Advanced YouTube Ads - Part 2
we're back in our ad campaign and in this lesson, I'm going to give you some more advanced ways to target a specific audience. So I just scroll down under our create your ad group section under bidding to people. So here you have demographics. So if I click this drop down, you have specific types of people. You can target female. Male age groups, parental status, household income. If you're just starting out with your business, it's probably a good idea just to leave all of these on. So you can actually start to see and get information for who your target audience is. Once you get some data from who's watching this ad, but if you do have a specific type of product or service where you are targeting people of a specific age or household income or parental status. I mean if you're selling something that is specifically for females, then you might not need or want to target males. So if you know that information, you can target it here under demographics. Next you have audiences. This is ...
where you can choose by different types of interest. So if you click on affinity, this is similar to in the previous lesson where we saw the basic sort of likes and categories of users when setting up your Youtube promotion, you have your main categories for different types of audiences here. You can search for terms. So if I search for photography, it will bring up any related audiences such as shutterbugs or under technology, social media enthusiasts. So if I want, I can choose specific audiences here. If you want to create your own custom audience, you can actually do this by clicking custom affinity audience and clicking the plus button here. Maybe I'll say photographers and I always like giving it a number. So I know if I create more, give it a description and then have in mind some interest or you RLS for websites that people might be interested in for this audience and click create and then scroll down. So for interest, I might put photography and I'll add the U. R. L. For one of my competitors Digital Photography School dot com, which is a very popular website for photographers press return and I can get an estimate for the reach of this audience over here by clicking the estimate option. Photography life is another website that is related. And so google is taking all of this information and data from people who visit these websites and putting together an audience for me. Now there's better ways to target people on your specific audience and that's coming up in just a minute. So say I'm happy with that. I can click create and now if I scroll down under affinity audiences, we have that audience here. Okay, so that's pretty cool if you want to do a little bit more specific targeting and create your own custom audience. Okay, I'm going to click back and then there's this other kind of audience intent and life events. So this is a little bit different. Let's just look under life events. So you get an idea, you have college graduation marriage moving. These are events that google knows or finds out that people are going through based off of their searches and things like that. And so you can target these types of people and this is great if you have a business that targets people going through these life events in market audiences, these are people who are currently searching to make purchases. So if I search for photography for example, you get a few different options that are different than the affinity options. So I have people who are interested in cameras or even down below camera lenses. Photo software. I mean this is really good because then I'm targeting people who are already looking for photo software and might be interested in learning adobe Photoshop. For example, if I'm promoting of course on Photoshop. So this is a great way to target people who are already in the mindset of purchasing and before I go on with re marketing here, this is choosing who will see your ad but not necessarily where your ad is going to display. Which is another way to find a specific target that's coming up next where you can actually put your ads on specific channels and things like that, which we're going to be going over in just a second. But if I click re marketing you'll see that I have similar audiences, combined audiences and website visitors. You'll need to have google analytics installed on your website because now I can target people who have visited my website. Retargeting campaigns can be some of the most powerful campaigns you run. And this is a great idea for warming up that audience for having a better conversion rate. And I encourage you to do test, do one ad where you're targeting just the entire world in general and then do an ad targeting people who visit your website and see the difference. What's the cost per view? What's the conversion? How many people do you actually get converting to a purchaser or an email? Subscriber based off of those two different types of audiences with similar audiences and combined audiences. This is google's way of looking at the people who have visited your channel or your website that is and saying these are people who look like based off of their patterns of search and using the internet, these are people that look like your website visitors and might be more likely to enjoy your content. So that's more about how you can target specific audiences. And a great thing to play around with. In the next lesson, we're going to be going over content, which is how you can choose where what channels and what specific videos even you want your ad to display on