Google Ads Age Restrictions Will Affect Baby Boomer Marketing

Age is one marketing characteristic that Google is restricting as changes to its personalized advertising policies go into effect on October 19, 2020. Baby boomer marketing campaigns, aiming to reach Americans born between 1946 and 1964, are likely to be affected by this Google Ads age-related policy change that was announced on June 11, 2020. Baby boomers are now aged 56 to 74 and represent a 70-million strong audience of great interest to many marketers.

The Google personalized ad policy, which relates to ads for housing, employment, and credit, appears below.

“On October 19, 2020, Google will update its Personalized advertising policies to introduce new targeting restrictions. In an effort to improve inclusivity for users disproportionately affected by societal biases; housing, employment, and credit products or services can no longer be targeted to audiences based on gender, age, parental status, marital status, or ZIP code.”

According to the Google policy restrictions, the types of products or services that will be affected include:

  • Housing: Housing listing sites, individual houses for sale or rental, real estate services
  • Employment: Ads for jobs, job recruitment sites, job listing sites
  • Credit: Credit cards, loans including home loans, car loans, appliance loans, short-term loans

Specific products targeting baby boomers and seniors affected by the Google Ads Age restrictions could include:

  • Reverse mortgages
  • Senior living facilities
  • Home healthcare agencies
  • Retirement and 55+ residential communities
  • Credit cards

Google Ads Age Targeting and Ad Personalization

Under the new policy, the “demographics” characteristics of age, gender and parental status must all be set to “Enable” in a Google campaign.

Advertisers can still run ads, but they will be limited in their ability to target the baby boomer market (or others) by age for the indicated categories. Previously, Google allowed age filtering in the following age ranges: 18-24, 25-34, 34-44, 45-54, 55-64, 65+ and unknown.

Another workaround is to simply address the age issue in the body of the ad copy. For example, the advertiser should be able to say something like, “Reverse Mortgages for Homeowners Aged 62+.”

At some point the cost / benefit analysis of a baby boomer ad campaign may no longer sense for certain products. Google ads targeting baby boomers for reverse mortgages, for example, may cease being cost-effective. A homeowner must be 62 or older to qualify for the government’s Home Equity Conversion Mortgage (HECM) program, known more commonly as a reverse mortgage. Under Google’s new ad personalization policy, reverse mortgage campaigns can not be targeted by age. This means that many of the ad dollars in a reverse mortgage campaign will be wasted on the wrong audience.

Baby Boomer Content Marketing and Social Media Marketing

If age-based pay-per-clicks ads lose their effectiveness, marketers who are selling to baby boomers may want to shift their focus to digital marketing.

  • Content marketing is one alternative, and includes blog posts, white papers, ebooks and other education-based communications.
  • Sending a monthly newsletter to current and past clients as well as prospects is a very effective form of client retention. A newsletter can also help with client acquisition.
  • Social media marketing on Twitter, Facebook company pages, LinkedIn, and YouTube remain a great way to build relationships over the longer term.

Google Advertiser Notifications

Google will notify affected advertisers through their Google Ads account. Advertisers with questions can contact their account representative or call Google’s support line, available within their account, for further assistance.

Google’s action is based on the Equal Credit Opportunity Act of 1974 and is intended to reduce discrimination in online advertising.

Click on the link for a Google FAQ page on the new ad personalization policies.

Facebook Ad Restrictions Imposed in 2019

Facebook made a similar move last year when the social media giant informed advertisers that ads for housing, employment or credit offers could no longer be targeted by age, gender or ZIP code. The Facebook ad restrictions also apply to Facebook’s Instagram and Messenger services.

Start Your Baby Boomer Marketing Campaign Today

Sixty Five Plus Marketing, Inc. is ready to launch your baby boomer marketing campaign targeting baby boomers in as little as 1 to 2 weeks. Contact president Margaret Grisdela by phone at 888-985-1215 or via email for a free marketing consultation to get started.

Three Reasons to Hire Sixty Five Plus Marketing, Inc.

  • Get More Clients. Drive more business to your website and intake lines when you accelerate your visibility through newsletters and other marketing communications.
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You will save time and money because Sixty Five Plus Marketing, Inc. gives you immediate access to experienced marketing professionals who get right to work as your outsourced marketing department.

Imagine what you can do with more time and money to focus on your day-to-day business operations and long-term growth strategy! Contact Margaret Grisdela via email or at 888-985-1215 for more information.

Contact a Baby Boomer Marketing Agency

Sixty Five Plus Marketing, Inc. is a national marketing agency that helps businesses connect with the 65+ senior market. We focus on the healthcare, travel and leisure, and professional services markets. Contact us via email.

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