Demographic bidding is now available on select sites in the Google content network. Demographic bidding helps you display your ads to specific gender and age segments 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 those audiences.
There are two ways you can use demographic bidding. First, you can modify your bids for a particular audience segment, such as increasing your bid for 18-24 year-olds and males. Second, you can exclude certain demographic groups from seeing your ads if they aren't meeting your ROI goals.
As a result, you can then run reports specific to these defined groups. These reports can show you campaign performance metrics (including impressions, clicks, CTR, and conversion data) by the age and gender of the users who saw your ad.
The only problem is, as I have mentioned in earlier posts, the Content Network is not the most effective tool and the majority of our clients do not use it. Moreover, this whole concept does not apply to the 'search' feature and as a result is limited in its usefulness.