We have a very specialized product (statement jewelry), a product of one unit each. How can we leverage Google Ads to more specifically target a demographic beyond related search terms. I suspect our conversion rate is low because the people who are clicking through are not the ones who would buy unique statement jewelry.
Hello BeadedStatement, thank you for your question in the FeedArmy AMA Event.
If you need to target a very specific demographic then there are only 1 thing you can try.
I recommend setting up an advanced standard shopping campaign, so you can control what keywords you are targeting. As the type of words used can be different from one demographic to another. However very rarely. But this is the only true way to control what search intent is triggering your ads. This setup does require a lot more work and management, so you might be better off using performance max, if you don’t have time to manage the account.
You can achieve this following this guide: https://www.youtube.com/watch?v=CiRIDzRrHno
However, the negative thing is that you can’t change the demographics itself, so gender, age group can not be enabled or disabled.
If you are using performance max, you can uncheck genders and age groups when you update the signals. But this is only a signal, not an exclusion.
I believe the best outcome would be to control which search terms your ads trigger to avoid wasted budget using the advanced standard shopping setup.
The only way to control true demographics, is only available when you use display remarketing. But that I assume this is not really what you wanted, and it was more related to Google Shopping.