Google’s new demographic targeting is for Site-Target only. I keep hearing that it’s better than MSN’s targeting and that’s it’s the new killer application. Please remember these items:
- MSN’s demographic targeting is for PPC
- MSN’s targeting includes passport data, user registration data, and additional channel based information. They own much of this information
- Google’s demographic targeting is based off of 3rd party data that anyone can buy (comScore).
- Google’s targeting is strictly for site-match (i.e. their CPM buy)
While it’s a great step towards where Google needs to go – it’s very different from MSN’s PPC. It’s more similar to Yahoo’s Marketing Services, which allows these options:
- Demographic Targeting
- Geographic Targeting
- Behavioral Targeting
- Time-of-Day / Time-of-Week
- Database Targeting (match multiple databases)
- Yahoo also has filtering options
I was hoping that one could edit a current site targeted campaign to add the new targeting options, but it’s not possible – one must create a new campaign from scratch.
Here’s a view of the major demographic options:
(Sorry for the screen shot looking a bit odd, based on Google’s layout, it was the easiest way to show the options.)
So, please don’t think of this as a comparison of MSN’s adCenter and Google
- They are very different.
- Act very differently.
- Reach people differently (banner vs search)
- They will convert differently.
Yes – it’s a good offer from Google AdWords.
No – it’s not an adCenter killer.