YouTube ads are configured in the Google Ads user interface. Through this interface, ads can be targeted on YouTube based on the type of audience the advertiser wants to reach or based on where the advertiser wants the ads to appear.

Audience targeting methods include:

  • Demographic profiling.
  • Interest profiling: Target people interested in certain topics, even when they may be visiting pages about other topics. Advertisers can select from a wide range of categories, and depending on their objective, they reach out to prospects at different stages of the marketing funnel.
  • Affinity audiences: Where the objective is to achieve salience and sustain interest, the ads are targeted at people who already have an interest in relevant topics. For instance, a car manufacturer may target individuals who are interested in automobiles.
  • Custom affinity audiences: Here the audience is narrowed down to prospects with more finely tuned areas of interest. For instance, energy efficient cars.
  • In-market audiences: target prospects who are actively searching products and considering buying a product or service. For instance, people searching for energy efficient cars.
  • Remarketing (retargeting): targets prospect based on their past interactions with the advertiser’s videos, TrueView ads or YouTube channel.

Content targeting methods let you define where you want your ads to show. These include:

  • Placements: Target unique channels, videos, apps, websites, or placements within websites. Advertisers may target an entire website or just specific pages within the site. Placement options include YouTube channels, YouTube videos, and websites and apps on the Google’s Display Network.
  • Topics: Target YouTube videos, channels or websites related to the topics you select. Ad shows on YouTube to people watching videos about that topic.
  • Keywords: Show ads based on words or phrases that the audience is interested in.

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