Google Unveils YouTube Creator-Based Audience Targeting for Advertisers

YouTube Creator-Based Audience Targeting: Google has introduced a new feature in Google Ads that allows advertisers to create remarketing audiences based on specific YouTube creator videos. This update expands targeting options beyond advertisers’ own channels, offering new opportunities for more precise and effective campaigns.

Key Takeaways for YouTube Creator-Based Audience Targeting

• Advertisers can now link YouTube creator videos to their Google Ads accounts.
• Access to organic view metrics for linked videos is now available.
• Remarketing segments can be created based on video views.
• This feature offers an alternative to impression-based remarketing.

Expanded Targeting Options

Previously, advertisers could only create remarketing lists based on viewers’ interactions with their own linked YouTube channels. With this new feature, they can now target audiences based on specific YouTube creator videos, significantly broadening their reach and targeting capabilities.

How Creator-Based Audience Targeting Works

1. Linking Videos: Advertisers can link YouTube creator videos to their Google Ads accounts.
2. Access to Metrics: This linkage provides access to non-paid view metrics for the linked videos.
3. Creating Remarketing Segments: Advertisers can create audience segments based on the views of these videos.

Key Features

• View Counts: Access to organic view metrics for linked videos.
• Remarketing: Ability to create audience segments based on video views.

Implications for Advertisers

This new feature could be seen as an alternative to impression-based remarketing, offering more precise targeting based on specific creator content. Advertisers will need to explore how to leverage this capability to enhance their campaign performance and audience targeting strategies.

Future Outlook

The introduction of YouTube creator-based audience targeting expands the toolkit for Google Ads users, potentially allowing for more nuanced and effective YouTube-based remarketing campaigns. It will be interesting to see how advertisers utilise this new feature and its impact on their overall marketing strategies.

Sources

• Google introduces YouTube creator-based audience targeting, Search Engine Land.