Google Creator Playbook Version 4 - Manual (Page 81)

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Promotion on YouTube
Reaching New Audiences
Are you having trouble organically finding an audience
on YouTube? Are you trying to get your content in front
of a new audience you don’t currently have? You can
use paid promotion to attract new viewers to your
videos and your channel by:
Targeting
• Identify channels that have an audience you’d like
to attract and add these channel as “placement
targets”
• Identify subjects your new audience would be
interested in and add these as “Interest Category”
targeting
Ads
• Create a channel trailer that tells the user why they
should watch your channel and use this as a
TrueView Instream ad
• Create TrueView InDisplay ads using your most
popular and well-optimized channel videos
Targeting the Right Audience with your Ads
Targeting the right audience with your ads There are
many ways that you can target an audience with
TrueView ads .These are three targeting types that
have helped YouTube Partners drive audiences for their
channels:
Video Remarketing
With video remarketing you can serve an ad to users
that have performed an action on your channel, such
as viewing, liking, or commenting. Using an AdWords
feature called “custom combinations” you’re also able
to combine these groups, to target, for example,
audiences that have viewed your video but who are
not yet subscribers.
Placement Targeting
Are there other YouTube channels that have an
audience you think would appreciate your videos?
Placement targeting allows you to show your ad
(InStream or InDisplay) on these specific channels.
Interest Category Targeting
Interest Category targeting allows you to show your ad
only to users that have a particular interest. If, for
example, you create cooking tutorials, you can target
YouTube users that are interested in food, or “foodies”.
Like remarketing, you can use the “custom
combinations” features to combine interests together
to reach a more niche audience, such as users that are
both “foodies” and “DIY enthusiasts.”