Are you ready to fine-tune your Google Ads audience? Let's talk about excluding age groups and genders; it's like being a bouncer for your marketing campaign. Excluding particular age groups and genders in Google advertising is an excellent approach to ensure that your advertising reaches the intended audience. This quick and easy guide will show you how to exclude age groups and gender on Google Ads!
How to Exclude Age Groups and Genders on Google Ads: Search, Display or Video Campaigns
Login to your Google Ads account
Open the Audiences, keyword and content dropdown menu (left-hand-side)
Select Audiences
Under Demographics, click on Edit demographics
Select the campaign and ad-group you would like to modify
Select the Age Groups, Genders, and Household Income you would like to include or exclude
Repeat as needed for all ad-groups under your selected campaigns.
💡 Tip: If you would like to bulk include or exclude Age groups and genders you can do it faster via Google Ads Editor
How to Exclude Age Groups and Genders on Google Ads: Performance Max Campaigns
Select your Performance Max campaign
Navigate to Asset Groups
Click on the pen icon ✏️ next to Signals to edit your Signal
Click to edit the existing signal or create a new one
Scroll to Demographics and include or exclude genders and age groups
Keep in mind that a Signal is NOT targeting - it is a mere suggestion to the system on how to find the right customers for your business. Even if you’ve created a signal that includes a specific age group, the system will still reach the people outside of your signal if the algorithm thinks that it will improve your performance.
Frequently Asked Questions on Excluding Age Groups and Genders on Google Ads
Where can I see demographics performance data?
Currently, you can only see demographics performance for Search, Video and Display campaigns (not for Performance Max campaigns):
Select the campaign you would like to investigate
Open the Audiences, keywords and content dropdown menu
Select Audiences
Scroll to Demographics
Click "Show table"
How does excluding demographics affect my ads?
When you exclude certain demographics, it means:
Your ads will reach fewer people
Your targeting becomes more focused
Your budget concentrates on specific groups
You might see better ROI if you exclude poorly performing groups
You'll miss potential customers in excluded groups
Think of it as narrowing your audience to focus on your best-performing groups, while accepting that you'll reach fewer people overall.
What demographics can I target in Google Ads?
Google Ads lets you target several demographic factors:
Age groups (18-24, 25-34, 35-44, etc.)
Gender (male, female, unknown)
Household income (available in some countries)
Parental status
Marital status
Education level
Employment
Note: Available options may vary by country and campaign type.
Comments