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Today I’m going to discuss the topic of gender in Google Ads and how to separate your campaigns into men and women.

When would we want to separate campaigns into men and women?

Here are some times when you might consider splitting the campaign:

  • You are selling a product or a service where the gender has a marked difference in how they use the product, or it is only relevant for a single gender.
  • Different genders may have a difference in the kind of messaging that would be appealing to them.
  • You have a product or service that is typically used by one gender whereas the other gender may be more likely to be purchasing it as a gift.
  • You want to better address the needs of the target population that you are working with.

For example, let’s say you’re doing a display campaign and you are selling something that men and women will want to purchase separately such as clothing.

If you cater to both men and women you want to be showing pictures of men wearing clothing to men and women wearing clothing to women because men aren’t really that interested in looking at women’s wear and vice versa.

Then you may have products and services typically only used by one gender. One example of that might be men’s shaving products. In this case you could either target men alone, or you could have a different messaging between men and women – men would be targeted to buy the products for themselves and women would be targeted to buy the products as gifts.

How do you actually create separate campaigns for men and women in Google Ads?

Now that you have an understanding of why you would want to do this I will show you how to actually set it up in the video.

Is this ethical, and are there any problems I could run into?

While I don’t see any problems with changing the messaging based on the gender, please don’t use this feature of Google Ads to discriminate against people!

You don’t want to be excluding a particular gender from an opportunity that should really be an opportunity available to everybody. It’s one thing to separate males and women from something like men’s shaving products but it’s something different entirely if you are promoting an educational opportunity and you’re only targeting males. That would definitely fall under a discrimination issue because essentially you would be excluding an entire group who would be an interested party to that particular type of service.

Alright, I hope you have a wonderful day today. Bye!

Nadia Rossi

It has been an absolute pleasure working with Petra over the last year and a half. 1834 Hotels centralises marketing for over 20 hotels around Australia, all with different branding and websites. On an analytics level Petra’s skills have allowed us to monitor and track our marketing efforts in the digital space. Bringing Petra onboard to manage our Google Ads was one of the best marketing decisions we have made. Her thoroughness and attention to detail is incredible, her insights have helped develop better marketing strategies and demonstrate to shareholders return on investment. I would highly recommend working with Petra.

Nadia Rossi Digital Marketing at 1834 Hotels Ecommerce / Hotel Google Ads April 23, 2020

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Kiley Hay CEO of Baby Carriers Australia Ecommerce Google Ads April 23, 2020

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Petra's detailed reports and her personal assistance has been helping us to know where to concentrate our efforts and even showed us technical issues we needed to fix. Our Audience Engagement Report identified several key interests of our buying audience. We tried targeting one of those interests and it brought in two sales almost immediately! I highly recommend working with Petra and accessing her brilliance to scale your business.

Michelle Bridger Michelle Bridger, Facebook Advertising Specialist Ecommerce Google Tag Manager, Google Analytics & Google Data Studio Configuration April 23, 2020

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Leesa Dawson CEO, The Uniform Stylist Ecommerce Google Ads April 23, 2020

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