How to Use Demographic Bidding in MSN adCenter for Online Marketing

By John Arnold, Michael Becker, Marty Dickinson, Ian Lurie, Elizabeth Marsten

Demographic bidding is a great tool for online marketing if you have a certain audience that you’re trying to reach. MSN offers you some ways to modify for demographics. If you know that your product is popular among women 35 to 49 years old, for example, you can increase the amount that you’re bidding to increase the chance that women in that age group will see and click your ad.

MSN adCenter offers an option that allows you to increase your bid in percentage increments based on the predicted gender or age of the searcher. (Google AdWords, unfortunately, doesn’t allow you to bid at a demographic level.) This option applies to both search and content networks on the ad group level.

To place a demographic bid in MSN adCenter, follow these steps:

  1. Open the ad group or campaign you want to use.

  2. Click the Edit Your Campaign Settings link.

  3. Scroll down to the Advanced Targeting Option section and click Demographic.

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  4. Set the options you want to use in the Gender and Age Groups sections.

    Options are cumulative. When you choose both Gender and Age Groups options, for example, your choices will be added together for a total percentage increase. If you set your bids at a 10 percent increase for women and a 10 percent increase for the 18–24 age group, your bid is increased by 20 percent when a woman in the 18–24 age group is detected as the user.

  5. Click the Save button.