I missed the official launch of Google demographic bidding last week, but noticed the option in my accounts campaign settings this morning.
This feature is available for UK advertisers and I’ve actually been able to set this up for a UK geo-targeted campaign, although as far as I was aware it’s only US data which is available for demographic bidding on US geo-targeted campaigns, maybe not?
Here’s a screenshot of the demographic campaign I setup (click for full-size image):
There’s also screen captures on Search Engine Roundtable to show the demographic targeting campaign setup for a US geo-targeted campaign.
I’ve only just set this up but I’ll run off a report and update this post in a couple of days to show any data and see if this is actually working in the UK too.