|
Topics Targeting (Contextual)
|
Ads run on content matching chosen categories |
Impressions/Reach, Brand lift/recall |
Varies |
YouTube, Google Display, Discover (limited) |
|
Keyword Targeting (Contextual)
|
Ads show alongside content containing certain words |
CPC, CTR, Engagement Metrics |
Varies |
YouTube, Google Display, Discover (limited) |
|
Placements Targeting (Contextual)
|
Ads appear on hand-picked YT channels, videos, apps, or websites |
VTR, Brand Suitability, Engagement |
Varies |
YouTube, Display |
|
YouTube Select (Contextual)
|
Gives brands access to premium content across top-performing categories & audiences |
Viewability Rate, VCR |
Varies |
YouTube, YT TV |
|
Remarketing (Behavioral)
|
Targets users who previously interacted with your brand |
Conversion Rate, ROAS/CPA |
Varies |
YouTube, Display, Discover |
|
Customer Match (Behavioral)
|
Matches 1st-party data with Google accounts for targeting |
Repeat Purchase Rate, Upsell/Cross-Sell Revenue |
Varies |
YouTube, Display, Discover |
|
Lookalike Audiences (Behavioral)
|
Expands reach to new users who behave similarly to your existing audiences |
CTR, New Customer Acquisition |
Varies |
YouTube, Display, Discover |
|
Cross-Device Targeting (Behavioral)
|
Uses Google identity to follow users across devices |
Assisted Conversions, Incremental Lift in Total CVR |
Varies |
YouTube, Display, Discover, Search (indirectly) |
|
Optimized (AI) Targeting (Behavioral)
|
Google AI finds new converters automatically, beyond manual selections |
CPA/ROAS, Conversions |
Varies |
YouTube, Display, Discover, Search (via Pmax) |
|
Demographics Targeting (Behavioral)
|
Target by information like age, geo-location, gender, or income |
Impressions/Reach, CTR, Awareness Lift |
Varies |
YouTube, Display, Discover, Search |
|
Affinity Audiences (Behavioral)
|
Prebuilt segments based on users’ long-term interests and lifestyle |
CPM/Reach Efficiency, VTR, Brand Lift |
Varies |
YouTube, Display, Discover |
|
In-Market Audiences (Behavioral)
|
Target users actively researching specific purchase categories |
CTR, Conversion Rate, ROAS/CPA |
Varies |
YouTube, Display, Discover, Search |
|
Life Events Targeting (Behavioral)
|
Target users experiencing major milestones (e.g., moving, marriage, graduation) |
CTR, VTR |
Varies |
YouTube, Display, Discover |
|
Custom Segments (Behavioral)
|
Build custom audiences by defining keywords, URLs, or apps |
CTR, Conversion Rate, New Customer Acquisition |
Varies |
YouTube, Display, Discover, Search |
