Even the best video won't work if it's shown to the wrong audience. In this chapter, we'll explore how to target YouTube video ads effectively, from broad awareness to laser-focused remarketing.

Key Points:

YouTube Ads use Google Ads' targeting system, giving you options to refine by demographics, location, device, topics, placements, and keywords. Contextual targeting (e.g., showing on videos about your niche) is especially effective for relevance.

Audience-based targeting lets you go deeper: in-market segments, affinity audiences, Custom Segments, Customer Match, and GA4 remarketing lists all provide advanced ways to reach the right people.

High-performing strategies often include remarketing to cart abandoners, targeting competitor URLs, or re-engaging your own email subscribers through Customer Match.

Campaign type matters:

• Video Action Campaigns (recommended) place ads across Shorts, Discover, and YouTube with conversion-focused CTAs;
• Custom Video Campaigns give more control but require more management;
• Reach Campaigns maximize impressions for launches or awareness.

For optimization, start with Maximize Conversions or Target CPA bidding, give campaigns at least a week before making changes, and always layer in video view retargeting for warm audiences.

Remember: video success is about attention first, action second. Strong creative, plus the correct targeting ensures your message is seen by people who care.