YouTube

YouTube ad targeting: Hit the target the first time

Effective targeting is one of the most important components of any social media advertising campaign. With Google AdWords and TrueView (YouTube’s ad platform), getting your sights set on the correct target has become critical due to improved controls that allows a user to "mute" an advertiser.

Read more: Targeted Ads Don’t Just Make You More Likely to Buy

Let’s examine the targeting options on YouTube. With TrueView, you can segment your audience by:

Device

This YouTube targeting option includes the choice between desktop, tablet or mobile, plus the iOS and Android operating systems.

Location

Targeting by location on YouTube allows you to filter countries, cities or territories within a country or even a radius around a specific location. Many brands market nationally, while some exist within a singular city, state or region. Location targeting allows you to choose the area where your customers reside and your operations exist.

Demographics

The demographic targeting option refers to more than gender and age. It also includes selectors such as language, parental status and household income level.

Interests

This YouTube targeting option reaches people interested in topics related to your product, business or service. You can choose from topics such as fashion, sports, makeup and gaming. Google then finds people known to be interested in the subjects you identified in the targeting and shows them your video ad as they peruse or view content across the Google Display Network, YouTube and YouTube search.

  • Contained within interests is the ability to add different audiences to your ad groups. You can choose from affinity audiences, custom affinity audiences, in-market audiences and video remarketing.

Placements

Selecting your placement option on YouTube allows you to place your video ad on specific channels, videos or sites, such as YouTube channels, YouTube videos, apps and websites on the Google Display Network.

Keywords

Targeting your YouTube ad based on keywords lets you show your video ad based on words or phrases related to other channels, videos or sites. For example, the keyword “fly fishing” might place your video ad in front of someone watching the video “learn how to fly fish.”

Topics

This targeting option on YouTube matches your video ad with YouTube videos related to the topics identified in targeting. For example, you target to the fashion topic, and your video ad shows on YouTube to a person watching a fashion trends video.

Related: How to reach your desired audience.

As you can see, YouTube offers numerous possibilities for targeting. Reaching people who are interested in your product offering is the key to closing the deal. Carefully study all your YouTube advertising options, and review your customer insights to create a well-defined Trueview campaign.

Get more in-depth: Learn how to organize your ad groups.

Lynn Pedotto

Lynn Pedotto is a writer who holds an MS from Medill. In addition to covering all things social, she’s a policy wonk who loves to write about government.