Adwords currently supports “demographic targeting” only for Display network campaigns, but Google is bringing these targeting to AdWords API.
As of today, the company has announced, that starting September 19, 2016, demographic targeting will also be supported for Search campaigns.
The roll out will happen over the subsequent days, and all existing AdWords API versions will retroactively allow these criteria in Search campaigns.
Google advises those whose application does any type of automatic bidding, must update their app before September 19, for the new potential bid modifiers to take place on Search campaigns.
With this AdWords API users will be allowed to add AgeRange and Gender criteria in Search campaigns.
Advertiser can use AdWords user interface to add these new criteria, so their code can handle them even if their application doesn’t add them explicitly.
“This may be particularly relevant if you use the “Target and bid” (targetAll=false) option in TargetingSettingDetail, because the new criteria will begin restricting targeting,” the API team explained.