Advanced Targeting Techniques in YouTube Advertising

How do you get the right customers to watch your video ads? Use these pro audience targeting tactics to pinpoint specific demographics, and ultimately lower your cost by showing your ads to the right people. YouTube advertising techniques are getting more advanced as the platform matures. In this video Eric Siu and Ramsey Elhadry from Single Grain Marketing Agency show you how to win with audience targeting in YouTube advertising.


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Full Transcript of The Video

Eric Siu: In this video, I'm going to give you some advanced targeting techniques in YouTube advertising to help your business level up. My name's Eric Siu. I'm the cohost of The Marketing School Podcast and the host of the Growth Everywhere podcast. I'm going to pull in someone from the team to get you what you need to level up, and I'll see you afterwards.

Ramsey Elhadry: Hey everyone, Ramsey from Single Grain here. Today I'm going to be talking to you about three advanced targeting techniques on YouTube that you can take into your marketing strategy. First off, we've got ninja placements. What are ninja placements? You're probably wondering that. A ninja placement ad is when you serve your video on a very specific channel or a very specific YouTube video. This is moving away from the idea of very broad, scalable audiences to being very precise and segmented with your audience. So what's a very useful example of this? Let's say you are selling a virtual reality accessory product. You know all your customers own a virtual reality headset, and you want to reach those people. With ninja placements, you can target Oculus Rift's channel. You can target specific videos that are showing people how to set up their virtual reality rig at home, and get your message right in front of those people.
Number two on the list, we have behavior based re-targeting. I like to use that word because it's a little different than what I see a lot of people doing,, which is just using re-targeting lists in a very general way, where you're re-targeting your entire website traffic. I think it's important to try and take a data-driven approach using tools like Google Analytics, and really identifying what behaviors on your website actually correlate to higher conversion rates. So maybe people visiting specific pages, people who are spending a certain amount of time on your website or viewing a certain amount of pages per session. Those are all things you can segment into a re-targeting list, to pull together, to really hone in on the people who are most likely to purchase in your customer funnel. You can even take this a step further and re-target people based on behavior on your YouTube channel, ranging from people who have subscribed to people who watch specific videos, or even commented on the video as well.
So last on our list for today is custom affinity audiences. What are custom affinity audiences? Long story short, they are basically a tool you can use to target website traffic of your competitors' websites. This is super powerful, and is somewhat underutilized, in my opinion, at the moment. So first thing you want to do when you're leveraging this tool is just identify who your competitors are in this space that are most relevant to you. Hopefully you already know this. If not, go do the research, find their URLs, and just input them into this tool. Once you've done that, Google will basically analyze people who are viewing that website and create a custom audience based on all that data, including them and some more people. It's super powerful. Once you've got this audience created, you can then go on and start serving them ads on YouTube.
So those are our three YouTube targeting tips. I'm going to send it back to you, Eric. Thanks for taking the time to listen, everyone.

Eric Siu: All right, so hope you enjoyed that. Leave in the comments below the actions you're going to take to level up your business, and don't forget to hit subscribe, and we'll see you tomorrow. (silence).

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