If you want to target your ads to audiences of a certain age you can select one or several age groups.

It is good to know that in average only 10% of users of a website are identified with age. It means by selecting specific age groups, you risk limiting your potential audience by 90%. In short, fewer people see your ads.

Please be aware of the fact that when you select age groups, even if you select all groups, your ads will only be shown to audiences with identified age. Please check the example below before you consider using age targeting in your campaigns.

Important to know about Age Targeting
By selecting specific age groups you are limiting your audience to only those with identified age. This is important because even if you select all options, age targeting can actually work against you.

An example:
100.000 people are potential viewers of a page.
8.000 of these are identified as 19 to 24.
5.000 are identified as 25 to 34.
5.000 are identified as 35 to 44.
1.000 are identified as 45 to 54.
800 are identified as 55 to 64.
200 are identified as 65 and over.
80.000 are not age identified.

Even if you select all age groups, you are still limiting your audience to only those with identified age. In this example it means your ad will only reach 20.000. Your ad will not be shown to the 80.000 who are not age identified.

If you wish to reach all 100.000, don’t select any age groups.

BOTTOM LINE
(lightbulb) If you wish your ads to reach everyone, regardless age, don’t use Age Targeting.