, but in short, they figure out information about you which marketers can then use to show more specific ads. There are two conflicting arguments about the ethics of this type of technology. On the one side, privacy advocates hold that this is an invasive misuse of user data and should not be engaged in. On the other side of things are marketers who defend the technology on the basis that it allows them to show you ads for products more likely to be of use to you than they could if everything was random.

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