All of us can now come face to face with "the new Google Ads experience", the colloquial name that Google has given to the complete overhaul of the user interface of Google Ads (formerly known as Google AdWords). Screenshots and demos of the redesigned UI have been circulating online for a few months now, and many WordStream customers have had access to the Alpha; don't worry, you can go back to the good old Google Ads we all know and love with the click of a button.
The new user interface is aesthetically pleasing, of course. It's packed with data visualizations, expanding three-dot menus, and colorful representations of account data. But while it may seem intuitive to the uninitiated, seasoned vets will quickly find themselves lost looking for features they've used a thousand times. There's a flip side to that coin, though: revamping almost everything means new features are available to you. Some are right in front of you (see: the countless colors painted on the dozen graphics that greet you), others are hidden gems.
New demographic targeting options!
Recently, Google released demographic targeting for Search Network ads as a powerful tool for advertisers to tailor their reach and messaging to cell phone number list users of different genders and ages. These targeting options were immediately powerful for advertisers in countless verticals. In the old Google Ads user interface, advertisers could use demographic information. For research, at least, it looked something like this:
In its new user interface, Google doubles these demographic targeting options, allowing advertisers to target users based on their household income and parental status. Previously, only display advertisers could target by parental status. Similarly, advertisers could previously target locations based on their relative average household income as part of their location targeting, but not target individuals. Both of these additions give advertisers additional flexibility in who and how they reach different audiences online.
Targeting parental status could be a game-changer for several sectors. Of course, brands that sell baby products or kids' toys will appreciate this one, and parents are becoming an increasingly important audience during holiday shopping seasons and back-to-school shopping. But savvy real estate and auto advertisers could potentially take advantage of this targeting and attempt to sell larger homes or cars to larger families!
Targeting household income can be particularly effective in helping you pitch your ads to audiences with different price sensitivities. If your product or service is competitively priced, promote it in your ads targeted to low- and middle-income audiences. Conversely, if you sell high-end luxury goods, you may want to bid more aggressively for affluent (or price insensitive) users.