Microsoft understands demographic targeting
Structuring an adCenter account properly makes its more likely a searcher’s queries will return ads targeted to the keyword.
Focusing on an organized account structure helps with a couple of aspects of contextual advertising. The adCenter blog said people are more likely to click on an ad that replicates their search query. Dynamic keyword insertion is your friend here.
Distinct ad groups make ongoing maintenance an easier prospect. Ads that generate a low CTR stand out more distinctly than if every keyword ad ends up in one group.
We were impressed that Microsoft understands one fundamental difference between men and women, as noted in their touting of demographic targeting for ad groups:
This can be applied per ad group so by splitting out your keywords effectively you can ensure that the targeting you select is specific to the keywords. For example, the ‘Sound of Music tickets’ ad group could be targeted to young females, whereas the ‘Football tickets’ ad group may be targeted to young males. Having these keywords split out into their own ad groups makes this possible.
Of course they could be missing out on female football fans, but it’s likely men would be more responsive to an ad about football tickets. Unless they were Dolphins fans this past year, in which case the von Trapps look a lot more appealing.
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