Adwords Placement Targeting by Demographics, What if…
Nov 9, 2007 Google Adwords, Microsoft adCenter
With the introduction of Placement Targeted campaigns in Adwords, now comes the ability to target and setup strategic bidding on demographic sampling as well. Although this feature concept is somewhat dated thanks to MSN Adcenter, Google Adwords engineers have finally caught up - but how accurate is the demographics information?
You may or may not be aware that Microsoft has had it’s subtle ways of collecting demographics information for years. Many of us have surrendered some personal demographic information to Microsoft websites without even knowing it. For example:
- Microsoft collects personal information from MSN Messenger, if users decide to input that information into the instant messaging program.
- They also collect sensitive information from Hotmail, or Live Mail upon account creation.
- One of their admitted sources for information is also Xbox.com and Xbox360.com, where players can compete online or participate in forums.
So the question then becomes, if we assume the majority of users of these and many more Microsoft services are truthful and enter accurate information, does Google have what it takes to compete?
To be honest, I’m not so sure Google really can sell Adwords advertisers on Demographics Targeting. That’s probably the reason why the added features bundled with Placement Targeted Campaigns wasn’t necessarily widely announced. Here’s why I’m not convinced:
- Google Talk is an instant messaging program, but it doesn’t share the same cutesy interface as MSN Messenger, and does not collect or display personal information about it’s users.
- Gmail, which has been free for a long time, does peek into your messages in order to serve up ads that Google thinks matches the content of your e-mail, but getting a Gmail account doesn’t require you to give up much personal information.
- The Google Toolbar is widely used, and may in fact collect personal information depending on user preferences, however Google makes it a point to tell users “This isn’t the same yadda yadda…” and to take time to consider sharing browsing behavior and personal stats.
Don’t get me wrong, I am surely not one to deny Google their increasing genius. Far from it. Actually, the flip-side of the preceding argument is a far more intriguing one.
What if…
…Google found a way to determine, with higher than average certainty, the demographics of a person based solely on their web browsing behavior?
…Google was able to penetrate, collect, and index events in your life by examining online evidence that dates you? Some people claim to be able to do this in a 5 minute conversation.
…Google used Analytics data (secure and not secure) collected from thousands of websites that DO collect demographics data?
Well, if Google does have any of those abilities or sources, then they would have some serious supporting evidence to win my vote and my marketing budgets. Until then, we can only speculate as to the evil genius that lurks deep inside the Googleplex. As search marketers we have to remember one thing, the more we do to unravel Google mysteries, the more power we have to increase clicks, conversions, and revenues.
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