Most people don’t realize exactly how much research is done in a marketing campaign. All they see is the billboards on the side of the highway, or the ads on websites. The truth of the matter is that expert marketers do a lot of research. The more research you do, the more you’ll understand your target audience- plain and simple.

I would guess that most internet marketers who have been doing this for a few weeks already know that. They’ve learned about keyword research and try to put themselves in their customers’ shoes. And this is a very good thing- but it doesn’t end there.

You see, some marketers don’t focus on keywords first. Instead, they’ll focus on a little something called demographics.

What are Demographics?

To put it simple, the term demographics refers to groups of people. They can be very specific, or very broad.

A broad demographic might be all Americans. A small demographic would be single American men between ages 18-30 that live in Tiny Town, Iowa.

Who Cares about Demographics?

In marketing- especially when using paid advertising- you need to understand your demographic. Who is most likely to purchase your product?

Women in their 20s who are college-educated and career-focused? Men in their 40s trying to gain muscle and burn fat? Senior men who are struggling with impotence?

If you don’t know your demographic, you’re half-blind. Sure, you can go solely by keyword research. But the truth of the matter is that you’d be leaving a lot of money on the table.

How Do You Use Demographics?

Entire books are written about this, but let me give you a quick summary. I’ve seen this in action with several business owners with very deep wallets.

When an expert is starting a new campaign, they’ll take the following steps:

  1. Identify the niche and offer they’ll promote
  2. Identify the demographics that would be interested
  3. Find out how to get in front of those demographics (blogs, forums, magazines, etc.)
  4. Create a group of banner and text ads to test
  5. Put the ads out there, identify which ads convert the best, and tweak
  6. Test some more
  7. Profit!

Now I’ll dive a bit more into each step.

Identifying the niche and offer- This really isn’t done any differently than you’re used to. It doesn’t matter what niche you get into. Just make sure that you niche down a lot and that your offer converts.

Identify your demographics- One of the best tools I’ve found is called When you create your free account and log in, you’ll notice a search bar on the top of the page. This will help you identify the demographics of the offer that you’re promoting. So if you’re promoting an eBook sold on, you’ll type that URL into the box at the top.

After entering your offer’s URL, scroll to the bottom of the page. Quantcast will tell you the demographics of people coming into the site. Demographics that are in bold means it is a higher percentage than normal. That does not necessarily mean that should be your target demographic, but it might be worth testing.

Do this a few more times for similar products. Let’s say that from your testing, it tells you that most people seeing this offer are college-educated white women between 30 and 40 years old. That’s your demographic.

Find your demographic- Now you have to figure out what they’re hanging out. Quantcast comes to the rescue again, as you can use its Planner tool to find websites that cater to your demographic.

That said, another great place to go is Facebook. Since Facebook has a lot of flexibility with selecting demographics and keywords, it can be a goldmine once you find some high-converting ads.

Create some ads- Again, entire books are written about this. Remember that most of the best ads ever are very, very ugly and simple. Also, text ads that are saved as images is a secret of the pros.

Get your ads out there and test- All I really want to say is that you need to test, test, test! What you think is the greatest ad in the world might do horribly, while an ad you expected to fail might have a huge ROI.

Be sure to use some kind of tracking software for this (like Tracking202). Otherwise you won’t be able to tell which ads get the most clicks OR which ones are making the most sales.

Your testing will tell you what ads and banners are the most profitable. Get rid of the bad ones, tweak the good ones to try to get better ROIs, and scale up.

Here are two good places to go to see the demographics of specific web sites.

Search for websites that are similar to the products you are offering and you will find your target audience.


I may have gone a bit more into the process than I originally planned- I hope you don’t mind! But hopefully I’ve illustrated the importance of demographics. Keyword research is important, but you have to know your demographics. Especially if you ever want to make the big, big money.

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