One of the most important parts of YouTube advertising is targeting. If you want to succeed, you need to be sure your ad is being shown to the right target audience. Use this worksheet to help you determine the right demographics for your ad targeting.
What are you advertising? ______________________________________
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Who would be the most interested in your product/service?
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Do you need to target by location? This could be specific zip codes, countries, states, or travel destinations. This could also be places you don’t want your ad to be shown.
Locations to include:
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Locations to exclude:
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Does your audience speak a specific language? List the languages you need to include here.
Languages:
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Now let’s look at demographics. As you are filling out this section, think about who you wrote down above that would be the most interested in your product/service.
Demographics:
Are you targeting a specific age group?
◻ 18-24
◻ 25-34
◻ 35-44
◻ 45-54
◻ 55-64
◻ 65+
◻ Unknown*
Are you targeting a specific gender?
◻ Male ◻ Female ◻ Unknown*
Does your target audience have children?
◻ Parent ◻ Not a parent ◻ Unknown*
Are you targeting a specific income level? Keep in mind that household income targeting is not available in all countries.
◻ Top 10%
◻ Top 11-20%
◻ Top 21-30%
◻ Top 31-40%
◻ Top 41-50%
◻ Lower 50%
◻ Unknown*
*Google Ads doesn’t know the demographics of all YouTube viewers.
“Unknown” includes people whose age, gender, parental status, or household income weren’t able to be identified. The “Unknown” demographic category is selected by default to help you reach a larger audience.
Let’s go a little deeper with demographics. These are in-depth audience characteristics, such as being a homeowner, a new parent, or a college student.
Detailed Demographics:
Relationship status:
◻ Single ◻ In a relationship ◻ Married
Age of children:
◻ Infants (0-1 years)
◻ Toddlers (1-3 years)
◻ Preschoolers (4-5 years)
◻ Grade-schoolers (6-12 years)
◻ Teens (13-17 years)
Education level:
◻ High school graduate
◻ Current college student
◻ Bachelor’s degree
◻ Advanced degree
Homeownership status:
◻ Homeowners ◻ Renters
Life Events:
Business creation
◻ Recently started a business
◻ Starting a business soon
College graduation
◻ Graduating soon
◻ Recently graduated
Job change
◻ Recently started new job
◻ Starting new job soon
Marriage
◻ Getting married soon
◻ Recently married
Moving
◻ Moving soon
◻ Recently moved
Purchasing a home
◻ Purchasing a home soon
◻ Recently purchased a home
Retirement
◻ Recently retired
◻ Retiring soon
Now let’s look at interests and habits of your audience. Do they bargain hunt or are they a fan of luxury brands? Do they use public transit? Are they big into cooking? Do they invest their money?
There are some example affinity audience categories below to help you get started brainstorming. This is often-times the most important part of the
targeting process, so really take some time here and think about who your audience is.
● Banking and finance
● Beauty and wellness
● Food and dining
● Home and garden
● Lifestyles and hobbies
● Media and entertainment
● News and politics
● Shoppers
● Sports and fitness
● Technology
● Travel
● Vehicles and transportation
Interests
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Entertainment
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Spending habits
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Hobbies
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Additional interests, hobbies, behaviors, etc.
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Is your audience currently researching or planning to buy a specific item or
service? If so, what are they researching? What sites are they visiting, what terms are
they using? What YouTube channels are they watching?
Relevant sites ___________________________
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Keywords/Topics ___________________________
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Related YouTube channels/videos ___________________________
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Finally let’s look at remarketing. Also known as retargeting, this advertising method involves showing ads to people that have previously visited your website, made a purchase, signed up for your newsletter, etc. These are people that are already familiar with your product or service. You can create these lists using Google Analytics data or by uploading a list of customer information. You can also combine demographic and interest criteria with those lists to narrow down your remarketing even further.
Use the space below to brainstorm ideas that may catch the eye of these viewers, like a specific product at a small discount, or a discount code for use anywhere on your site.
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