Show your ad on YouTube

If you'd like your ads to benefit from the hundreds of millions of views on YouTube, we can help! You can currently target any ad format -- image, video, and text -- to different placements on the YouTube site, as well as specific content categories like Science & Technology or Education. You can also exclude specific content on the YouTube site from appearing with your ads.

Tip

If you're interested in using video formats specifically designed for reaching viewers on YouTube plus the greater Google Display Network, you can create a video ad with the AdWords for video campaign manager.

Try it out at https://adwords.google.com/video or read our help articles to learn more. You can also check out this AdWords for video overview (English only).

Targeting categories, channels, and pages on YouTube with managed placements

To add YouTube as a managed placement:

  1. Sign in to your AdWords account at https://adwords.google.com.
  2. Click the Campaigns tab at the top. Campaigns tab
  3. Go to your Display Network tab and click + Targeting, which is located above the graph.
  4. Select an ad group.
  5. Click the "Add targeting" drop-down menu and select "Placements."
  6. Type youtube.com in the text box. Click Search and then the double arrows » to add this placement.
  7. Click Close and then Save.

Tip

We understand that your content may not fit exactly into an existing YouTube content category. In these cases, try to pick the most likely match. For example, you may create an ad for budget student travel while your site is geared toward a money-saving lifestyle for students in general. Targeting your ad to the Travel & Events category would still be relevant to customers visiting YouTube.

Creating exclusions for your YouTube-targeted campaign

You can use YouTube video and channel exclusions to control where and when your ads appear by enabling not only the exclusion of channel pages but also individual video content.

Tips

  • We recommend that you use exclusions reactively. It's useful if you're trying to optimize a campaign by excluding certain video or channel content that doesn't convert well for you. This feature can also be used to ensure your ads appear with brand-appropriate content.
  • This feature is available in all countries wherever advertisers can serve ads on YouTube. However, you'll need to set up your campaigns by country.
Add exclusions to a new campaign
  1. Sign in to your AdWords account at https://adwords.google.com.
  2. Click the Campaigns tab at the top. Campaigns tab
  3. Go to your Display Network tab and click + Targeting, which is located above the graph.
  4. Click either the "Add ad group exclusions" or "Add campaign exclusions" drop-down menu and select "Placements."
  5. Type a placement in the box, entering just one placement per line. You can exclude up to 10,000 placements per campaign.
    • Videos: Use the URL format www.youtube.com/video/[VIDEO ID]. For example: www.youtube.com/video/12345abcdefgHIJ where 12345abcdefgHIJ is the ID of the video. You can find the ID of the video by looking at the URL of the actual video while watching it on YouTube: http://www.youtube.com/watch?v=12345abcdefgHIJ. (The video ID is the long alpha-numeric code within the Watch page URL after "v=".)
    • Channel pages: Enter the URL of the channel. For example: www.youtube.com/user/UserName. To exclude all the video content within a channel, you'll need to exclude each video individually.
  6. Click Close and then Save.
Add exclusions to an existing campaign while reviewing a campaign URL Report
  1. Click the Campaigns tab, then select the specific campaign where you'd like to exclude YouTube placements from the navigation menu.
  2. Go to your Display Network tab and select the Placements tab above the graph to see the performance of these placements for your campaign.
  3. Click See details, and then click All.
  4. Identify the placements (URLs) you'd like to exclude.
    • Videos: These will appear as www.youtube.com/video/[VIDEO ID]. To exclude all the video content within a channel, you'll need to exclude each video individually.
    • Channel pages: These will appear as www.youtube.com/user/[INSERT PARTNER NAME].
  5. Select the relevant placements to exclude and click Exclude placements above the table.
Exclude your ads from appearing with content intended for certain viewer age groups

If you'd like to keep your ads from appearing in certain video-specific placements, you can exclude any of these categories with site category options:

  1. Click the Campaigns tab, then select the specific campaign where you'd like to exclude certain viewer age groups from the navigation menu.
  2. Go to your Display Network tab and scroll to "Site category options" at the bottom of the page.
  3. Click + Options. In the panel that opens, look for "Video content" and set any of these options to "Excluded" .
  4. Click Close and then Done.

General video content categories on the Display Network

  • In-video: Select this option to prevent your ads from appearing on in-video placements.
  • In-video (publisher-embedded only): Web publishers have the option to embed video content they've found on a Display Network site onto their own sites. This embedded video will still feature AdWords ads targeted to the Display Network. Choosing this option will prevent your ad from appearing within embedded videos, but your ad will remain eligible to appear across video publisher sites on the Display Network.
  • Video-sharing pages: Choose this option to prevent your ads from appearing on pages where people can upload and view videos.
  • Live-streaming video: Select this option to prevent your ads from appearing on footage of a live event streamed over the Internet.

Digital content labels and YouTube

With digital content labels, you can further control the videos where your ads may appear against across the Display Network (including YouTube). You can exclude videos with the following digital content labels:

  • DL-G: General audiences
  • : Most audiences with parental guidance
  • DL-T: Teen and older audiences
  • DL-MA: Mature audiences
  • Content not yet labeled

Example

Let's say that for your "make your own burger" Happy Burgers promotion video ad, you want to be sure your ads don't show up within video placements that are on sites intended for adult audiences. For example, you might not want your ad to show up on a site featuring alcohol or adult topics. You can exclude your ad from appearing against videos with the digital content label "DL-MA."

Next steps

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