<aside> <img src="/icons/bullseye_red.svg" alt="/icons/bullseye_red.svg" width="40px" /> Welcome to Audiences & Targeting
In this video, you’ll get a clear picture of the best audiences to use when launching your account & which audiences to use when you’re scaling*.* You’ll also see how to build each type of audience in the Audience Manager and how to add them to specific campaigns.
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Resources 📕
YT Targeting Explained 👨🏫 🎯
YouTube has two primary types of targeting: interest-based and intent-based targeting.
Interest-based targeting is an assessment that the algorithm makes, based on various data points, that a person is “interested” in a specific subject or topic. Google does this by analyzing what people are browsing while signed into Gmail.
Intent-based targeting is based on specific things the person is searching for on Google properties (e.g. searching for specific keywords on Google search platform).
The Scaling Sequence™ 📈 ⚙️
First, it’s critical to understand that YouTube targeting is very different to Facebook targeting.
On Facebook, the order or sequence in which you test audiences isn’t particularly important. On YouTube, it’s very important.
On Facebook, for example, you have the following targeting options:
If you test one type of targeting before another, it’s not going to hinder your account performance or make it harder to scale. YouTube is different.
On YouTube, you want to use specific audiences in a specific sequence.
The reason for this is because some types of audiences are more likely to work but less scalable, while other audiences are less likely to work but more scalable*.*
I call this the The Scaling Sequence™ — it’s a specific order in which you want to test your audiences from launching all the way to scaling.
Pros & Cons ✍️