The Education Industry Guide to Detailed Demographic in AdWords

Table of Contents

What are Detailed Demographics

Detailed Demographics allow us to place bid adjustments on previously unavailable segments. These segments include:

  • Marital Status
  • Home Ownership
  • Education Level
  • Parental Status
  • Education level is especially useful for educational institutions because you can for example bid up on people without a Bachelor’s degree.

Where to Find DD in Google Ads

  • Unlike traditional demographic segments, Detailed Demographics are found under the Audience tab inside Google Ads.
  • We have to add them as audience lists to each of our campaigns.
  • Adding Detailed Demographic lists early on is important because we will only be able to see Detailed Demographics data if we have the lists added to our campaigns.
  • Performance data for Detailed Demographic segments will not be available for campaigns without applied lists.

Adding DD Lists

Click to add a new audience list and go to “Who they are.”

Next Steps

  • After adding our Detailed Demographics audiences, we want to bid adjust accordingly.
  • We take the overall CVR of the campaign that we’re looking at and bid adjust audiences with higher CVR positively while negatively bid adjusting audiences with lower CVR than the baseline.
  • For example: The baseline CVR of a campaign is 5%, so anything converting at a rate of above 5% will be positively adjusted and anything converting below 5% will be negatively adjusted.

Bid Adjustments

How Bid Adjustments Work

Positive
Starting bid: $1
Mobile adjustment: +20%
Bid adjustment formula: $1 + ($1 x 20%) = $1.20
Resulting bid for searches on mobile devices: $1.20

Negative
Starting bid: $1
Mobile adjustment: -20%
Bid adjustment formula: $1 + ($1 x -20%) = $0.80
Resulting bid for searches on mobile devices: $0.80

Multiple Bid Adjustments
Multiple bid adjustments get added on to each other after each adjustment is calculated.
Starting bid: $1
California adjustment: +20%
Bid adjustment formula: $1 + ($1 x 20%) = $1.20
Saturday adjustment: -50%
Bid adjustment formula: $1.20 + ($1.20 x -50%) = $0.60
Resulting bid for searches in California on Saturday: $0.60

Notes

  • We have to be careful of making too many positive bid adjustments because they can stack together and unknowingly increase our bids.
  • There is a hard cap of +900% of the original bid.
  • Always break out branded vs non-branded when setting bid adjustments!

An Example Bid Adjustment Case

Let’s suppose we are marketing a University and we have the following CVR data in the education segment:

  • High School Graduates have a 7.13% CVR
  • College Graduates have a 4.94% CVR
  • Our average CVR is 5.31%

Bid adjustment = (1 – (CVR / Average CVR)) * -1
High School Bid Adjustment = (1 – (0.0713 / 0.0531)) * -1
High School Bid Adjustment = (1 – 1.3427) * -1
High School Bid Adjustment = -0.3427 * -1
High School Bid Adjustment = 0.3427
High School Bid Adjustment = +34%

College Graduates Bid Adjustment = (1 – (0.0494 / 0.0531)) * -1
College Graduates Bid Adjustment = -7%

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