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Producing Videos That Aid Audience Targeting Ambitions

by Jay Durgan

Producing videos that aid audience targeting ambitions may seem like a complex notion. However, once you get the hang of the concept, it will become fairly intuitive. Google AdWords for video enables you to mix and match targeted video ad settings using “targeting groups.” This targeting concept provides optimal ad exposure.

The first thing that you have to do when you create an AdWords video ad campaign is set up your ad’s targeting. You’ll do this during the campaign creation process. Use a group that defines the targeting methods for all of the campaign’s ads. The default setting is for new ads to run with your defined targeting groups for all of the campaign’s existing targeting groups. This means that an ad can run in each instance where all of the targeting methods for a targeting group apply. You can define which ads are enabled for specific targeting groups when you create or edit either the ads or the groups.

A targeting group allows you to mix and match targeting settings within a single group and then apply them to as many ads as you like. A single targeting group can contain any of the following types of targets:

  • Demographics. Age and gender.
  • Topics. YouTube video and the Google Display Network both have category and sub-category topics.
  • Interests. Select interests from the available categories. There is a wealth of information about interested-based audiences that can help you determine which interests best fit your target audiences. Affinity audiences increase brand awareness and spur consideration for ads by reaching people who have already expressed interest in your company or its products and services. Ads can also reach in-market audiences which not only have an interest but are likely to make a purchase or sign up for a service.
  • Placements. Add distinct websites or placements within those websites. You can target videos, channels (i.e., YouTube channels), or sites. For example, you may choose to target a highly trafficked blog or the homepage of a popular TV station website.
  • Remarketing lists. You can reach viewers based on their previous interactions with your YouTube channel or specific videos. Google will create custom lists for you automatically when you link your YouTube and AdWords accounts.
  • Keywords. The keywords that you include will target your ads to all of the networks that you selected for your video campaigns.

Once you’ve created targeting groups, you can edit them as needed. Simply select the campaign that you’d like to edit, and click the Targets tab to view all of the targeting groups for a given campaign. By default, you’ll see all of your targeting groups. From there, you can switch to other target views. Edit the targets within targeting groups, pause or resume targets, or add new targets.

The biggest thing to remember when you create ads and establish targeting groups is that you yield the best results when you target widely: topics, interests, or demographics, and opt in to all TrueView video formats. When you apply multiple targeting methods to a single ad, Google applies all of them, which can restrict impressions substantially. For example, if you target a specific age, keyword, and channel simultaneously, your ad will only show when all of those targets match your ad at the same time.

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