A report from Search Engine Land reveals that Google is nixing support for its demographic bidding tool as part of PPC campaigns. According to the company, the feature will be available only until March 21, when Google will begin phasing it out. This move suggests paid search marketers will soon have other options for targeting, which points to Google’s continued search and social cross-platform focus.
The demographic tool has traditionally allowed marketers to bid for placement across the Google Content Network based on specific ages and genders. Naturally, this is an ideal targeting practice for businesses using PPC campaigns.
Google has been aggressive in making PPC a more user-friendly experience, while also working to ensure marketers see benefits from paid search campaigns. As part of this effort, Google has reminded marketers using PPC that they must ensure they have content marketing strategy in place to achieve good Quality Scores. The need for relevant landing page content is even more pressing due to a new feature Google rolled out last month. Brafton reported in February that users can now block ads from companies they bounce back to a SERP from.