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Google Ads Tutorials: Using Intent Based Audiences in YouTube

Google Ads Tutorials: Using Intent Based Audiences in YouTube


[light music] YouTube for Action is a combination of YouTube features
that allows you to focus on driving conversions. It includes: A specific video ad format called TrueView for action, that makes it easier for your customers to take action. Intent based audience types that help you reach the right people, and improvements to measurement in YouTube. In this video, we’ll discuss the second feature:
Intent Based Audiences. YouTube offers many ways to reach customers such as by demographics, interests or habits. But when the goal is to drive direct conversions, we recommend using intent audiences or remarketing audiences, since these audiences are more often likely to convert. Intent audiences leverage intent signals
from Google Search and across the web. They include: Life Events, this is for viewers who are going through important life milestones
like graduating from college or moving homes. In-Market Segments, this is for viewers who are actively considering
buying a certain product or service Custom intent audiences, this is for viewers who searched for your
product or service on Google.com Remarketing Audiences allow you to re-engage with customers
who have interacted with your business before. They include: Remarketing to your website visitors,
or viewers who engaged with your videos. Customer Match, which allows you to reach customers on your CRM list,
who have already given you their contact information and Similar Audiences, which allows you to reach new
customers that are similar to your existing customers. All of these audience types are worth testing
as part of your YouTube for Action strategy, but in this video we will focus on
implementing Custom intent audiences, a newer audience type that performs well for many advertisers. It is best practice to use separate Audience types
in separate campaigns. Separating campaigns will allow you to control the budget
and optimization for each audience type. Also note that Custom intent campaigns require using keywords
with a total volume that’s larger than 1 million monthly queries. If the volume is smaller, we recommend using
other intent based or remarketing audience types. If you want insights on volume potential
you can use the Keyword Planner tool. Let’s get started. In your dedicated Custom Intent YouTube campaign,
select the audience tab. Click the pencil icon and select the ad group
that you’ll add the Custom intent audience to. Select “what they are actively researching or planning”, Select “New Custom Intent Audience”. Name your audience, and insert the relevant search keywords. When choosing keywords,
keep in mind that keywords are treated as broad-match. It’s recommended that your Custom intent campaign
mirrors your search activity. Separate ad groups by brand and generic keywords
and by keyword themes. Start campaigns with your highest converting keywords
from your search campaigns, and ensure that these keywords have enough search volume. When you’re done inserting keywords, select “Create” and then “Save”. For more step-by-step videos on Google Ads
implementation and optimization, check out Google Ads Tutorials
on the Google Ads YouTube Channel. If you have any questions,
or for more information, please visit Google Ads Help. [music continues]

10 thoughts on “Google Ads Tutorials: Using Intent Based Audiences in YouTube

  1. I created a custom intent group but why am I not seeing the same options on the right at 2:29. This is becoming frustrating.

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