Demographic and device targeting are powerful levers in a Search Engine Marketing (SEM) strategy—they help ensure your ads reach the right people at the right time, which is critical for maximizing ROI. Here’s how I use both:
✅ 1. Demographic Targeting
🔍 What It Includes:
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Age
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Gender
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Household income (in some countries)
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Parental status (on Display/YouTube, less so on Search)
🎯 How I Use It:
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Refine after data collection: Start broad, then exclude or reduce bids for underperforming demographics.
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Customize messaging: Tailor ad copy or offers to different groups when using audience-based campaigns.
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Segment by intent: For example, if younger users click a lot but don’t convert, I’ll bid lower for 18–24 age range.
Example:
For a premium skincare brand, I might increase bids for females aged 25–44 if data shows they have the highest conversion rates and average order value.
✅ 2. Device Targeting
🔍 Devices:
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Mobile
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Desktop
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Tablet
🎯 How I Use It:
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Performance-based adjustments: Monitor conversion rates and cost per acquisition (CPA) by device.
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Bid modifiers: Increase bids on top-performing devices; reduce or exclude low-performing ones.
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Landing page/device alignment: Ensure mobile experience is optimized before allocating spend heavily to mobile.
Example:
If a B2B software campaign performs better on desktop (longer sessions, higher form fill rate), I might:
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Decrease mobile bids by 30%
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Focus more budget on desktop where decision-makers convert
🔁 Bonus Tip: Combine Both
You can create layered strategies—e.g., increase bids for women aged 35–44 on mobile if that combo converts well. This precision drives better results without increasing budget.