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 find the following improvements in Google Ads:

• New audience reporting
  Detailed reporting about audience demographics, segments, and exclusions is now consolidated in one place. Click the Campaigns icon and open the “Audiences, keywords and content” tab and click Audiences. 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 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

Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the "Appearance" icon, and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page you’re searching for.

Add demographic targeting

1. In your Google Ads account, click the Campaigns icon .
2. Click the Audiences, keywords, and content drop down in the section menu.
3. Click Audiences.
4. In the “Demographics” module, select Edit demographics.
5. A pop-up window named "Select an ad group" will appear. 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.
6. Check the box next to the specific demographic segment that you want to include in the ad group. You can update these demographic segments:
   • Gender
   • Age
   • Parental status
   • Household income (only available in select countries)
7. Click Save demographics.

Add detailed demographics

1. In your Google Ads account, click the Campaigns icon .
2. Click the Audiences, keywords, and content drop down in the section menu.
3. Click Audiences.
4. In the “Audiences segment” module, select Edit audience segments.
5. Click Ad group from the "Select level for editing audience segments" list.
6. A pop-up window named "Select an ad group" will appear. 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.
7. Use the Browse option to find and select the segments that you want to target.
8. 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.
9. Check the box next to each detailed demographic that you want to include in the ad group.
10. Click Save.

Add interest (affinity or in-market segment) targeting

 

1. In your Google Ads account, click the Campaigns icon .
2. Click the Audiences, keywords, and content drop down in the section menu.
3. Click Audiences.
4. In the “Audience segments” module, select Edit audience segments.
5. Click Ad group from the "Select level for editing audience segments" list.
6. A pop-up window named "Select an ad group" will appear. 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.
7. Use the Browse option to find and select the segments that you want to target.
8. 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.
9. Click Save.

Add your data and similar segments

1. In your Google Ads account, click the Campaigns icon .
2. Click the Audiences, keywords, and content drop down in the section menu.
3. Click Audiences.
4. In the “Audience segments” module, select Edit audience segments.
5. Click Ad group from the "Select level for editing audience segments" list.
6. A pop-up window named "Select an ad group" will appear. 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.
7. Use the Browse option to find and select the segments that you want to target.
8. 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.
9. 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.

To help you reach more potential customers, your ads will now show on content that matches any of the topics, placements, or Display/Video/Search keywords you target. For example, if you targeted “bikes” as a topic and “cycling” as a Display/Video/Search keyword, your ads will show on content that matches either.

You’ll also notice contextual targeting simplified into a single page in Google Ads, so you can manage all content targeting types (Topics, Placements, Display/Video keywords, and Exclusions) in a single view. The new page can be found in the “Content” section under Campaigns on the left-side navigation menu.

Placements

1. In your Google Ads account, click the Campaigns icon .
2. Click the Audiences, keywords, and content drop down in the section menu.
3. Click Content, then select Placements.
4. Click the pencil icon .
5. 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.
6. 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.
7. Check the box next to each placement that you want to target.
8. 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. In your Google Ads account, click the Campaigns icon .
2. Click the Campaigns drop down in the section menu.
3. Click Campaigns.
4. Select the Video campaign you want to add topics to.
5. Click the Audiences, keywords, and content drop down in the section menu.
6. Click Content, then select Topics.
7. Click the pencil icon .
8. 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.
9. Check the box next to each topic that you want to target.
10. Click Save.

Keywords

1. In your Google Ads account, click the Campaigns icon .
2. Click the Campaigns drop down in the section menu.
3. Click Campaigns.
4. Select the Video campaign you want to add keywords to.
5. Click the Audiences, keywords, and content drop down in the section menu.
6. Click Content, then select Display/video keywords.
7. Click on the plus icon .
8. 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.
9. 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.
10. Click Save.

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. In your Google Ads account, click the Campaigns icon .
2. Click the Audiences, keywords, and content drop down in the section menu.
3. Click Locations.
4. Click the pencil icon .
5. Click Select a campaign, then choose the campaign.
6. 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.
7. Click Save.

Add languages

1. In your Google Ads account, click the Campaigns icon .
2. Click the Campaigns drop down in the section menu.
3. Click Campaigns.
4. Below the "Campaigns" heading, you'll see 3 tabs. Click Settings.
5. Check the box next to the campaign in the table.
6. Select Edit from the blue bar that appears above the table to open a drop-down menu.
7. Select Change languages.
8. Type or select a language.
9. Click Apply.

Add device targeting

1. In your Google Ads account, click the Campaigns icon .
2. Click the Campaigns drop down in the section menu.
3. Click Campaigns.
4. Below the "Campaigns" heading, you'll see 3 tabs. Click Settings.
5. Select the campaign that you want to update.
6. Expand the Additional settings section, then expand the Devices section.
7. 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).
8. 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

To help you reach more potential customers, your ads will now show on content that matches any of the topics, placements, or Display/Video/Search keywords you target. For example, if you targeted “bikes” as a topic and “cycling” as a Display/Video/Search keyword, your ads will show on content that matches either.

You’ll also notice contextual targeting simplified into a single page in Google Ads, so you can manage all content targeting types (Topics, Placements, Display/Video keywords, and Exclusions) in a single view. The new page can be found in the “Content” section under Campaigns on the left-side navigation menu.

 

1. In your Google Ads account, click the Campaigns icon .
2. Click the Audiences, keywords, and content drop down in the section menu.
3. Click Audiences.
4. In the “Exclusions” module, select Edit exclusions.
5. Click Campaign or Ad group from the "Select level for editing audience segments" list.
6. 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.
7. Use the “Search” and “Browse” options to find and select the segments that you want to exclude.
8. Click the checkbox next to the segment you'd like to exclude. This will remove them from your targeting.
9. 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