Google has just added demographic targeting to AdWords campaigns in an apparent initial response to Microsoft adCenter's vaunted demographic targeting abilities, writes MarketingPilgrim. According to the AdWords help site, "you can pick your preferences in up to three different demographic categories. The system will analyze your preferences and create a list of available Google Network sites that are popular with that audience."

Also according to Google, "The demographic website data used by AdWords comes from comScore Media Metrix…on users from the United States…. If your campaign doesn't geo-target the United States, you will not see the demographic option on the site tool."