YouTube Ads targeting reference
The Complete Guide to YouTube Advertising Campaign Types: Awareness, Consideration & Action
Audience Targeting (Audience Solutions)
YouTube users span all generations. While Gen X and Baby Boomers use YouTube for more productive reasons, Gen Z and Millennials use it for entertainment and product research, according to a 2022 study by Talk Shoppe. Targeting options are designed to align with awareness, consideration, and action goals.
| Targeting Type | Awareness | Consideration | Action |
|---|---|---|---|
| Demographics | ✓ | ✗ | ✗ |
| Affinity Audiences | ✓ | ✗ | ✗ |
| Custom Audiences | ✓ | ✓ | ✓ |
| In-Market Audiences | ✗ | ✓ | ✓ |
| Life Events | ✗ | ✓ | ✗ |
| Remarketing | ✗ | ✗ | ✓ |
| Customer Match | ✗ | ✗ | ✓ |
| Infinite Taxonomy Audiences | ✓ | ✓ | ✓ |
Ad Formats
YouTube offers multiple ad formats, each suited to a different stage of the funnel. Awareness campaigns focus on reach, consideration campaigns focus on engagement, and action campaigns focus on conversions.
| Format | Awareness | Consideration | Action |
|---|---|---|---|
| Skippable In-Stream | ✓ | ✓ | ✓ |
| In-Feed Video | ✓ | ✓ | ✓ |
| Bumper Ads (6 sec) | ✓ | ✗ | ✗ |
| Non-Skippable In-Stream | ✓ | ✗ | ✗ |
| YouTube Masthead | ✓ | ✗ | ✗ |
Buying Methods
There are two primary buying methods on YouTube: auction and reservation. Auctions are flexible and allow for targeting at all stages, while reservation is suited for premium placements like Masthead.
| Method | Awareness | Consideration | Action |
|---|---|---|---|
| Auction | ✓ | ✓ | ✓ |
| Reservation | ✓ | ✗ | ✗ |
Bidding Strategy
Bidding strategies vary depending on whether your goal is impressions, engagement, or conversions.
| Bidding Type | Awareness | Consideration | Action |
|---|---|---|---|
| CPM (Cost Per Mille) | ✓ | ✗ | ✗ |
| CPV (Cost Per View) | ✗ | ✓ | ✗ |
| CPA (Cost Per Action) | ✗ | ✗ | ✓ |
| Conversions | ✗ | ✗ | ✓ |
Which Stage Should You Choose?
Here’s how to align your campaign goal with the right funnel stage, format, and bidding approach:
| Your Goal Is To... | Choose This Stage | Recommended Format | Bidding |
|---|---|---|---|
| Build brand awareness & reach | Awareness | Skippable / Bumper / In-Feed / Masthead | CPM |
| Drive interest & engagement | Consideration | Skippable / In-Feed | CPV |
| Generate leads or purchases | Action | Skippable / In-Feed | CPA / Conversions |