Use your data segments to advertise on YouTube

To provide a comprehensive and consolidated view of your audiences and make audience management and optimisation 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 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.

You can show personalised ads on YouTube, Search, Shopping and Gmail to people who've seen your YouTube videos or have interacted with your YouTube channel. This article explains how to use your data segments in your campaigns.

Before you begin

yes, confirmed Link your YouTube channels to your Google Ads account.
yes, confirmed Enable your data while linking YouTube channels to your Google Ads accounts.
yes, confirmed

Check if personalised ads are turned on in your YouTube account settings. If personalised ads are turned off, targeting viewers who interacted with your YouTube channel won't work.

yes, confirmed Make sure that the videos used to build your data segments are compliant with the personalised advertising policy.
yes, confirmed Check if the YouTube channel and video content is marked as made for kids. Any videos with sensitive content won’t be eligible.
yes, confirmed Make sure that the list status is set to 'Open' and that you have a minimum of 1,000 active visitors or users on the list. Learn more about your data segments.
yes, confirmed If the list size is decreasing, check if the membership duration has expired. For example, if you set the membership duration to 30 days, users will stay on your data segment for a maximum of 30 days.
yes, confirmed Keep your targeting broad. If you use more than one targeting method at a time, Google Ads will apply them all in your campaign, which may restrict your impressions significantly.
Note: Some data segments are limited to only certain campaigns.


Create a data segment with your YouTube users

  1. If you haven't already, link your YouTube and Google Ads accounts.
  2. Click the tools icon Google Ads | tools [Icon] in the top right-hand corner of your screen.
  3. Under the section labelled 'Shared library', click Audience manager.
  4. Click the plus button , then click YouTube users.
  5. Enter a name for your audience.
  6. Click the 'List members' drop-down menu and choose the users that you’d like to include in the audience segment. For example, you can choose users who watched a video from your channel or who subscribed to your channel.
  7. Select a YouTube channel linked to your Google Ads account.
  8. Expand the 'Pre-fill options' section, then choose how you want to populate your list. You can pre-fill the list with users who match the actions that you previously selected within the past 30 days, or you can start with an empty list.
  9. Expand the 'Membership duration' section, then enter the number of days that someone stays in your audience segment. The maximum membership duration is 540 days.
  10. Click Create.

After your data segment has gained interactions from at least 1,000 viewers, you can use it for your campaigns. Select one of your data segments that you want to use while creating a new campaign or as a target for an existing Video campaign.

Add a data segment with YouTube users to existing ad groups or campaigns

  1. Select Audiences.
  2. Click the pencil icon Edit .
  3. Select Campaign or Ad group from the drop-down menu.
  4. Click Select a campaign.
  5. Select the ad group or campaign that you want to add your data segment to.
  6. Choose Targeting or Observation.
  7. Select the segment that you want to target and check the specific boxes related to the chosen segment.
  8. Click Save.

If your Google Ads account is overseen by a manager account, linking your YouTube channel will allow the Google Ads manager account to access your YouTube channel metrics. If you have set up data segment sharing in your Google Ads account, a manager account can share your data segments that you’ve created with its other managed accounts.

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