Not so long ago, Google announced new targeting capabilities for ad buyers, which seems to have gone unnoticed by many, probably because Facebook and Instagram have been crushing the game in 2018. 

In this article, I'm going to discuss the new targeting features on Google AdWords and how you can start using them to drive more leads and sales.

New targeting options on AdWords

Until this update, if you wanted to target users through AdWords, you could only use the following options:

  • Age
  • Gender
  • Parental status
  • Household income

For a company the size of Google and the options you have on Facebook and Instagram, these targeting options aren't ideal when targeting new audiences.

The new AdWords update now allows you to also target the following options:

Relationship status – single, in a relationship, or married

Homeowner status – renting or property owner

Education – high school or bachelors

Detailed parental options – infants (0-2), toddlers (3-4), preschoolers (4-5), grade-school (6-12), and teens (13-17)

How to use these new demographic targeting options

Google AdWords' new targeting options tell you where a person is on their life journey.

It starts by letting you know their level of education, whether they have enough income to get themselves on the property ladder, and their relationship and family status.

If you're in the travel niche, or offer products or services for children or home products or services, these new targeting options are of great use. For retail and jewelry brands, you can use these extra targeting features around Valentine's Day and other holidays to create gift audiences.

One of Google's major advantages is its search network where you can find pools of users who are searching for a specific problem they would like to solve.

For example, whether you have a headache or are looking for a pizza business or where to buy a new tennis racket, most of the time you'll start your search on Google.

What Google may currently lack in detailed targeting, it makes up for in providing you with a warmer cold lead as the user is looking for you.

Your turn

As Facebook has spoilt us marketers' with detailed interest and behavioral targeting, the Google AdWords new update doesn't have the WOW factor to knock your socks off.

However, Google is still a useful tool to drive your business leads and sales. Its search network is something Facebook doesn't offer, and you'll have audiences that are rarely active on Facebook but frequently turn to Google for information.

Are you using Google AdWords as part of your e-commerce marketing strategy?