According to the UN, it could take almost 300 years to achieve gender equality. With women’s jobs being 1.8x more vulnerable than men due to the pandemic, and gender having the most available data out of any under-represented group, the Google Ads team was determined to affect maximum change, knowing advertising and media has a part to play in breaking business stereotypes. EssenceMediacomX and Google collaborated to deepdive into gender inequality and how we want to affect change. As part of this, we did a forensic analysis of our data to understand how men and women interact differently with our ads, and out of this a strategic plan was developed.
We devised an advanced blueprint for campaign diversity best practices,to improve equity within Google Ads campaigns and confront industry stereotypes, whilst also driving more conversions.