YouTube is engineered to help drive your customers to take action.
This is done with, one
Video action campaigns, our clickable video format with customizable call to actions and headlines.
Two, high intent audience types that help you reach the right people at the right time.
and three, conversion measurement that helps you understand the full value of your campaign.
In this video, learn how to pick the right audiences for your Video action campaign
and how to implement Custom Audiences.
YouTube offers many ways to reach people,
for example by demographics,
interests,
or habits.
But when focusing on performance, we recommend using lower funnel audiences
that are more likely to convert.
To get started building your audience strategy:
Start with audiences like Remarketing, Customer match and Custom Audiences.
And as a second step, you can expand to mid-funnel audiences like In-market or Similar audiences
if you want to reach more customers and increase your conversion volume.
Remarketing and Customer match audiences allow you to re-engage with customers
who have interacted with your business before.
Remarketing includes your website visitors, or viewers who engaged with your videos.
Customer match includes customers who have already share their contact information with you
on-line or off-line.
You might remember custom intent and custom affinity audiences from before,
Custom Audiences is our latest audience type that combines these two audiences.
Custom Audiences help you reach your ideal audience by entering relevant keywords, website URLs and apps.
Google Ads will then show ads to people with these interests or purchase intentions on pages, apps and videos.
For Video action campaigns the process is simple,
You build a Custom Audiences campaign,
and then just signal that you want to reach potential customers who searched for specific terms on Google.
This will help you reach audiences who were actively looking for your brand, product or service,
showing a high purchase intent.
Let’s get started implementing Custom Audiences.
In your dedicated campaign, select the audience tab.
Click the pencil icon and select the ad group that you’ll add the Custom Audience to.
Select "Browse"
and then select “Your Custom Audiences”.
Select the blue “Custom Audiences” text at the bottom of the text box.
Name your audience.
Select “people who searched for any of these terms on Google”.
This will help you reach people who showed high purchase intent by actively searching for specific search terms.
When selecting keywords to define your audience make sure to,
One, Include general terms that are representative of how a customer would find you.
Keep in mind that keywords are treated as Broad-match, so it’s not necessary to add plurals or misspellings.
Two, start with your highest converting keywords.
Three, It’s recommended to have your Custom Audience campaign mirror your search activity.
Separate ad groups by brand and generic keywords and by keyword themes,
so you can adjust bidding for segments that work well.
Enter a keyword and click enter,
or select keywords ideas that come up while you type.
Make sure to use ten to fifteen keywords with an estimated volume
of two hundred and fifty thousand searches per week.
You can see the weekly volume of your added keywords on the right hand side.
When you're done inserting keywords, select “Save Audience”
and then ”Save” again.
You’ll be able to find your new audience in the Audiences tab.
For more step-by-step videos on Google Ads implementation and optimization,
check out Google Ads Tutorials.
If you have any questions, or for more information please visit the Google Ads Help
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