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Geo, gender, language, and age targeting

These four targeting types allow you to reach the users who are most revelant to you. They are "AND" targeting types, which means that whatever you set for geo location, gender, language, and age will all be respected in your campaigns. Read more below. 


Geo location targeting

Advertisers can target their campaigns to specific geographies, whether it be country, city, metro, or postal codes.

You can specify your location targeting during campaign setup:

  1. Navigate to Targeting section of campaign setup
  2. Scroll to "Select location, language, technology" section
  3. Click "All" and then "Locations"
  4. Input the geo location(s) you'd like to target. You can target by country, city, metro, or postal codes.

Your ads will show to all locations selected, even if they are from the same geography. For example, if you choose to target your campaign to the United States and California, your ads will show to all users in the United States. If you wish only to target individual regions, be sure to only add those regions are targeting criteria to your campaign.

Note: Self-serve advertisers are limited to targeting users in countries where the Twitter SSA Ads product is available. For a list of countries available for targeting, please reference this article.

Twitter’s geo targeting is based on a user's recent location. This is a combination of a user's current location as well as their recent location history. Twitter uses several signals for determining whether a user is presently in a particular geographic location, such as a user’s web IP address, mobile GPS signal, mobile wi-fi signal, and real-time signals, such as when a user includes their location in a Tweet. We use all of these signals to create sophisticated machine-learned models that predict a user's location. More on Twitter's data collection for ads


Gender targeting

You can select if you'd like to serve to Any Gender, Male, or Female in your campaign. 

To do this in your campaign setup:

  1. Navigate to "Demographics" in the "Targeting" section
  2. Choose the gender option you'd like to target
  3. The selected option will appear blue

We use the gender provided by some users in their profiles, and extend that data to other users based on factors of account likeness to determine the gender of users that have not manually entered their preferred gender.


Language targeting

This targeting option allows you to serve to users who understand a particular language. 

To target a language in campaign setup:

  1. Navigate to "Demographics" in the "Targeting" section
  2. Click "All" and choose "Language" 
  3. Select the "Add" button next to the language you'd like to target

We derive a user’s language from a number of different sources, including the language selected in profile settings and the languages that correspond to the user’s activity on Twitter. If we infer that a user understands multiple languages, they will be targetable by each language. We have very high confidence in the languages we detect and make available for targeting.


Age targeting

We have a number of age buckets that you can use within your campaign to target users. Some buckets are available globally, while others are only available if you're targeting Japan. 

To target age in your campaign setup: 

  1. Navigate to "Demographics" in the "Targeting" section
  2. Under the "Select Age" section, you can choose "All ages" or "Age range"
  3. If setting an Age range, choose the bucket you'd like to target

Note: if you are targeting any geo-location outside of Japan, you will not be able to use an age bucket marked "Japan only". 

We collect age data based on the birthdates that users have entered on their Twitter Profile. Then we extend our age inference to other Twitter users who may not have provided Twitter with their birthday, based on a number of user attributes such as the accounts a user follows and that user’s interests. Learn more.


Serving your campaigns

Geo location, gender, language, and age targeting are all subtractive, or "AND", targeting types. This means that all the parameters you set for these targeting types will be respected. For example, if you choose United States + Males + 18 and up in campaign setup, your campaign impressions will only serve to males 18 + up who are in the United States. Even if you add on additional targeting, such as keyword or interest targeting, only 18 and up males in United States who also meet your keyword or interest targeting will be eligible to be served the ad. 

Geo location, gender, language, and age targeting all help you be precise in who you're serving ads to. However, because they're "AND" targeting types, each one you layer on decreases the audience size your campaign can serve to. It's important to make sure your other targeting types are sufficiently large enough so that your campaign doesn't struggle to serve to users. 


Seeing your results

You're able to view your campaigns' audience breakdown by locations, keywords, handles, behaviors, gender, language, platform, and interests.

First, click into a campaign. Then click on the ‘Audience’ tab to view audience details. To export data at the audience level, click on the “Export” button from this page.

Note: when viewing your campaign by age, language, geo location, and gender targeting you will usually see a lower number of total impressions, engagements, or spend on the top line campaign level than when you add up all of the individual ones listed below. This is because if a single user views your campaign and fits into multiple categories, their engagement and impression will be counted under both. 

For example, if you target the age bucket 18 and up, your campaign will be served to users who fit into the age bucket 18 and up.  However, the impression served to a user who fits in the 18 and up bucket might also fit into the 13 and up bucket. Their single impression will be reported in both the 18 and up and 13 and up rows. Your ads will not be served to users who don't have the targeted criteria you have implemented in your campaign. You're only charged once (if the user makes the billable action), and the user is within your targeting parameters. 

Geo, gender, language, and age FAQ's

  • What locations, ages, and languages are available?
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    Languages

    • Thai
    • Arabic
    • English
    • Japanese
    • Spanish
    • Portuguese
    • Russian
     
    • Hindi
    • French
    • Turkish
    • Swedish
    • Korean
    • Italian
    • Norwegian
     
    • Dutch
    • Farsi
    • Finnish
    • Chinese
    • Polish
    • Indonesian

    Ages

    The age segments available for targeting globally are:

    • 13-24
    • 13-34
    • 13-49
    • 13-54
    • 13+
    • 18-24
    • 18-34
     
     
     
    • 18-49
    • 18-54
    • 18+
    • 21-34
    • 21-49
    • 21-54
    • 21+
    • 25-49
     
     
     
    • 25-54
    • 25+
    • 35-49
    • 35-54
    • 35+
    • 50+

    Geo locations

    To download an index of all targetable geo locations including country, city, metro, region, and postal codes, click here


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  • What if the location I'm trying to target isn't available?
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    If the location you enter does not populate, we recommend adding the closest region or area to target. As mentioned, some countries do not have as granular targeting options (Metro, Zip Code, Region) available at this time. 


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  • I'm seeing impressions served outside my geo location targeting, why?
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    First, make sure that you did not alter your campaign targeting info post launch. You can do this by clicking into your campaign and click the "History" tab. This will show the dates and times you made changes to your campaign. You can see in the picture to the right, the geo location targeting was layered on after the campaign's launch, so during that intial time of serve, impressions would be served all over the world. 

    Additionally, you may notice that in some instances the sum of all locations does not account for all of the campaign spend. This is due to the small attribution loss we experience when breaking out billing and targeting data. Please note that every ad impression has in fact served to your targeting specifications, but there is a 1-3% loss in the segmented spend data we display in the dashboard. We apologize for any inconvenience this causes. 

     

    Twitter's geo-targeting is based on a user's recent location. This is a combination of a user's current location as well as their recent location history. Twitter uses several signals for determining whether a user is presently in a particular geographic location, such as a user's web IP address, mobile GPS signal, mobile wi-fi signal, and real-time signals, such as when a user includes their location in a Tweet. We use all of these signals to create sophisticated machine-learned models that predict a user's location. More on privacy and data collection on Twitter. 


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