February 4, 2023
YouTube Custom Intent Audiences (Like Gary Vee)

Turn YouTube into a performance marketing machine with Custom Intent Audiences Targeting on Youtube Ads and Google Ads.

What are Custom Intent Audiences?

Would you choose 500 views on YouTube or a single click on Google? Obviously 500 views on YouTube because you are gaining more bang for your buck! However, historically reaching customers while they are searching on Google has proven to lead to more conversions than YouTube videos. Causing advertisers to choose between either YouTube Ads for branding and Google Search Ads for performance. Introducing Custom Intent Audience targeting.

We have seen Custom Intent Audience targeting produce higher ROI and performance than even Google Search Ads. This targeting feature turns YouTube into a performance marketing machine. You can add this as targeting tactic for Video campaigns in Google Ads.

An example of a Custom intent audience targeting is reaching someone who searching for “lawyers in SF” on Google. If your law firm owned ‘lawyers in SF” keyword on Google Search, it could cost you up to $15 per click on a Google Search ad for your business. Instead you can target these people searching for your best Google Search keywords on Google at a later time when they are browsing YouTube where you can bring your brand to life with video. It costs only $.02 to $0.05 per view. The custom intent audience targeting tactic will save you a lot of money!

And the best part is your video ad doesn’t need to be Television quality, we’ve seen some the highest converting videos to be selfies of the business owner talking about the value they provide to customers. There are a lot of video making tools out there too, see here.

Gary Vaynerchuk’s Favorite Marketing Strategy is Custom Intent Audiences

Gary Vaynerchuk always talks about the targeting tactics you can use on Google. But one YouTube Ads targeting tactic is mentioned in nearly every video. And here it is: reaching people on YouTube who search for particular keywords on Google.

Just take a look at the video below, start at 18:49.

How do I implement Custom Intent Audiences targeting?

If you’re trying to implement Custom Intent Audiences targeting yourself, you can spend time here and below are a few tips:

  • Build your audience using keywords from your top performing Google Search campaigns.
  • Keep your keywords and topics contextually relevant to each other.
  • Make tailored creative that matches what your custom audience is looking for.
  • If you want to create multiple audiences, create a new ad group in your campaign for each audience. This will help you easily measure performance and ad spend amounts.
  • For budget, consider starting with $10/day or multiply your cost per customer by 5 to get a good daily budget.

If you need a marketing agency to implement Custom Intent targeting, expect them to charge you upwards of $5K/month.

Custom Intent Audience targeting can be difficult to implement, for one you have to create your own audience using keywords and topics. And another reason is because it’s hard to find this feature within the Google Ads interface.

Create Custom Intent Audiences Like a Pro with Plai

With Plai you can launch your YouTube Custom Intent Audiences targeting cam like a pro for free in minutes. Make digital marketing your superpower with Plai!

Logan Welbaum

Founder at Plai, Pretty Famous Tik-Tok-er, Business Consultant
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