Targeting people over 70-80 years

Ask Me Anything Q&A Googleshoppingamarepo

Topic summary

A seller of romantic art pieces is seeking advice on targeting older demographics (70-80+ years) through Google Shopping. Their typical customers are men aged 60-90+ who purchase items for special occasions like birthdays, weddings, and anniversaries.

Google is developing age-targeting capabilities for Performance Max campaigns, but this feature isn’t universally available yet. To check availability:

  • Navigate to a PMax campaign
  • Access Campaign Settings
  • Look for “Age Exclusions” under Brand exclusions

The feature remains in rollout phase, so access varies by account.

Summarized with AI on October 29. AI used: claude-sonnet-4-5-20250929.
1

Can you give advise how to target older people?

2

We are selling romantic art pieces. They are usually bought for birthdays,
weddings and wedding anniversaries. Buyers are mostly men, between 60-90
years, sometimes over 90.

3

Hello Andrea, thank you for your question.

Google is working on adding the solution where you can target specific age groups, however as it is a new feature, it is not yet available in all accounts. But you can already check with the below steps.

Go to a PMax campaign

Click on Campaign Settings

Look for the Age Exclusions section under Brand exclusions.