Best practices tell you to create separate AdWords campaigns for Search and Content; in the content settings you also have the option to target the placements that you choose. If you have a specific product or service it might be to your benefit to set up a campaign targeting specific websites. YouTube channels can help you get in front of your target market. Most people overlook YouTube as they do not realize many people watch informational videos to learn things, catch up on something they have missed, or just browse the different videos.
I would recommend setting up a “shell” campaign in your AdWords account and choosing the Network settings: “Display network and relevant pages on the placements and audiences I manage.” From here customize your other settings; upload your ads, etc.
The next step is researching YouTube channels, videos or audiences that would be an appropriate fit for your product or service. Google has made this easy by creating a YouTube video targeting tool where you are able to narrow-in on your target customers and specifically advertise on URLs to selected videos, user channels or “Audiences based on demographics, interests, gender and age.”
The tool is located at www.google.com/videotargeting.
The YouTube video targeting tool walks you through the steps of finding specific placements within YouTube for your target customer. First you will be prompted to select an ad format and geography. Remember, this tool only helps you select the YouTube channels, audience or specific videos; you can still geo-target your actual AdWords content YouTube campaign in the AdWords settings.
For this example, I am going to be promoting a new self tanner that will not turn your body orange, but instead a deep bronze. There are a variety of different ways that I can target certain “stereotypes” of customers to create niche campaigns and utilize your advertising budget. First, I am going to target bodybuilders; competitive bodybuilders usually use some sort of fake self-tanner or airbrush before competitions.
To narrow down the full list of categories I am integrating a keyword search for “bodybuilding.” The categories containing bodybuilding channels will then be displayed to view the statistics and average CPM (cost per one thousand impressions) range. To add the category simply click the add button on the right hand side of the category.
In this next example, I am targeting specific user’s channels that are related to bodybuilding. When YouTube viewers are viewing videos your ads have an opportunity to appear. (Based on your bids, quality score and other AdWords auction criteria).
In the example below, there is the option to target specific videos.
After you have selected all of your placements, the last step is to layer more targeting with age and gender on the “Search by audience” button.
Once you are finished selecting your placements click on the “done” button. From there you have the options to export your placements directly to your AdWords account, share the file, download to an excel file or print preview.
A couple tips to remember when bidding on your placements, bid higher than normal because you are trying to get onto specific pages. Make sure to tag your destination URLs so it is easier to optimize your ads, placements and website goals.
Have fun with the Google YouTube targeting tool and being creative with your advertising messages. This could help attract the right customers for you.