Users were previously divided into five age groups: Younger than 18, 18–24, 25–34, 35–44, and Older than 45. As more and more people begin using the internet (including mobile devices) in Russia, we can see that the 45+ group consists of users with very different behavior. To better take these differences into account, we decided to split this group in two: 45–54 and Older than 55. You can now use bid adjustments to either target these new groups or, conversely, to exclude them, so that the users who do see your ads are more likely to find them relevant.

These changes will be visible in the interface: The “Older than 45” category in Report Wizard will be replaced by “45–54” and “Older than 55.” Don’t be surprised if you see the age of your product or service’s audience suddenly drop — the users are still there, but their segmentation may have changed. These additional segments will help to analyze the performance of your ad campaigns and better understand your target audience.

The new age groups are already visible in the Direct API’s bid management and reports. To read about how to use them, have a look at the documentation for the BidModifiers and Reports services.