Video Transcript


Justin Sardi: What is the best way to target YouTube ads this year? I’m going to break that down in this video now. A lot has changed over the past couple of years. It used to be that keywords and placements worked the best. A couple of things have changed. Placements still work, but I’m going to share my favorite ways to target YouTube ads and share exactly what’s been working for us and our clients. So let’s go ahead and dive right in.

Now, the number-one best way to target on YouTube and pretty much any platform is going to be retargeting. Now, the cool thing about this is, you can create a remarketing list in Google Ads. You can target people based on, have they visited your website or not. Have they watched a YouTube video? So you can actually link up YouTube, your YouTube channel if you’re regularly publishing content. You can build retargeting lists of people who have hit any of your videos and watched those. You can upload email lists right here with customer lists. This is a great way to retarget people, just by uploading your customer lists. Then obviously, there’s website visitors as well. So you can target people who have visited a page that contains thank you, or whatever it might be, your landing page, anything like that. You can get people in here for up to 540 days. So that’s obviously the lowest-hanging fruit. If you have any existing traffic going to your offers or your landing pages, definitely retarget. That’s going to be the number one way to target because they are… It’s a warm audience. So that is the best one.

Custom segments

Then we get into custom segments. Now, your custom segment you can actually get from Tools and Settings and then Audience Manager. So you’ll basically come over here, Tools and Settings, Audience Manager, and it will take you over here, and you can create a custom segment. Now, these custom segments work extremely well. One of the things that we have found that works really, really well is, people who browse websites similar to.

So let’s say I want to target all of the people who are ClickFunnels users, and I’ve actually done this, so I can come over to My internet’s a little slow today, so bear with me here. I can actually go to the login page, and I can target anybody who has hit the login page. Here we go. So ClickFunnels Classic right here. I can literally target anybody. I can come over here, users sign in. So I can literally snag this right here, and I can paste this URL in here, and I can target anybody who is signing into ClickFunnels. These are literally ClickFunnels users, and you can see its people interested in marketing web services. So you get some really awesome data.

I like to put any competitors’ websites, any publications that my audience might be consuming. Maybe they’re looking at different types of whatever. Maybe they’re logging into Google Ads sign-in, or the Facebook Ads Manager, anything like that. Those websites can all be put into here, and you can create an amazing custom audience that you can then use, and you’re essentially borrowing those audiences from these people that have these audiences, and you are able to then run your ads to them. So that works extremely well.

Understand what your audience is looking for when they use specific keywords. Image by John Schnobrich, Unsplash license.
Understand what your audience is looking for when they use specific keywords. Image by John Schnobrich, Unsplash license.

Specific search terms

Then the other one over here is people who search specific search terms. Purchase intentions works really well also, but I like to go in-market audiences, which we’ll talk about next. So over here, you can see people who search for these terms on Google, so it might be a funnel builder, something along those lines. A funnel builder, so click funnel marketing, marketing funnels, product funnels, digital marketing funnels, things like that. I might target people how to run YouTube ads, something along those lines. I can literally target people who are looking for setting up YouTube ad campaigns. These are things that they have searched for on Google, and then when they’re on YouTube, your ad will be shown to them.

So I like to think of this as discounted PPC. If somebody might be searching for an injury attorney in New Jersey, for example, I can then target that specific audience, and instead of paying an exorbitant amount of money to get a search ad to show up, I can have my ad show to them on YouTube. So, really cool stuff right there. These custom segments work extremely well, which brings me to the next one, which is in-market audiences.

Now, in your audience builder, and we actually have tutorials on this, on our blog, and all that good stuff, but in the audience builder, you can actually come over here and you can look at interest and detailed demographics. We can browse this, and we can find people who are in the market for specific products or services. Now, how does Google know this? Maybe I am over on YouTube or Google, and I’m searching for best snowboarding goggles, which I recently did, best snowboarding goggles because I got a new pair of snowboarding goggles.

So Google knows that I am shopping. I am in the market for snowboarding or sports equipment. So I can come over here and, let me see, sports and fitness. It might be in here. I can find people who are shopping for camping, hike, or whatever. I can dig into here. Maybe I’m looking for people who are, here it is, winter sports. I’m glad that was in here. Winter sports equipment and accessories. I am literally shopping for that. Google knows that because I’m doing searches, I’m now lumped into these people who are shopping for winter sports equipment and accessories, and I am able to, and there we go, goggles, skis, snowshoes, things like that. Then the advertiser, you, me, whoever, is now able to tap into that and put our ads in front of people who are actively shopping for our products or services.

Now, that’s just one example. This goes deep. You can actually target… There’s all kinds of stuff in here, different types of cars. You could target people who are literally shopping for specific cars and parts. This goes really, really deep, and if for some reason you can’t find these in-market audiences here, then you can come back to the purchase intentions over here and you can type those in. So snowboarding goggles, I can literally target people who are shopping for Oakley ski goggles, Oakley snow goggles, Smith, anything like that. So this gets really cool, and you can target people who are in the market for literally any product or service.


My final favorite out of the four that I like to pick my top four, and I usually set up four different campaigns. My last one is placements. Now, placements still work. I’ll show you exactly how, but essentially what a placement is, and this is just one of our pieces of software that helps you find monetized video placements, and those are placements or videos that you could put your ad in front of. So let’s say I want training a hunting dog. Boom. So I want to watch videos about training a hunting dog. Maybe I have some specific video, some specific product that I am selling that helps you train your dog for hunting. Maybe it’s a pheasant scent or something along those lines.

So over here, here are the top 10 videos that allow me to put an ad in front of them that, if somebody’s watching 3 Musts for Your Dog to Go Hunting, that might be something beginner people are watching, Introduce Your Lab to Gunfire, things like that. I know that if somebody is watching one of these videos on YouTube, they would want to buy my hunting dog product. It might be a vest or whatever it might be. So that being said, I can then get all of these links, I can copy these, and I can tell Google or YouTube, every time somebody watches one of these videos, I want my ad to be shown.

So instead of this one protein bar, my ad would show up, and I’d be like, “Hey, if you’re looking to train your hunting dog, you need this product.” Of course, these people are looking to train it because they’re literally watching this video. So the way you use these is when you’re setting up a campaign, you go Create a campaign without a goal’s guidance, and then I’m going to come over here to a video campaign. I’m going to go Video views. This still reports conversions and all of that good stuff. You just have to do some manually, manual optimizing. So you’re going to pay per view on this. I might say I want a daily total of $10 or something along those lines. Then I’m going to come down here, and I am going to go do Placements. I’m just going to go Enter and I’m going to paste all of these video URLs right here. I’m going to add those. Now, anytime anybody watches one of these videos, my ad is going to be shown.

Now, this is not as scalable as the previous three retargeting custom segments and in-market audiences. Those are much more scalable. That being said, if I’m just getting started, I like to run a placement campaign with no goal, knowing that only very hyper-interested people are going to be watching these videos. I’m going to set up a conversion tracking pixel, and I’m going to use these placements to train my pixel. I’m going to get that first 50 or so conversion pixel fires and start to train my pixel using these placements. Once that is accomplished, then I can move on to some of the more broad targeting with a seasoned pixel. That’s already going to have all of that data in there, telling Google exactly what needs to happen and what types of people are interested in this. This is just a way to speed up your seasoning of your pixel, if you will.

Implement these targeting methods to maximize your ROI. Image by krakenimages, Unsplash license.
Implement these targeting methods to maximize your ROI. Image by krakenimages, Unsplash license.

Four methods for a successful ad campaign

So that is it for the top four targeting methods that I like to use. Obviously, there’s a lot more. You can build all kinds of crazy audience segments, combined segments, and whatever you want to do there. But that being said, I like to start off with those four specific audiences, and that’s what I’ve seen working over the past few months, and I assume that’s going to continue working. It’s been working extremely well for quite a while. Those are just the ones. These are my go-tos over the past couple of months here, and I’ll keep you updated if Google changes anything.

Otherwise, there is a link in the description of this video that’s going to take you to a webinar. I actually have a free training showing you exactly how you can run profitable YouTube ads in your business using these exact methods. I break everything down, including what not to do when you set up these campaigns. So that’s it for me on this video. Thanks so much for watching. If you did like it, please hit that subscribe button, give us that thumbs up, leave me a comment, let me know what you want to hear more of, and I will see you on the next video. Bye for now.

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