Google introduces YouTube creator-based audience targeting

Google Ads now allows advertisers to create remarketing lists based on viewers of specific YouTube creator videos, unlocking new possibilities for targeted campaigns.

Previously, advertisers could only create remarketing lists based on viewers’ interactions with their own linked YouTube channels. This update opens up new opportunities for targeting based on creator content.

Why we care. This new feature allows advertisers to create remarketing lists based on viewers of specific YouTube creator videos, potentially expanding reach and targeting capabilities.

How it works:

• Advertisers can now link YouTube creator videos to their Google Ads accounts.
• This provides access to organic view metrics and the ability to create remarketing segments.

Key features:

1. View counts: Access to non-paid metrics for linked videos.
2. Remarketing: Create audience segments based on video views.

Between the lines. This feature could be seen as an alternative to impression-based remarketing, offering more precise targeting based on specific creator content.

What to watch: How advertisers will leverage this new capability and its impact on campaign performance and audience targeting strategies.

First seen. We were first alerted to this update by Georgi Zayakov on LinkedIn:

Bottom line: This update expands the toolkit for Google Ads users, potentially allowing for more nuanced and effective YouTube-based remarketing campaigns.