Ever wish you could show your ads more often to a specific group like women aged 25-34? Want to see how your ads perform with certain demographic groups and then adjust your bids accordingly?

Google is introducing a new demographic bidding feature in AdWords that will allow you to display your ads to specific gender and age group audiences on some sites in the Google content network, giving you more control over who your audience is and greater insight into how your ads perform with certain demographic groups. This will help all advertisers of Google Adwords better target their marketing dollars, or if the advertiser doesn’t now, discover who their target demographic group even is.

Google will start testing this feature (which is in beta) over the next few weeks with a selected group of advertisers in the U.S. and U.K. For those who join and are approved into the beta program, demographic bidding and reports will become available to advertisers who run contextually targeted or placement-targeted campaigns (with CPC or CPM bidding) on certain sites in the Google content network.

So how does Google get this demographic information to be able to offer this ability to it’s advertisers? Some publishers in Google’s network, such as social networking sites, know the gender and age of their users because their users sign in with that information when they create a profile or fill out registration or subscription forms. Participating publishers anonymize this user reported demographic data and then send it to Google in aggregate form, allowing Google to adjust which ads are shown to members of specific demographic groups.

Here are two ways you can take advantage of this new demographic bidding capability. First, you can modify your bids for a particular audience segment, such as increasing your bid for 35-50 year-old females by 300%. Second, you can ask that your ads not be shown to certain demographic groups if they aren’t meeting your ROI goals.

If you’re not sure which demographic converts best for you, you can run Demographic Reports (found in the Report Center) to guide your bids for certain groups. These reports can show you campaign performance metrics (including impressions, clicks, CTR, and conversion data) by the gender and age range of users who saw your ad. If there are demographic groups that convert well, you can increase your bids for those groups, increasing the frequency your ad will be shown to this audience. You can also choose to have your ad hidden from groups that don’t respond well to your campaign.

If you’re an AdWords advertiser located in the U.S. or the U.K., you can learn more about this new demographic bidding option and how to get started by visiting this site.