Google Ads has rolled out a game-changing feature that promises to transform how advertisers approach remarketing campaigns on YouTube. The new update allows advertisers to create remarketing lists based on viewers of specific YouTube creator videos, significantly expanding the targeting capabilities beyond what was previously possible.

The New Feature

Prior to this update, Google Ads users could only generate remarketing lists based on interactions with their own linked YouTube channels. This limitation restricted advertisers to targeting viewers who engaged directly with their content, leaving a gap in targeting potential audiences who interacted with content from other creators. The new feature changes this dynamic by enabling advertisers to link specific YouTube creator videos to their Google Ads accounts.

With this integration, advertisers gain access to a broader set of organic view metrics. They can now create highly specialized remarketing segments based on who has watched particular videos from selected YouTube creators. This advancement provides a new layer of precision in targeting, allowing advertisers to reach audiences who have engaged with content that is relevant to their brand, even if that content is not their own.

Georgi Zayakov’s LinkedIn post gave us the first heads-up about this exciting update.

Unlocking the Feature

Here’s a breakdown of how the new remarketing functionality operates:

1. Linking Creator Videos: Advertisers can connect YouTube creator videos to their Google Ads accounts. This step integrates the viewership data of these videos into their advertising strategy.
2. Access to View Metrics: Once linked, advertisers can access non-paid view metrics for the selected videos, offering insight into viewer engagement beyond paid advertising.
3. Audience Segmentation: Advertisers can then create audience segments based on these video views. This allows for more targeted remarketing efforts, tailored to viewers who have shown interest in specific types of content.

Key Features

1. View Counts: Provides access to detailed non-paid metrics for the linked videos, offering insights into organic reach and engagement.
2. Remarketing Capabilities: Enables the creation of audience segments based on interactions with specific videos, facilitating more precise targeting.

Impact on Marketers

The introduction of this new feature opens up numerous possibilities for digital marketers. Previously, targeting was limited to users who interacted with the advertiser’s own content. Now, marketers can leverage the popularity and influence of specific YouTube creators to refine their audience segments. This can lead to more effective and personalized remarketing campaigns, as advertisers can reach individuals who have already shown interest in content related to their products or services.

For instance, a beauty brand could target viewers of popular makeup tutorials from specific influencers, tailoring their ads to individuals already engaged with similar content. This capability not only enhances targeting precision but also broadens the potential reach of campaigns, offering a strategic advantage in competitive digital landscapes.

Advertisers will need to consider how to best utilize these new segments to optimize their campaigns. This may involve experimenting with different creator videos, analyzing engagement metrics, and adjusting ad strategies to maximize effectiveness.

As advertisers begin to integrate this feature into their campaigns, it will be crucial to monitor how it impacts overall campaign performance and audience targeting strategies. The effectiveness of these new remarketing lists will likely provide valuable insights into user behavior and engagement patterns, influencing future digital marketing tactics.