Add targeting to your Video campaigns

To provide a comprehensive and consolidated view of your Audiences and make audience management and optimization simpler, you’ll see the following improvements in Google Ads:

  • New audience reporting
    Detailed reporting about audience demographics, segments, and exclusions is now consolidated in one place, the “Audiences” tab within the left page navigation menu. You can also easily manage your Audiences from this report page. Learn more About Audience reporting
  • New terms
    We’re using new terms on your audience report and throughout Google Ads. For example, “audience types” (these include similar, custom, in-market, and affinity) are now referred to as audience segments and “remarketing” is now referred to as “your data”. Learn more about the Updates to Audience terms and phrases

With a variety of targeting methods available for your campaigns, you can reach your ideal audience based on who they are, what they're interested in, or what content they're viewing.

This article explains the steps you need to follow to add, or exclude, targeting methods to ad groups in a Video campaign.

Before you begin

If you aren’t familiar with the targeting methods available for Video campaigns, consider reviewing About targeting for Video campaigns before getting started.

Note: Use Audience manager to add audience criteria for your video ads at the campaign level, if the campaign supports it.

It's important to know that each targeting method you add will narrow, not widen, your targeting.

Instructions

Add demographic targeting

  1. Sign in to your Google Ads account.
  2. Click the Audiences tab in the left page menu.
  3. In the “Demographics” module, select Edit demographics.
  4. Click Select an ad group and then select a campaign and ad group from the list that appears. You can also search for the campaign or ad group you want to update.
  5. Check the box next to the specific demographic segment that you want to include in the ad group. You can update these demographic segments:
  6. Click Save demographics.

Add detailed demographics

  1. Sign in to your Google Ads account.
  2. From the page menu along the left, select Audiences.
  3. In the “Audiences segment” module, select Edit audience segments.
  4. Click Select an ad group and then select a campaign and ad group from the list that appears. You can also search for the campaign or ad group you want to update.
  5. Use the Browse option to find and select the segments that you want to target.
  6. Under “Who they are (Detailed demographics),” click on the name of the demographic to open a list of specific demographics for that group.
    Note: You may need to select “Other segments” first to locate the “Who they are (Detailed demographics)” option.
  7. Check the box next to each detailed demographic that you want to include in the ad group.
  8. Click Save.

Add interest (affinity or in-market segment) targeting

  1. Sign in to your Google Ads account.
  2. From the page menu along the left, select Audiences.
  3. In the “Audience segments” module, select Edit audience segments.
  4. Click Select an ad group and then select a campaign and ad group from the list that appears. You can also search for the campaign or ad group you want to update.
  5. Use the Browse option to find and select the segments that you want to target.
  6. Add your affinity or in-market segment to the ad group.
    • For affinity: Under “What their interests and habits are (Affinity)”, check the box next to each affinity segment that you want to include in the ad group.
    • For in-market: Under “What they are actively researching or planning (In-market and life events)”, check the box next to each in-market segment that you want to include in the ad group.
  7. Click Save.

Add your data and similar segments

  1. Sign in to your Google Ads account.
  2. From the page menu along the left, select Audiences.
  3. In the “Audience segments” module, select Edit audience segments.
  4. Click Select an ad group and then select a campaign and ad group from the list that appears. You can also search for the campaign or ad group you want to update.
  5. Use the Browse option to find and select the segments that you want to target.
  6. Under “How they have interacted with your business (Your data and similar segments)”, check the box next to each data or similar segment that you want to include in the ad group.
  7. Click Save.
If you use YouTube music channels subscribers or visits for your data segment, you’ll have to verify that you’re linked to the right channel. Learn more about changes to music artist channels on YouTube

Add content targeting

When your Video campaign is focused on conversions, keep your targeting as broad as possible to reach new and relevant viewers that are likely to convert. In particular, adding content targeting (keywords, topics, or placements) usually limits your campaign's ability to reach viewers who are likely to convert. Learn more about optimizing your campaign for conversions

You can add content targeting so that your video ads show with specific placements, topics, or keywords.

Placements

  1. Sign in to your Google Ads account.
  2. From the page menu along the left, select Placements.
  3. Click the pencil icon Edit.
  4. Click Select an ad group and then select a campaign and ad group from the list that appears. You can also search for the campaign or ad group you want to update.
  5. Select a placement type in the box that appears. Keep in mind that some placement types require you to search by a word, a phrase, a URL, or a video ID before you can include the placement type in your ad group:
    • Websites: Place your ads on specific websites. Requires a search in the placement box.
    • YouTube channels: Place your ads on specific YouTube Channels. Requires a search in the placement box.
    • Video lineups: Place your ads next to country-specific content for increased local relevance.
    • YouTube videos: Place your ads on specific YouTube videos. Requires a search in the placement box.
    • Apps: Place your ads in specific apps. Requires a search in the placement box.
    • App categories: Place your ads in specific apps that fit a category (for example, “Books”). Eligible app stores include the Apple App Store and Google Play. You don’t need to use the search field to narrow down your results if you choose this placement type.
  6. Check the box next to each placement that you want to target.
  7. Click Save.
If you target certain YouTube music artist channels you may have to verify which videos will be included. Learn more about changes to music artist channels on YouTube

Topics

  1. Sign in to your Google Ads account.
  2. From the page menu along the left, select Topics. (You may need to select More from the page menu first before you can select Topics.)
  3. Click the pencil icon Edit.
  4. Click Select an ad group and then select a campaign and ad group from the list that appears. You can also search for the campaign or ad group you want to update.
  5. Check the box next to each topic that you want to target.
  6. Click Save.

Keywords

  1. Sign in to your Google Ads account.
  2. From the page menu along the left, select Keywords > Display/Video Keywords.
  3. Click on the plus icon .
  4. Click Select an ad group and then select a campaign and ad group from the list that appears. You can also search for the campaign or ad group you want to update.
  5. Add keywords that you want to target.
    • Type or paste your keywords into the box on the left.
    • To get ideas, enter your landing page, a related website, or words or phrases that describe your product or service in the box on the right. Google Ads only shows keyword ideas that are relevant to your business.
  6. Click Save.
Keyword targeting behaves differently depending on the networks you target:
  • YouTube search results: We target the word or phrase people are using to search on YouTube.
  • YouTube videos and Google video partners on the Display Network: We target the webpage content (contextual targeting).
To view the networks that your campaign is currently targeting, visit the campaign’s settings menu in Google Ads. If you’re interested in using keywords to target based on user signals, you can use custom segments.

Add locations

  1. Sign in to your Google Ads account.
  2. From the page menu along the left, select Locations. (You may need to select More from the page menu first before you can select Locations.)
  3. Click the pencil icon Edit.
  4. Click Select a campaign, then choose the campaign.
  5. Add your location (or a radius around a specific location).
    • Location: You can add locations in bulk if you select that option. If not, just enter one location to target. Locations can be cities, postal codes, countries, counties, states, districts, airports, or regions.
    • Radius: You can set a target radius for where you want your ads to show. Enter a place name, address or coordinates.
  6. Click Save.

Add languages

  1. Sign in to your Google Ads account.
  2. From the page menu along the left, click Settings.
  3. Select Campaign settings.
  4. Check the box next to the campaign in the table.
  5. Select Edit from the blue bar that appears above the table to open a drop-down menu.
  6. Select Change languages.
  7. Type or select a language.
  8. Click Apply.

Add device targeting

  1. Sign in to your Google Ads account.
  2. From the page menu along the left, select Settings.
  3. Select Campaign settings.
  4. Select the campaign that you want to update.
  5. Expand the Additional settings section, then expand the Devices section.
  6. Select your device targeting option.
    • Show on all eligible devices (computers, mobile, tablet, and TV screens): Show your ads on all eligible devices that support your Video campaign type. This is the default setting for device targeting.
    • Set specific targeting for devices: Show your ads on specific devices (for example, only Android devices). You can also add advanced targeting for mobile devices (such as targeting by operating system, device models, and wireless network provider).
  7. Click Save.

Prevent your ads from showing in certain cases by using exclusions

You might find that your ad isn’t relevant to a particular topic or demographic group. If that's the case, consider adding the topic or demographic group as an exclusion. This can be useful when your video is most relevant to a specific demographic group and you want to target certain topics but exclude some viewers.

Exclude targeting for your video campaign or ad group

  1. Sign in to your Google Ads account.
  2. From the page menu along the left, select Audiences.
  3. In the “Exclusions” module, select Edit exclusions.
  4. Click Select an ad group and then select a campaign and ad group from the list that appears. You can also search for the campaign or ad group you want to update.
  5. Use the “Search” and “Browse” options to find and select the segments that you want to exclude.
  6. Click the checkbox next to the segment you'd like to exclude. This will remove them from your targeting.
  7. Click Save.
If you exclude certain YouTube music artist channels you may have to verify which videos will be included. Learn more about Changes to music artist channels on YouTube
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