There has been some confusion about the release of the Google’s new “demographics targeting” as it applied to paid search. Early buzz indicated the product upgrade as direct competition to MSN adCenter’s demographic PPC campaigns. The truth, however, is that Google’s product falls short of this comparison for a couple a reasons. 1) Google’s demographic targeting applies only the content syndication network. Demographic data is supplied by the AdSense advertisers who publish AdWords ads and this is then supplied to AdWords advertisers so that they can plan their content buys. 2) Google advertisers aren’t actually allowed the capability of selecting demographics as parameters and then running a campaign based upon those parameters. They are allowed to search the content network publishers based on demographic data and can then select the publishers that their ads may be displayed on based upon the demographics.

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