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Gender and age AdWords targeting errors

[ Edited ]
Collaborator ✭ ✭ ✭
# 1
Collaborator ✭ ✭ ✭

Hello,

 

I have gathered an audience of around 23.000 from people who have watched a video, and it was targeted at 1 age segment and 1 gender. When I look at reporting in the Video Campaign all views are recorded for that age / gender segment.

 

Now when I started a remarketing campaign in Display with 1 ad group and targeted this audience. 

 I looked after around 30.000 impressions and surprize surprize, not all impressions come from 1 age segment and 1 gender, they are spread over all age segments and all genders, even unknown .

 

How is this possible ? Have the users changed age /gender in the past week ?

 

I didn't anticipate the need to exclude again the age /gender segments I did not want also from the remarketing campaign.

1 Expert replyverified_user
Marked as Best Answer.
Solution
Accepted by topic author Adrian B
September 2015

Re: Gender and age AdWords targeting errors

Top Contributor
# 2
Top Contributor
2% of people will have changed age in the past week - and it's possible that a much smaller percentage will have changed gender.... but that's not what's happening here ;-)

Have you ever read Cosmopolitan?

Google have a number of ways to determine the age and gender of their users. If you are logged in to your Google account, and you have completed your profile (honestly!) then it's easy.

But many people seeing ads or watching a video will not be logged in so Google has to make educated guesses.

Google takes clues from page content, some of the clues come from the information AdSense publishers give them...

So in the same way that I might run an ad in Cosmopolitan to reach my target of women between 22 and 35 I might get women of 60 seeing my ad, and, I might have gotten you - not my target at all.

The same kind of thing happens here, although I do suspect that there is significantly less wastage with Google segmentation than with magazine readerships.

You should see a bell curve for the ages, with the bulk coming from your target age, and you can exclude again to refine this, but you will be unable to fully exclude people from outside either target.

Re: Gender and age AdWords targeting errors

Collaborator ✭ ✭ ✭
# 3
Collaborator ✭ ✭ ✭
Yes , in my situation around 80% of impressions are from the targeted age segment and selected gender from the video.

What an amusing result Smiley Happy I will add the exclusions again in the remarketing campaign.

Thank you for explaining .

Re: Gender and age AdWords targeting errors

Collaborator ✭ ✭ ✭
# 4
Collaborator ✭ ✭ ✭

After 2 weeks of running remarketing Ads in GDN with this video remarketing audience, the discrepancies between youtube gender/age reporting and the AdWords / Shared library / Audiences reporting is not small ,it is very big.

 

In youtube the audience is still reported as 100% in the gender = female, age segment 18-24 ( as the video is promoting a female perfume) but in AdWords .... this graph says it all :

 

http://prntscr.com/3coi6w

 

Unknown gender in AdWords audience : 22.2 % and different age than the initial youtube data : 14.9 %

 

I think youtube and adwords determine  gender/age in different ways, otherwise I cannot explain this discrepancy.

 

What youtube reports for targets , "where your ads were shown" for the age segment :

 

http://prntscr.com/3cok3s

 

and for the gender segment 

 

http://prntscr.com/3cokk8

 

The remarketing list is made very simple from "People who viewed this video as an Ad".

Re: Gender and age AdWords targeting errors

Follower ✭ ✭ ✭
# 5
Follower ✭ ✭ ✭
Did you create re-marketing list for people who have seen the video or people we have seen the ad? if you created list as people who have seen specific video, it may be organic audience who are not of same Demographic's as your paid campaign on youtube.

Re: Gender and age AdWords targeting errors

Collaborator ✭ ✭ ✭
# 6
Collaborator ✭ ✭ ✭

The setting for the remarketing list was "People who have seen the video as an Ad" and google did not reply an explanation by email not even now.

This happens for any video for which I set an audience just for the paid views which are supposed to be segmented by age and gender.

Marked as Best Answer.
Solution
Accepted by topic author Adrian B
September 2015

Re: Gender and age AdWords targeting errors

Collaborator ✭ ✭ ✭
# 7
Collaborator ✭ ✭ ✭

Now I got an explanation and it turns out I discovered a bug for which they credited the client's account with a small amount Smiley Happy

 

 

Here is the text we received from Google 

 

"Hope you are doing well and thanks for writing back. 
 
I know it has taken a long time, much more than what we initially expected and I also understand that this has caused inconvenience. I am sure you must have expected a more prompt response and trust me I am trying my best to have this resolved, however as I mentioned we didn't expect the resolution to take this long. 
 
The discrepancy between the demographics of the audience is due to a technical issue at our end and this was recently confirmed by the specialist team. We have escalated this to our engineering team and they are currently working on this. I do not wish to set any wrong expectation and hence I would like to inform you that this will still take some more time to be fixed. I haven't closed the ticket and I will keep it open till I hear back from the specialist team. 
 
As a gesture of goodwill I have also discussed this with the seniors on my team and pursued a credit of RON xxxx which has now been approved and will appear in the billing of your AdWords account within 24 hours. 
 
I will write back to you as soon as I hear from the specialist team, in the meanwhile, I am just a shout away. "