Misuse of the word “demographic” or “demo” confuses people who know AdWords, and also people who know better. An example given in Google’s Learning Center:
Ignore this Googler’s goof as this quote even violates what Google thinks demographic means. Google uses the word in reference to the characteristics of age and gender and nothing else: Age + Gender = Demo. Marketers use the term in reference to many more than just those two characteristics.
Why certification exam-takers should care: To be scored correctly, you have to misuse the word in the same way as Google does, even if it violates your personal media experience stretching back three times longer than Google has existed and centuries of the English language.
Why Google should care: YouTube still gets the mouse’s share of branding budgets because the platform is purposefully incompatible with the buying criteria of advertisers who have a better definition of the demographic target they’re after.
Is this a problem in need of fixing or a case of Googlian Exceptionalism?
- Why Demographic Targeting Matters (smallbusinessmavericks.com)
- Linking AdWords to Analytics: A Guide to Using Google AdWords & Analytics Together (business2community.com)
- 7 Google AdWords Points To Care About…Because Google Does (business2community.com)