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E-Marketing Performance Blog

SES SJ: Does Demographic Targeting Matter?

Well, does it? Of course it does! Or maybe not? Some interesting points brought up in this session were:

  • adCenter allows for refined demographic targeting. They put a cookie on searchers’ computers in order to determine age and gender. Is everyone here totally comfortable with that thought?
  • One of the “experts” actually contended that demographic targetting is not as important as most may think. He brought up the interesting argument that it can exclude a lot of relevant traffic that may be out of your criteria. He stressed that keyword and ad optimization is the key.
  • Thousands of impressions that never get clicked on are not a complete waste. In fact, they’re great for the advertiser. They don’t cost you anything, and they make for great branding opportunities; so maybe it’s a good idea to put your brand name in the title?

To tell you the truth, this session was more entertaining than educational. Watching Mike Sack and the Microsoft Guy butt heads kept my interest to say the least. Nothing like a little polarity to spice things up!

Max Speed

If the Pole Position Marketing team had a muse—and it does—it would be Max Speed. We love Max’s occasionally off-color, usually amusing and always pointed “Maxisms.” (Maybe “Maxims” would be a better word.) Max gives voice to some of the things we think but, bound by professional decorum, aren’t permitted to say. At least, not out loud.

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