A few days ago, Georgi Zayakov discovered a significant feature update to Google Ads’ YouTube remarketing capabilities. Now, advertisers can retarget audiences based on viewers of specific YouTube videos.
Previously, advertisers could only target the viewers from the YouTube channels linked to their ad accounts. Now, they can target viewers from any YouTube creators. However, it is important to note that Google has not yet made any official announcements regarding the update. Check out what the unannounced rollout feature means to you.
How it Works?
Advertisers must connect YouTube creator accounts with Google ad accounts to expand the targeting option beyond their own channels. As a result, they will get access to the organic view metrics of the linked YouTube creators.
Advertisers can utilize the user data of those who viewed these videos to create remarketing audience segments and make targeted campaigns for them.
Benefits of YouTube Creator-Based Audience Targeting
Let’s get to the most awaited section. How will this new feature help advertisers like you to improve the Google ads strategy? Let’s check it out:
- Improved Targeting: It opens up yet another way to target the audience. Users who have already shown interest in similar content are more likely to engage with relevant ads, too.
- Expanded Reach: Advertisers can expand their audience base beyond their own channels to popular YouTube Creators. More reach usually gives better results.
- Better Campaign Results: Audiences who have already engaged with a similar YouTube video have more chances to interact with the ads. As a result, advertisers can expect better results as their ads have reached their target market precisely.
- Cost Efficiency: Advertisers can optimize their budgets by focusing ad spending on users who are more likely to engage with the content. This can reduce the costs of wasted impressions and increase the overall return on investment (ROI) for advertising campaigns.
However, if the advertiser fails to choose the right YouTube creator for linking, the entire retargeting campaign may go wrong.
That’s exactly why you must focus on some key metrics before selecting creator content for targeting. As a general rule of thumb, you must always go for creators with high engagement rates whose content closely aligns with your brand. For instance, if you sell fitness apparel, target fitness influencers or creators who focus on health and wellness topics.
Final Take
The new rollout feature is an absolute gem for Google ads specialists looking to optimize their ads. It could potentially lead to more powerful brand-creator collaborations to improve ad effectiveness. However, like any other new feature, advertisers may face a learning curve on how to use the new creator-based targeting effectively. Once they get used to it, their campaign results are sure to improve.
