Two years ago, Google launched demographic targeting in beta for the Google Display Network, and finally, the company is expanding it to more advertisers.

The feature simply lets you show ads based on certain demographic categories like age and gender. It’s kind of hard to believe advertisers have had to wait so long.

“Since 2011, we’ve been hard at work making this available to more advertisers,” says product manager Jon Krafcik. “Marketers have been getting great results. For example, Blue Nile used demographics in a campaign to reach potential engagement ring buyers and saw a click through rate of 10x higher than the U.S. national average for online display campaigns.”

“Demographic categories complement other AdWords targeting features, such as interest categories, remarketing and keyword contextual targeting,” says Krafcik. “The ultimate goal is to help you better refine your marketing message and reach the right audience with the right ad. For example, if you sell yoga gear and know that your core audience tends to be women between the ages of 25 and 34, you can set your campaign to show mostly to that audience, rather than showing your ads to people less likely to be interested in the product.”

The feature is now available in 39 countries within AdWords. It appears in the Display Network Tab as Age and Gender targeting, if it’s available in your area.