YouTube targeting by Joe Martinez

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The document discusses strategies for using YouTube and Google advertising platforms more effectively, including: 1. Using event tracking and remarketing to target audiences who watched specific videos with related video ads. 2. Leveraging customer match to target people across devices based on email, phone or other data, and segmenting those lists. 3. Creating custom intent and affinity audiences based on search terms, interests and behaviors to find new customers. 4. Excluding placements like kids' channels to avoid wasting ad spend.

Marketing

@ClixMarketing #SEMrush@MilwaukeePPC
Better Remarketing
with Event Tracking!
YouTube Video
Trigger from Simo
Ahava
bit.ly/youtube-trigger

@ClixMarketing #SEMrush@MilwaukeePPC
Google Tag
Manager has custom
YouTube variables!

@ClixMarketing #SEMrush
THIS WORKS FOR
ANY EMBEDDED
YOUTUBE VIDEO
@MilwaukeePPC

@ClixMarketing #SEMrush@MilwaukeePPC
We Can Create Audiences from Event Tracking

@ClixMarketing #SEMrush@MilwaukeePPC
If visitors to the
site watched a
video of a
specific
instructor…
Remarket to
them with more
videos of that
instructor.

@ClixMarketing #SEMrush@MilwaukeePPC
If users watched
videos with the
word “yoga” in
the video title?
Show them more
yoga videos!

@ClixMarketing #SEMrush@MilwaukeePPC
These users only
care about
indoor cycling.
I think you get
the point now.

@ClixMarketing #SEMrush
CUSTOMER MATCH
@MilwaukeePPC

@ClixMarketing #SEMrush@MilwaukeePPC
Target Email, Phone, and/or Mailing Address

@ClixMarketing #SEMrush@MilwaukeePPC
Best Part – Customer Lists Never Expire!
NEVER

@ClixMarketing #SEMrush@MilwaukeePPC
Think of All the Ways You Can Segment Your Lists
Gender
Purchase
History Age
Location
Stage of the
Funnel Interests

@ClixMarketing #SEMrush@MilwaukeePPC
If you don’t have
a big enough
audience with
current users, it’s
time to cast a
wider net.

@ClixMarketing #SEMrush
USE CUSTOM INTENT
AUDIENCES FIRST
@MilwaukeePPC

@ClixMarketing #SEMrush@MilwaukeePPC
“Custom intent audiences can help
you reach new customers on YouTube
based on the terms they use to search
for your products or services on
Google.com.”
Source: https://support.google.com/google-ads/answer/2497941?hl=en

@ClixMarketing #SEMrush@MilwaukeePPC
Start with Converting Search Queries
*Then try converting keywords. Yes, they are two different targets.*

@ClixMarketing #SEMrush@MilwaukeePPC
Competitor Terms

@ClixMarketing #SEMrush@MilwaukeePPC
Localized Terms (Might Not Apply to Every Account)

@ClixMarketing #SEMrush@MilwaukeePPC
Top Selling Products in Google Analytics

@ClixMarketing #SEMrush@MilwaukeePPC
Site Search Queries

@ClixMarketing #SEMrush@MilwaukeePPC
Video Campaign Structure for Custom Intent Audiences

@ClixMarketing #SEMrush@MilwaukeePPC
Important Info About Custom Intent Audiences on YouTube
• Google recommends adding at least 50
keywords for better accuracy
• Sensitive keywords serve contextually only or
may not get served at all
• All keywords are treated as pure, broad match

@ClixMarketing #SEMrush
CUSTOM AFFINITY
@MilwaukeePPC

@ClixMarketing #SEMrush@MilwaukeePPC
Pretend Client:
Golf Club Company

@ClixMarketing #SEMrush@MilwaukeePPC
Here Are My Options for Basic, Affinity Audiences

@ClixMarketing #SEMrush@MilwaukeePPC
Source: https://support.google.com/google -ads/answer/2497941?hl=en
Affinity Audiences Are Very Broad

@ClixMarketing #SEMrush@MilwaukeePPC
Try Custom Affinity Audiences

@ClixMarketing #SEMrush@MilwaukeePPC
Source: https://support.google.com/google -ads/answer/2497941?hl=en
Endless Combinations at Your Fingertips

@ClixMarketing #SEMrush@MilwaukeePPC
Test Competitor Names & URLs

@ClixMarketing #SEMrush@MilwaukeePPC
Test Industry Publications

@ClixMarketing #SEMrush@MilwaukeePPC
Test Industry Trade Shows, Events, Etc.

@ClixMarketing #SEMrush@MilwaukeePPC
Test Appropriate Behaviors

@ClixMarketing #SEMrush@MilwaukeePPC
Get Traffic Estimates

@ClixMarketing #SEMrush@MilwaukeePPC
Change is
coming…
Announced at
Google Marketing
Live, Custom
Intent and Custom
Affinity will soon
be combined to
just “Custom
Audiences.”

@ClixMarketing #SEMrush
ACTUAL WEBSITES
@MilwaukeePPC

@ClixMarketing #SEMrush@MilwaukeePPC
A common
misconception is
video ads from
Google can only
be shown on
YouTube.

@ClixMarketing #SEMrush@MilwaukeePPC
Remember
results will show
all Display
Network
placements. Not
just URLs with
only video ad
space.
You Can Search for Display Network Placements

@ClixMarketing #SEMrush@MilwaukeePPC
YouTube Placement Targeting Isn’t Always Exact

@ClixMarketing #SEMrush@MilwaukeePPC
“Google killed
off Display
Planner. We
can’t see which
sites have video
ad space. What
should I do,
Joe?”

@ClixMarketing #SEMrush@MilwaukeePPC
Review current
placement
performance
from other
YouTube
campaigns in
Google Ads.

@ClixMarketing #SEMrush@MilwaukeePPC
And while we’re reviewing where our ads were actually shown…

@ClixMarketing #SEMrush@MilwaukeePPC
This Happens in EVERY Account I’ve Seen
People give their
phones and
tablets to their
kids.
And you’re
wasting money.

@ClixMarketing #SEMrush@MilwaukeePPC
Sorry Timmy. No
more of my ads
for you!
I created a list of
over 1,300 kids
channels for you
to exclude from
your video
campaigns.
Get the list on the Clix Marketing Blog - bit.ly/no-more-kids-channels

@ClixMarketing #SEMrush
YOUR DEVICE OPTIONS
HAVE GROWN
@MilwaukeePPC

@ClixMarketing #SEMrush@MilwaukeePPC
TV Screen Device Category Launched in October 2018
Source: https://support.google.com/google-ads/answer/9163453?hl=en

@ClixMarketing #SEMrush@MilwaukeePPC
You Can Review TV Screen Performance In the Devices Report
But the Devices report doesn’t give us all
of the good columns for video campaigns

@ClixMarketing #SEMrush@MilwaukeePPC
You Can Segment by Device in the Campaigns View
Now we can get better data, but we can’t make bid adjustments.

@ClixMarketing #SEMrush@MilwaukeePPC
YouTube Studio Has Decent Insights Too, But Only for All Videos

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When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker. Key Takeaways: - New framework for examining and safeguarding an online reputation - Tools and techniques to keep you a step ahead - Practical examples that demonstrate when to act, how to act and how to recover

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When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\ Key Takeaways: - New framework for examining and safeguarding an online reputation - Tools and techniques to keep you a step ahead - Practical examples that demonstrate when to act, how to act and how to recover

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1. @ClixMarketing #SEMrush YOUR AUDIENCE IS ON YOUTUBE LET’S FIND THEM @MilwaukeePPC

2. @ClixMarketing #SEMrush YES, WE HAVE REMARKETING @MilwaukeePPC

3. @ClixMarketing #SEMrush@MilwaukeePPC Better Remarketing with Event Tracking! YouTube Video Trigger from Simo Ahava bit.ly/youtube-trigger

4. @ClixMarketing #SEMrush@MilwaukeePPC Google Tag Manager has custom YouTube variables!

5. @ClixMarketing #SEMrush THIS WORKS FOR ANY EMBEDDED YOUTUBE VIDEO @MilwaukeePPC

6. @ClixMarketing #SEMrush@MilwaukeePPC We Can Create Audiences from Event Tracking

7. @ClixMarketing #SEMrush@MilwaukeePPC Hypothetical Example: Fitness Client If someone watches a specific video, why would we remarket with a generic, brand video first?

8. @ClixMarketing #SEMrush@MilwaukeePPC If visitors to the site watched a video of a specific instructor… Remarket to them with more videos of that instructor.

9. @ClixMarketing #SEMrush@MilwaukeePPC If users watched videos with the word “yoga” in the video title? Show them more yoga videos!

10. @ClixMarketing #SEMrush@MilwaukeePPC These users only care about indoor cycling. I think you get the point now.

11. @ClixMarketing #SEMrush CUSTOMER MATCH @MilwaukeePPC

12. @ClixMarketing #SEMrush@MilwaukeePPC Target Email, Phone, and/or Mailing Address

13. @ClixMarketing #SEMrush@MilwaukeePPC Best Part – Customer Lists Never Expire! NEVER

14. @ClixMarketing #SEMrush@MilwaukeePPC Think of All the Ways You Can Segment Your Lists Gender Purchase History Age Location Stage of the Funnel Interests

15. @ClixMarketing #SEMrush@MilwaukeePPC If you don’t have a big enough audience with current users, it’s time to cast a wider net.

16. @ClixMarketing #SEMrush USE CUSTOM INTENT AUDIENCES FIRST @MilwaukeePPC

17. @ClixMarketing #SEMrush@MilwaukeePPC “Custom intent audiences can help you reach new customers on YouTube based on the terms they use to search for your products or services on Google.com.” Source: https://support.google.com/google-ads/answer/2497941?hl=en

18. @ClixMarketing #SEMrush@MilwaukeePPC Start with Converting Search Queries *Then try converting keywords. Yes, they are two different targets.*

19. @ClixMarketing #SEMrush@MilwaukeePPC Competitor Terms

20. @ClixMarketing #SEMrush@MilwaukeePPC Localized Terms (Might Not Apply to Every Account)

21. @ClixMarketing #SEMrush@MilwaukeePPC Top Selling Products in Google Analytics

22. @ClixMarketing #SEMrush@MilwaukeePPC Site Search Queries

23. @ClixMarketing #SEMrush@MilwaukeePPC Video Campaign Structure for Custom Intent Audiences

24. @ClixMarketing #SEMrush@MilwaukeePPC Important Info About Custom Intent Audiences on YouTube • Google recommends adding at least 50 keywords for better accuracy • Sensitive keywords serve contextually only or may not get served at all • All keywords are treated as pure, broad match

25. @ClixMarketing #SEMrush CUSTOM AFFINITY @MilwaukeePPC

26. @ClixMarketing #SEMrush@MilwaukeePPC Pretend Client: Golf Club Company

27. @ClixMarketing #SEMrush@MilwaukeePPC Here Are My Options for Basic, Affinity Audiences

28. @ClixMarketing #SEMrush@MilwaukeePPC Source: https://support.google.com/google -ads/answer/2497941?hl=en Affinity Audiences Are Very Broad

29. @ClixMarketing #SEMrush@MilwaukeePPC Try Custom Affinity Audiences

30. @ClixMarketing #SEMrush@MilwaukeePPC Source: https://support.google.com/google -ads/answer/2497941?hl=en Endless Combinations at Your Fingertips

31. @ClixMarketing #SEMrush@MilwaukeePPC Test Competitor Names & URLs

32. @ClixMarketing #SEMrush@MilwaukeePPC Test Industry Publications

33. @ClixMarketing #SEMrush@MilwaukeePPC Test Industry Trade Shows, Events, Etc.

34. @ClixMarketing #SEMrush@MilwaukeePPC Test Appropriate Behaviors

35. @ClixMarketing #SEMrush@MilwaukeePPC Get Traffic Estimates

36. @ClixMarketing #SEMrush@MilwaukeePPC Change is coming… Announced at Google Marketing Live, Custom Intent and Custom Affinity will soon be combined to just “Custom Audiences.”

37. @ClixMarketing #SEMrush ACTUAL WEBSITES @MilwaukeePPC

38. @ClixMarketing #SEMrush@MilwaukeePPC A common misconception is video ads from Google can only be shown on YouTube.

39. @ClixMarketing #SEMrush@MilwaukeePPC Remember results will show all Display Network placements. Not just URLs with only video ad space. You Can Search for Display Network Placements

40. @ClixMarketing #SEMrush@MilwaukeePPC YouTube Placement Targeting Isn’t Always Exact

41. @ClixMarketing #SEMrush@MilwaukeePPC “Google killed off Display Planner. We can’t see which sites have video ad space. What should I do, Joe?”

42. @ClixMarketing #SEMrush@MilwaukeePPC Review current placement performance from other YouTube campaigns in Google Ads.

43. @ClixMarketing #SEMrush@MilwaukeePPC And while we’re reviewing where our ads were actually shown…

44. @ClixMarketing #SEMrush@MilwaukeePPC This Happens in EVERY Account I’ve Seen People give their phones and tablets to their kids. And you’re wasting money.

45. @ClixMarketing #SEMrush@MilwaukeePPC Sorry Timmy. No more of my ads for you! I created a list of over 1,300 kids channels for you to exclude from your video campaigns. Get the list on the Clix Marketing Blog - bit.ly/no-more-kids-channels

46. @ClixMarketing #SEMrush YOUR DEVICE OPTIONS HAVE GROWN @MilwaukeePPC

47. @ClixMarketing #SEMrush@MilwaukeePPC TV Screen Device Category Launched in October 2018 Source: https://support.google.com/google-ads/answer/9163453?hl=en

48. @ClixMarketing #SEMrush@MilwaukeePPC You Can Review TV Screen Performance In the Devices Report But the Devices report doesn’t give us all of the good columns for video campaigns

49. @ClixMarketing #SEMrush@MilwaukeePPC You Can Segment by Device in the Campaigns View Now we can get better data, but we can’t make bid adjustments.

50. @ClixMarketing #SEMrush@MilwaukeePPC YouTube Studio Has Decent Insights Too, But Only for All Videos

51. @ClixMarketing #SEMrush@MilwaukeePPC YouTube Studio Has Decent Insights Too, But Only for All Videos

YouTube targeting by Joe Martinez

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