How to make great video campaigns, Part 2/3

A guide to optimising your campaign to convert likes and views into sign-ups and sales

How to make great video campaigns, Part 2/3

5 Refine your targeting

You can show your ads to specific audiences according to their interests, whether they're art and theatre lovers, DIYers, fashionistas, foodies, gamers, pet lovers, home or car purchasers, and so much more...This helps make sure you’re reaching the right, and most relevant customers.

It's important to know, though, that each targeting method you add narrows – not widens – your targeting.

There are two ways to add targeting to your video ad groups:

  • You can click the Video targeting tab in your AdWords account and select an ad group.
  • You can add targeting directly to an ad group by selecting that ad group in either the Ad groups tab or in the left navigation pane.

Here's an overview of the available targeting methods:

Demographic groups

Choose the age, gender and parental status of the audience that you want to reach.


Pick from available categories to reach people interested in these topics, even when they may be visiting pages about other topics. Learn more about audience targeting.

The two types of audiences you can target are:

Affinity audiences

Raise brand awareness and drive consideration with your TrueView video ads by reaching people who already have a strong interest in relevant topics.

In-market audiences

Select from these audiences to find customers who are researching products and actively considering buying a service or product like those that you offer.


Target unique channels, websites or placements within them. For example, you can target an entire high-traffic blog or the homepage of a popular news site.

Placements include:

  • Channels (YouTube Partner Channels)
  • Videos (YouTube Videos)
  • Websites on the Display Network
  • Apps on the Display Network


Target your video ads to specific topics on YouTube and the Display Network. Topic targeting lets you reach a broad range of videos, channels and websites related to the topics that you select. For example, you target the Automotive topic, then your ad will show on YouTube to people watching videos about cars.


Depending on your video ad format, you can show your video ads based on words or phrases – keywords – related to a YouTube video, YouTube channel or type of website that your audience is interested in.


To show your video ads to customers in specific countries or regions, who use only certain devices (for example, mobile phones), or who speak a certain language, you'll need to target your ads by geographical location, device and language. These types of targeting apply at the campaign level.

Video remarketing

This powerful tool creates specific lists based on viewer activity — such as watching a video, subscribing to your channel or liking — on your YouTube channel.

You can then use these lists to retarget your ads. If you've linked your YouTube account to your AdWords account already, we'll create custom lists for you automatically.

Learn more about remarketing lists for YouTube viewers


You can use video remarketing lists for your display ads, just as you can target your videos to people who have interacted with your website. For example, you can create dynamic combination lists to target people who’ve seen your video ad but haven’t converted, or who have been to your website but have yet to make it to your channel.

Prevent your ads from showing to some audiences

You can see how each of your targeting methods have performed for your ads on the Video targeting tab. There, you might find that your ad isn’t relevant to a particular demographic group or in a particular placement. If that's the case, you can add an exclusion at the campaign level in your account.

You can exclude by demographics, interests, remarketing, topics and keywords, or by placements. Always bear in mind that exclusions may limit your video campaign’s reach and closely monitor their ongoing effects.

Add targeting to your video campaign