Demographic Segmentation is key to improving search engine marketing results
Google, Yahoo and MSN are now offering demographic segmentation options within the interfaces of their search marketing accounts. Geographic targeting has been an option when targeting search marketing accounts and campaigns, however, now you can drill down into age groups, gender of your visitor and more. This can be a great value add, especially by excluding age groups that are too young to be valuable to your business.
Another means of optimizing your exposure, is by dayparting your accounts to only display your ads within the days and times that are valuable to your business.