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The Device and Demographic Targeting capabilities is a set of new control levers that lets a PPC manager decide which devices and demographic to target. Launched natively inside the smec Campaign Orchestrator, this update gives PPC managers a clear way to move away from basic, platform-driven automation, to better steer the AI algorithm. By feeding specific audience and device settings directly into machine learning systems, this new capability gives mid-sized to large e-commerce businesses the tools they need to protect their cash margins and grow their customer base safely.
Table of Contents
Device Targeting
What is it?
The device targeting feature allows you to decide when and how to split campaigns by device type (mobile, desktop, tablet, TV) by adding automated device targeting for Performance Max and Standard Shopping campaigns in Campaign Orchestrator.
Why is it important?
The device targeting feature is important because it helps you unlock performance gains by automatically deciding when device-level splits or exclusions make sense. It saves time, avoids guesswork, and ensures Campaign Orchestrator adapts to Google’s latest targeting capabilities.
Key Benefits
- Improved campaign efficiency and better ROAS through more precise optimization per device type
- More control when deciding how to split campaigns
Demographic Targeting
What is it?
The demographic targeting feature allows you to decide which customer demographics to target, with granular control over age and gender for Performance Max and Standard Shopping campaigns in Campaign Orchestrator.
Why is it important?
The demographic targeting feature is important because it helps you pinpoint and engage your highest-value customer segments, making sure your ad spend is optimized for the audiences most likely to convert.
Key Benefits
- Improved campaign ROAS through focused targeting of profitable audience segments.
- Enhanced brand relevance by aligning messaging with target customer profiles.
Core Capabilities Comparison
To help PPC managers and e-commerce directors deploy these capabilities effectively, the table below breaks down the technical functionality and strategic value of each new control lever:
| Feature | What it does | Why its important |
|---|---|---|
| Device Targeting | Allows you to decide when and how to split e-commerce campaigns by device type: mobile, desktop, tablet, and TV, by adding automated device targeting for Performance Max and Standard Shopping campaigns. | It helps you unlock performance gains by automatically deciding when device-level splits or exclusions make sense. This automation saves time, avoids guesswork, and ensures your campaigns adapt to the latest ad platform capabilities. |
| Demographic Targeting | Allows you to decide which customer demographics to target, with granular control over age and gender variables for Performance Max and Standard Shopping campaigns. | It helps you pinpoint and engage your highest-value customer segments. This configuration ensures your ad spend is optimized for the audiences most likely to convert. |
Frequently Asked Questions
You can use these new features inside the campaign management dashboard of the smec Campaign Orchestrator. PPC managers can set specific structural rules for device splits and demographic filters and connect them with your dynamic segments.
The advanced Device and Demographic Targeting features are scheduled for release in Q2 2026. This deployment provides smec clients with an immediate technical advantage to navigate climbing acquisition costs and protect margins.
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