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Google AdWords adds Demographic Targeting

I stumbled across this in the AdWords UI today. It was a message asking me if I'd like to set up a campaign targeted to a certan demographic (it used age/gender/offspring examples). The help link went to a "this help file does not exist" error page at first, but now it appears to be working.

I haven't seen this posted anywhere else yet, but it looks like Google is trying to play catch up to good ol' MSN by implementing a demographic targeting system for AdWords.

Flickr link to the screenshot of what I saw:
http://www.flickr.com/photos/27272913@N00/109823936/

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