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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!

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SleepWise Clinic

Petra was instrumental in pulling all our clinic's web analytics into one easy to read, dynamic report that's accessible to me at any time, and works with our EXACT booking system.

This has allowed me to see, at a glance, what marketing initiatives are working, need tweaking, or changing altogether, saving me both time and money. I can't recommend her or her analytic services enough.

Ian Gale SleepWise Clinic Strategy Session August 1, 2018

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