Add targeting to your video campaigns

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.

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

Instructions

Add demographic targeting

  1. From the page menu along the left, click Demographics.
    • Note that all demographics are targeted by default. You only need to edit a demographic if you wish to exclude those users from seeing your ad.
  2. From the page menu along the top within Demographics, click the specific demographic group you want to edit:
    • Age
    • Gender
    • Parental status
    • Household income
    • Combinations
    • Exclusions
  3. Add (or exclude) specific demographic groups in the table by changing the status of the dot. A green dot will appear next to the demographic groups that are targeted, and a red dot will appear next to demographic groups that are excluded.

Add detailed demographics

  1. From the page menu along the left, click Audiences.
  2. Click the pencil icon .
  3. Under “All audiences,” click Detailed demographics.
  4. Under “Detailed demographics,” click on the name of the demographic to open a list of specific demographics for that group.
  5. You can add new detailed demographics by clicking the checkbox next to each audience you are adding.
  6. Repeat steps 4 and 5 until you have selected every detailed demographic segment you want to add to your campaign.
  7. Click Save to add your chosen demographics to your campaign.

Add interest (affinity or in-market audience) targeting

  1. From the page menu along the left, click Audiences.
  2. Click on the pencil icon Edit.
  3. You can create a new audience segment or add previously created audiences to your campaigns or ad groups by clicking the checkbox next to the “Audience” column. 
  4. Under "Add to" select "Campaign" or "Ad group" depending on which level you want to apply the audiences.
  5. Select a remarketing list by checking the box next to it. To select all remarketing lists, click the checkbox near the "Audience" column header.
  6. Next to “Add to” select either “Select a campaign” or “Select an ad group,” depending on which “Add to” option you have previously selected. 
  7. For the option to add to a campaign:
    1. Select the campaign which you’d like to target your list.
    2. Choose the targeting method of “Targeting.” To learn more about targeting options, read About Targeting and Observations for Display Network campaigns.
    3. (Optional) Add additional affinity audiences or in-market audiences to your campaign.
  8. For the option to add to an ad group:
    1. Select a campaign and then an ad group.
    2. Choose the targeting method of “Targeting." To learn more about targeting options, read About Targeting and Observations for Display Network campaigns.
    3. (Optional) Add additional affinity audiences or in-market audiences to your ad group.
  9. Click Save.

Add remarketing list targeting

  1. From the page menu along the left, click Audiences.
  2. Click on the pencil icon Edit.
  3. You can add previously created audiences to your campaigns or ad groups by clicking the checkbox next to the “Audience” column. 
  4. Under "Add to" select "Campaign" or "Ad group" depending on which level you want to apply the audiences.
  5. Select a remarketing list by checking the box next to it. To select all remarketing lists, click the checkbox near the "Audience" column header.
  6. Next to “Add to” select either “Select a campaign” or “Select an ad group,” depending on which “Add to” option you have previously selected. 
  7. For the option to add to a campaign:
    1. Select the campaign which you’d like to target your list.
    2. Choose the targeting method of “Targeting.” To learn more about targeting options, read About Targeting and Observations for Display Network campaigns.
    3. (Optional) Add additional remarketing lists to your campaign.
  8. For the option to add to an ad group:
    1. Select a campaign and then an ad group.
    2. Choose the targeting method of “Targeting.” To learn more about targeting options, read About Targeting and Observations for Display Network campaigns.
    3. (Optional) Add additional remarketing lists to your ad group.
  9. Click Save.
If you use YouTube music channels subscribers or visits for remarketing, you’ll have to verify that you’re linked to the right channel. Learn more

Add placement targeting

  1. From the page menu along the left, click Placements.
  2. Click on the plus icon .
  3. Add URLs or search for the YouTube placements and Display Network placements you want.
  4. You can create a new placement, or add previously created placements to your ad groups by clicking the checkbox next to the “Placement” column.
  5. Click the pencil icon Edit next to "Select an ad group."
  6. Select the campaign and the ad groups that you’d like to add placement targeting. 
  7. Choose from YouTube channels, YouTube videos, Websites, Apps, and/or App categories. 
  8. Click Save.
If you target certain YouTube music artist channels you may have to verify which videos will be included. Learn more

Add topic targeting

  1. From the page menu along the left, click Topics.
  2. Click on the pencil icon Edit.
  3. You can add previously created audiences to your campaigns or ad groups by clicking the checkbox next to the “Topic” column. 
  4. Click the pencil icon Edit next to "Select an ad group."
  5. Select the campaign and the ad groups that you’d like to add topic targeting. 
  6. Choose the topics you’d like to add. 
  7. Click Save.

Add keyword targeting

  1. From the page menu along the left, click Keywords.
  2. Click on the plus icon .
  3. Click the pencil icon Edit next to "Select an ad group."
  4. Select the campaign and the ad groups that you’d like to add keywords to.
  5. Choose the keywords you’d like to add.
    1. Type or paste your keywords into the box on the left.
    2. 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 will only show 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).

You can see the networks you’re currently targeting by selecting All campaigns on the left hand navigation menu and then clicking Settings. This gives you an overview of the settings across your campaigns. If you are interested in using keywords to target based on user signals, you can use custom intent audiences.

Add locations

  1. From the page menu along the left, click Locations.
  2. Click the pencil icon Edit.
  3. Click the pencil icon Edit next to "Select a campaign," then choose the campaign you’d like to edit.
  4. In the menu along the top, choose whether you’d like to target or exclude specific locations for your campaign.
  5. Add your desired locations, or a radius around a specific location. 
    1. Locations can be cities, postal codes, countries, counties, states, districts, airports, or regions. 
    2. Radius isn’t available for excluding location targeting.
  6. Click Save.

Add languages

  1. From the page menu along the left, click Settings.
  2. Select a campaign by checking the box next to it. To select all campaigns, click the checkbox near the "Campaign" column header.
  3. Select Edit from the blue bar that appears above the table to open a drop down menu.
  4. Select Change languages.
  5. Type or select a language.
  6. Click Apply.

Add device targeting

For Video campaigns:

  1. Sign in to Google Ads
  2. Click Campaigns in the Page menu
  3. Select one of your video  campaigns
  4. Click Devices in the Page menu
  5. Hover over the device type you want to target
  6. Click the pencil icon in the Bid adj. column
  7. Select Increase or Decrease from the drop down
  8. Enter the percentage you want to adjust targeting by
  9. 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. Click the Video campaigns in the navigational panel, and then click Campaigns from the page menu on the left.
  3. Click the pencil icon Edit next to the video campaign you want to edit.
  4. If you want to add an exclusion to a specific ad group, select the ad group you want to edit in Ad groups from the page menu on the left.
  5. From the page menu on the left, select the targeting method you’d like to add an exclusion to: Keywords. Audiences, Demographics, Topics, Placements, or Locations.
  6. Click “Exclusions” in the page menu on the top of each targeting method
  7. Follow the steps to add exclusions, and then click Save.
If you exclude certain YouTube music artist channels you may have to verify which videos will be included. Learn more
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