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YouTube Ads Competitor Targeting

Published on: December 7 2022 by Paid Media Pros

YouTube Ads Competitor Targeting

YouTube Ads Competitor Targeting

startTime durationTime text
00:00:00 00:00:03 in last week's video michelle toked
00:00:02 00:00:05 about how you can target your
00:00:03 00:00:08 competitors on either the google or
00:00:05 00:00:10 microsoft search networks and today i'm
00:00:08 00:00:11 going to take that one step further i'm
00:00:10 00:00:14 going to go over how you can target your
00:00:11 00:00:16 competitors with youtube ads youtube
00:00:14 00:00:19 offers some unique targeting options
00:00:16 00:00:21 that you can't get anywhere else and it
00:00:19 00:00:23 can be much more cost effective than
00:00:21 00:00:25 bidding on your competitor keywords so
00:00:23 00:00:27 we're going to go over a few of my
00:00:25 00:00:29 favorite targeting options and tactiks i
00:00:27 00:00:31 like to use to get in front of users who
00:00:29 00:00:34 may be looking for your competitors
00:00:31 00:00:36 the first way i try to target competitor
00:00:34 00:00:39 audiences on youtube is to try to get my
00:00:36 00:00:41 video ad placed on videos toking about
00:00:39 00:00:42 my competitors and when we're hand
00:00:41 00:00:45 picking our placements we typically call
00:00:42 00:00:46 that manage placements so right now i'm
00:00:45 00:00:48 in an ad group that was already posted
00:00:46 00:00:50 live so on the left hand side you see
00:00:48 00:00:52 i'm already under placements and then i
00:00:50 00:00:54 can look right here at starting to add
00:00:52 00:00:56 placements now if you're creating a
00:00:54 00:00:57 video campaign for the first time you'll
00:00:56 00:00:59 eventually get to the step in your ad
00:00:57 00:01:01 group creation when you can start
00:00:59 00:01:03 selecting your targeting options when
00:01:01 00:01:05 you do you will see a screen just like
00:01:03 00:01:06 this and instead of editing your
00:01:05 00:01:08 placements you're just going to be
00:01:06 00:01:10 adding them but the research process in
00:01:08 00:01:12 this view is the same i already made a
00:01:10 00:01:14 video going over the placement targeting
00:01:12 00:01:15 options we get for youtube you can check
00:01:14 00:01:17 that one out right here but when i'm
00:01:15 00:01:19 going after competitors i typically like
00:01:17 00:01:21 to stik with two different placement
00:01:19 00:01:23 options that's going to be youtube
00:01:21 00:01:25 channels and youtube videos so to start
00:01:23 00:01:27 researching it we can go specifically to
00:01:25 00:01:28 the search bar enter specific keyword
00:01:27 00:01:30 phrases for your competitors whether
00:01:28 00:01:33 it's just the brand name a specific
00:01:30 00:01:35 product name whatever and as i hit enter
00:01:33 00:01:37 we started to see numbers appear next to
00:01:35 00:01:38 the placement targeting categories the
00:01:37 00:01:41 first one is a youtube channel and there
00:01:38 00:01:43 we see the official brand's channel i
00:01:41 00:01:45 can go over and click on that option
00:01:43 00:01:47 and when you add a channel you're
00:01:45 00:01:50 telling google if we're eligible you can
00:01:47 00:01:51 place my video ad on any of the videos
00:01:50 00:01:53 underneath the channel every single one
00:01:51 00:01:55 of them if i go back and hit the back
00:01:53 00:01:56 arrow we can then look at specific
00:01:55 00:01:58 youtube videos
00:01:56 00:02:00 this could be the better option if you
00:01:58 00:02:01 find a channel that has certain videos
00:02:00 00:02:03 that are great for competitor targeting
00:02:01 00:02:05 but not every single video for a
00:02:03 00:02:06 partikular channel is worth having ads
00:02:05 00:02:09 placed on them you can then start
00:02:06 00:02:10 scrolling down and choose each specific
00:02:09 00:02:12 video you would like to target i'm
00:02:10 00:02:14 purposely skipping the videos on the
00:02:12 00:02:16 keep channel because i already targeted
00:02:14 00:02:17 the entire channel but you can see from
00:02:16 00:02:19 the scroll bar there are a lot more i
00:02:17 00:02:21 can keep going and adding and let me go
00:02:19 00:02:23 back up hit back one more time and then
00:02:21 00:02:26 i may want to check out websites because
00:02:23 00:02:27 your video ads can appear on websites
00:02:26 00:02:28 that are part of google's display
00:02:27 00:02:30 network i know i already said i like to
00:02:28 00:02:32 try to stik on youtube with competitor
00:02:30 00:02:34 targeting as much as possible but i will
00:02:32 00:02:36 check out websites as my third option if
00:02:34 00:02:38 i'm not finding enough competitor
00:02:36 00:02:39 placements that are to my liking or
00:02:38 00:02:41 maybe i don't think the youtube portion
00:02:39 00:02:42 of it will have as much reach as i want
00:02:41 00:02:43 it to and that's what google's
00:02:42 00:02:45 recommending for the website targeting
00:02:43 00:02:46 so for me right off the bat none of this
00:02:45 00:02:48 looks relevant so i'm just going to
00:02:46 00:02:50 stik with the channels so if i click
00:02:48 00:02:53 save we see the specific targeting
00:02:50 00:02:55 options that i have selected now every
00:02:53 00:02:58 time i run a manage placement campaign i
00:02:55 00:02:59 keep an eye on the placements i have
00:02:58 00:03:01 chosen because there have been several
00:02:59 00:03:03 instances where i've hand selected
00:03:01 00:03:05 placements and all of a sudden i see
00:03:03 00:03:07 zeros for certain placements that i have
00:03:05 00:03:09 selected even if my cost for view bids
00:03:07 00:03:10 are higher or i know i have an automated
00:03:09 00:03:12 bid strategy that should get me
00:03:10 00:03:14 impressions on these specific channels
00:03:12 00:03:15 and that can happen for a couple reasons
00:03:14 00:03:17 so to show you this i'm going to click
00:03:15 00:03:19 on the blue edit button and go back to
00:03:17 00:03:20 the placement selection screen and i
00:03:19 00:03:23 want to highlight this little fine print
00:03:20 00:03:25 right here it says your ad can appear on
00:03:23 00:03:27 any eligible google display network
00:03:25 00:03:29 placement and then only the following
00:03:27 00:03:31 youtube placements so i see this happen
00:03:29 00:03:33 in accounts when they have placement
00:03:31 00:03:35 selected but then they also edited other
00:03:33 00:03:38 targeting layers whether it was topics
00:03:35 00:03:39 in-market audiences whatever so for
00:03:38 00:03:42 whatever reason if you're not eligible
00:03:39 00:03:44 to have your video ads show up on any of
00:03:42 00:03:46 the channels or videos you have selected
00:03:44 00:03:48 google does have the right to ignore
00:03:46 00:03:50 those video placements and then just
00:03:48 00:03:52 show your ads to the audiences that you
00:03:50 00:03:54 have added as your additional targeting
00:03:52 00:03:56 layers it's exactly why i said monitor
00:03:54 00:03:57 your managed placements very closely
00:03:56 00:03:59 right after launch make sure that
00:03:57 00:04:01 they're actually appearing on those
00:03:59 00:04:02 specific placements keep the ones where
00:04:01 00:04:03 you're seeing decent performance you
00:04:02 00:04:05 know you're getting in front of your
00:04:03 00:04:07 competitor's audience but then remove
00:04:05 00:04:09 any of them that may have zero
00:04:07 00:04:10 impressions and try to research new
00:04:09 00:04:12 options i want to keep my managed
00:04:10 00:04:14 placements as controlled as possible
00:04:12 00:04:15 even if you're seeing success for
00:04:14 00:04:17 managed placements or you're just
00:04:15 00:04:19 looking for new ways to get in front of
00:04:17 00:04:20 a competitor's audience my second
00:04:19 00:04:22 favorite option will be to create a
00:04:20 00:04:24 custom audience segment you may be more
00:04:22 00:04:26 familiar with the older term of a custom
00:04:24 00:04:28 intent audience in order to start
00:04:26 00:04:30 creating these audiences we need to head
00:04:28 00:04:32 up to tools and settings and then click
00:04:30 00:04:33 on audience manager under the shared
00:04:32 00:04:34 library
00:04:33 00:04:36 first you're going to see the main data
00:04:34 00:04:38 segment overview but we need to go over
00:04:36 00:04:39 to the next option which is our custom
00:04:38 00:04:41 segments
00:04:39 00:04:42 and then we'll want to go to the blue
00:04:41 00:04:44 plus button to start creating our new
00:04:42 00:04:46 custom segment
00:04:44 00:04:48 now the default option that's selected
00:04:46 00:04:50 we see the other smaller blue circle
00:04:48 00:04:51 that it's selected is for the option of
00:04:50 00:04:53 people with any of these interest or
00:04:51 00:04:55 purchase intentions for youtube
00:04:53 00:04:57 advertising we actually want the second
00:04:55 00:05:00 option and that is people who search for
00:04:57 00:05:01 any of these terms on google we look at
00:05:00 00:05:03 another piece of fine print that i'm
00:05:01 00:05:05 highlighting right here this option is
00:05:03 00:05:06 for campaigns running on google
00:05:05 00:05:09 properties and if you didn't already
00:05:06 00:05:12 know google owns youtube so youtube is a
00:05:09 00:05:14 google property and in this artikle here
00:05:12 00:05:16 that i'm sharing on the screen this is
00:05:14 00:05:19 how google describes how custom segments
00:05:16 00:05:22 work for video campaigns these audiences
00:05:19 00:05:24 are built based upon keywords that users
00:05:22 00:05:26 have recently searched on google.com so
00:05:24 00:05:28 this is pretty much keyword search
00:05:26 00:05:30 history targeting so i know highlighted
00:05:28 00:05:32 the search terms bar and then start
00:05:30 00:05:35 pasting in keywords or search terms
00:05:32 00:05:37 related to your competitors brand name
00:05:35 00:05:38 products other options on here people
00:05:37 00:05:40 looking for support if they're looking
00:05:38 00:05:42 for help or have issues with your
00:05:40 00:05:44 competitor add those terms to the mix
00:05:42 00:05:45 another option i have right here is the
00:05:44 00:05:47 brand name plus alternative they're
00:05:45 00:05:50 looking for other options besides your
00:05:47 00:05:52 competitors they're looking for trials
00:05:50 00:05:54 specific features so if you have video
00:05:52 00:05:55 creative that can showcase why you're
00:05:54 00:05:57 better than your competitors why you
00:05:55 00:05:59 could be the better solution for them
00:05:57 00:06:01 include all those keyword variants
00:05:59 00:06:03 within this targeting so that's one
00:06:01 00:06:05 option before i can save and create it i
00:06:03 00:06:07 have to name it and now i can create so
00:06:05 00:06:10 that's one option let me go back up and
00:06:07 00:06:11 create another custom audience okay this
00:06:10 00:06:13 time i'll name it first and then i'm
00:06:11 00:06:15 going to skip this first section that is
00:06:13 00:06:17 really good for adding in keywords but
00:06:15 00:06:19 we also have different targeting options
00:06:17 00:06:21 for custom audience segments and that is
00:06:19 00:06:23 going to be people who browse specific
00:06:21 00:06:24 types of websites so right now on a
00:06:23 00:06:26 different screen i've pulled up all of
00:06:24 00:06:28 my competitors websites or maybe landing
00:06:26 00:06:30 pages and then i'm going to start adding
00:06:28 00:06:32 them to this specific custom audience
00:06:30 00:06:34 segment so what i'm trying to tell
00:06:32 00:06:36 google is get in front of users who like
00:06:34 00:06:38 to visit these types of websites to
00:06:36 00:06:40 clarify this is not a remarketing
00:06:38 00:06:42 audience based off your competitors
00:06:40 00:06:44 websites you cannot do that if your code
00:06:42 00:06:46 is not on their website but it's giving
00:06:44 00:06:48 google good behavior signals of the type
00:06:46 00:06:49 of audience you would like to reach now
00:06:48 00:06:51 i could go up x out of the keyword
00:06:49 00:06:54 options and try to focus just on the
00:06:51 00:06:55 website browsing behavior but one thing
00:06:54 00:06:57 i may like to do
00:06:55 00:06:58 is bring back the keywords and
00:06:57 00:07:01 potentially start adding some of the
00:06:58 00:07:03 non-branded type keywords maybe i want
00:07:01 00:07:05 to add keywords around small business
00:07:03 00:07:08 crm add a variety of those so i'm still
00:07:05 00:07:10 mostly going after non-branded search
00:07:08 00:07:12 history within google.com but using
00:07:10 00:07:14 browsing behavior based on my
00:07:12 00:07:16 competitors websites to at least hone in
00:07:14 00:07:18 on a more specific audience it's going
00:07:16 00:07:19 to be your call to see how specific or
00:07:18 00:07:21 broad you want to make this custom
00:07:19 00:07:23 segment but know that we can also add
00:07:21 00:07:24 urls instead of just going after your
00:07:23 00:07:27 competitor's keywords if you've been
00:07:24 00:07:28 paying attention to the segment insights
00:07:27 00:07:30 on the right you probably see weekly
00:07:28 00:07:32 impressions are a lot whether i'm
00:07:30 00:07:34 choosing urls or keywords so personally
00:07:32 00:07:37 i like to take each competitor name and
00:07:34 00:07:38 create their own custom audience that
00:07:37 00:07:41 way when i'm adding them to specific ad
00:07:38 00:07:43 groups i get to see which competitor can
00:07:41 00:07:45 i really utilize the most if i'm finding
00:07:43 00:07:47 a specific competitor custom segment is
00:07:45 00:07:48 performing way better than the others
00:07:47 00:07:51 i'll be able to split that one out into
00:07:48 00:07:53 its own campaign or ad group because we
00:07:51 00:07:54 will be able to see the performance for
00:07:53 00:07:56 each competitor differently because
00:07:54 00:07:58 we've broken them out i'm going to x out
00:07:56 00:08:00 of this one and then save it and stik
00:07:58 00:08:02 with just the urls now let me show you
00:08:00 00:08:04 one more option on how i like to target
00:08:02 00:08:06 my competitors with youtube ads but
00:08:04 00:08:08 first i want to show you an example
00:08:06 00:08:10 in this partikular example we can see a
00:08:08 00:08:12 search query was typed in the search bar
00:08:10 00:08:14 on the top and in this case it's a
00:08:12 00:08:16 branded search and when you do this on
00:08:14 00:08:19 youtube you are going to get a list of
00:08:16 00:08:21 search results since this is youtube yes
00:08:19 00:08:23 most of them will be video suggestions
00:08:21 00:08:25 but we see different ads on the top what
00:08:23 00:08:27 we see right now are search partner ads
00:08:25 00:08:29 so these are text ads that these brands
00:08:27 00:08:31 are running through google ads this is
00:08:29 00:08:33 just one of the partner placements
00:08:31 00:08:35 instead of text ads you may see shopping
00:08:33 00:08:37 results those are going to be for the
00:08:35 00:08:39 e-commerce accounts and then instead of
00:08:37 00:08:41 text or shopping ads you could see a
00:08:39 00:08:44 video ad these are called video
00:08:41 00:08:46 discovery ads formerly known as trueview
00:08:44 00:08:47 discovery so in the case of competitor
00:08:46 00:08:48 targeting if someone goes and types in
00:08:47 00:08:50 your competitor name and you're
00:08:48 00:08:52 targeting those competitor keywords your
00:08:50 00:08:54 video ad could be the number one
00:08:52 00:08:56 position this is a great way to have
00:08:54 00:08:59 your video at the very top of the
00:08:56 00:09:01 results to have people look at your ad
00:08:59 00:09:03 or your placement first and let me show
00:09:01 00:09:05 you the main reason i love discovery ads
00:09:03 00:09:08 we see in the network settings in this
00:09:05 00:09:10 partikular campaign discovery was the
00:09:08 00:09:12 original option that allows you to
00:09:10 00:09:14 target just the youtube search results
00:09:12 00:09:17 discovery ads can also appear as
00:09:14 00:09:19 recommended videos on a video watch page
00:09:17 00:09:21 but if you really want to focus on user
00:09:19 00:09:23 intent you can select just the search
00:09:21 00:09:26 results and this partikular network
00:09:23 00:09:28 setting is done at the campaign level so
00:09:26 00:09:29 if i'm looking at targeting just the
00:09:28 00:09:31 youtube search results this is pretty
00:09:29 00:09:34 much the only time that i would use
00:09:31 00:09:36 keyword targeting for a youtube campaign
00:09:34 00:09:38 so now for my discovery ads i will go
00:09:36 00:09:40 add new keywords i'm just going to use
00:09:38 00:09:41 the same keyword list i did for the
00:09:40 00:09:44 custom audience segment and then i will
00:09:41 00:09:46 save so now when anyone goes on youtube
00:09:44 00:09:48 types my specific competitor's keywords
00:09:46 00:09:50 potentially my ad could show up at the
00:09:48 00:09:52 top another way to capitalize on users
00:09:50 00:09:55 search intent from your competitors to
00:09:52 00:09:57 showcase your video one thing i will say
00:09:55 00:09:59 about targeting just the youtube search
00:09:57 00:10:00 results with discovery ads is that we
00:09:59 00:10:03 typically see volume lower than we
00:10:00 00:10:04 expect remember on the example i showed
00:10:03 00:10:06 you there were text ads i said there
00:10:04 00:10:08 could be shopping ads depending if it's
00:10:06 00:10:10 ecommerce product so your video ad isn't
00:10:08 00:10:12 guaranteed to show up all the time but
00:10:10 00:10:15 what i will say is that when we do show
00:10:12 00:10:17 almost every time we see higher view
00:10:15 00:10:20 rates and we see the highest percentage
00:10:17 00:10:22 of users watching the entire video ad
00:10:20 00:10:23 with discovery ads which we have another
00:10:22 00:10:25 video right here we can walk through the
00:10:23 00:10:27 entire setup of a discovery ad you're
00:10:25 00:10:29 paying for that view every time and
00:10:27 00:10:31 users are sent to the watch page this is
00:10:29 00:10:33 not like an in-stream ad where they have
00:10:31 00:10:35 a chance to skip it and go see the
00:10:33 00:10:36 actual video they are actually going to
00:10:35 00:10:38 your video watch page so if you're
00:10:36 00:10:40 paying for the video every time choose a
00:10:38 00:10:42 longer video format that really
00:10:40 00:10:44 showcases the value of your brand over
00:10:42 00:10:46 your competitors whenever i'm trying to
00:10:44 00:10:48 do conquesting for my video campaigns
00:10:46 00:10:49 i'm pretty much starting with one of the
00:10:48 00:10:51 three examples i walked through it
00:10:49 00:10:53 really depends on the creative the
00:10:51 00:10:54 client has and the targeting
00:10:53 00:10:56 opportunities that are available
00:10:54 00:10:57 depending on who the brand is or maybe
00:10:56 00:10:59 what industry they're in definitely had
00:10:57 00:11:00 brands that we wanted to target that
00:10:59 00:11:01 just flat out don't have a youtube
00:11:00 00:11:03 channel so we can't do placement
00:11:01 00:11:04 targeting like we would want to we'd
00:11:03 00:11:06 either have to rely on third-party
00:11:04 00:11:08 videos or just go straight to the custom
00:11:06 00:11:10 audience segment option where we can
00:11:08 00:11:12 utilize search history take all that
00:11:10 00:11:14 into consideration and i can't stress
00:11:12 00:11:16 enough how good video creative will have
00:11:14 00:11:18 an impact on the performance of the
00:11:16 00:11:20 campaign but use the videos that really
00:11:18 00:11:21 showcase why you're the better option
00:11:20 00:11:23 and if you're choosing the in-stream
00:11:21 00:11:26 options make sure you're utilizing all
00:11:23 00:11:28 your cards possibly a video action
00:11:26 00:11:30 campaign to drive more traffic to your
00:11:28 00:11:32 website and have landing pages that
00:11:30 00:11:33 showcase your features and why they're
00:11:32 00:11:35 better than the competition thanks for
00:11:33 00:11:36 watching our video if you found it
00:11:35 00:11:38 useful give us a thumbs up below we
00:11:36 00:11:39 release a new video at least once a week
00:11:38 00:11:43 so if you want to see more from the paid
00:11:39 00:11:43 media pros channel be sure to subscribe

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