YouTube Remarketing: Why & How to Try Remarketing with YouTube Videos


Why just market … when you can remarket?!

Remarketing on Youtube

We recently shared The Complete Guide to AdWords Remarketing Best Practices – but it wasn’t 100% complete because it didn’t cover remarketing with YouTube videos.

Using YouTube videos is the next step in the evolution of remarketing. As Google continues to try and make searching (and advertising) a more visual and interactive experience, video ads are primed to fill this void. Remarketing with YouTube videos will allow you to:

  • Grab your potential customer’s attention and explain to them why your product is beneficial.
  • Step outside of the 70-character limit of conventional text ads and push beyond the dull, static nature of image ads.
  • Connect more directly with customers by explaining and demonstrating your product or service in a 30-second clip rather than a sentence or two.

By combining these video ads with remarketing, you will be able to reach very qualified leads and potential customers. This blog post will outline and explain how to set-up Remarketing with YouTube videos so you too can start advertising with them!’

In this article I will walk through how to set up a YouTube remarketing campaign in AdWords, so you can start reaching your next customers with video.

Related: What is AdChoices?

Setting Up Your YouTube Remarketing List

First, we will need to go to the Video Campaigns section in AdWords:

youtube remarketing

Next we will need to choose which campaign will be used for remarketing, either selecting a current one or creating a new one. In this instance I created a new campaign called “Remarketing – Chroma.” If you are starting with a new campaign please create it before moving onto the next steps.

video remarketing

Once you have either created or selected the campaign remarketing will be applied to, it is time to set remarketing up! Click on the campaign you have chosen to use for video remarketing and then click into the “Targets” tab, then click “Show More Criteria.”

youtube remarketing

Then you will see an option that says “Remarketing Lists.” Click that option, then click “Add Remarketing Lists.”

remarketing video tips

A menu will pop-up which allows you to select which remarketing list(s) will be added as the targeting method. Go through this menu and select the remarketing list or lists that will be used and add them into the targeting group by clicking the “Add” button. Once you have added all the lists that will be used, click the “Add Remarketing Lists” button to save your targeting.

how to remarketing on youtube

Once everything has been saved and added, your targeting should look like this:

remarketing on youtube

Congratulations, you have successfully created a remarketing list target for Video Campaigns!

Creating Video Ads for YouTube Remarketing

Now onto the final step, making your remarketing ad! First, make sure you are still in the remarketing campaign you just made or selected that has the remarketing list in it. Next, click on the “Ads” tab and then click “Add Video Ad.”

youtube remarketing guide

You will then be taken to the new ad screen, where we will select the YouTube video to use in the ad. Click the “Select A Video” button.

create video ads

Once you have clicked the “Select A Video” button, you will either need to select a video from your YouTube channel, if it has been synced with your account, or upload a video by copying and pasting the video’s YouTube URL. (NOTE: You must own the rights to the video or have been given express permission to use the video by the owner.)

remarketing video ad channel

After you have selected the video you will be using, make sure to create the ad itself by filling all applicable fields (Headline, Description, URL, etc.) and saving it.

youtube ads

You have now successfully made a remarketing campaign using YouTube videos! Your campaign should start getting views a couple hours after creation.

And here are six more Youtube advertising tips.

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Jan 15, 2014

This is awesome, thanks!!

Jan 16, 2014

Wow, the apsects of Remarketing are getting more interesting each day.I wonder if Video remarketing will soon be allowed on the Facebook Video ads?This world gets more interesting every day! Thx for the tips. Shane

Apr 14, 2014

Very interesting.  I've allready noticed the keyword specific search videos in youtube are often being replaced by re-marketing ads.  If this remarketing cost per view is in the same price range as the search view this is GOLD.  It'll be interesting to see how this plays out.  For now I will dabble with both campagins.  Thank you Chris.

Jul 15, 2016

Awesome tips, I've been learning a lot with your blog in general and with this article my vision for PPC campaign possibilities grows a lot

Thanks for sharing

May 12, 2017

Is there a way to create an audience from youtube videos in my AdWords account that are being served as ads? And beyond that a way to customize the list based on how long they viewed the video ad?

Allen Finn
May 12, 2017

Hi, Matthew!

Okay so, according to Google, here are the different parameters you can use to remarket on YouTube:

- Viewed any video from a channel**
- Visited a channel page
- Viewed any video (as an ad) from a channel
- Liked any video from a channel
- Commented on any video from a channel
- Shared any video from a channel
- Subscribed to a channel
- Viewed certain video(s)
- Viewed certain video(s) as ad(s)

I don't believe there's any way to segment based on the amount of the video a person watched, but there are certainly a few other, broader ways to segment!

Zara Naftali
Aug 21, 2017

YouTube pre-rolls are all the rage today. You cannot see an ad being run without a YouTube pre-roll hosting it. These are typically 30 seconds to 60 seconds – not much longer, and the message hits home instantly. Ineffective marketing campaigns really don’t resonate with anyone and they are a waste of money to begin with. The video production company has to be top-tier, and that’s why I support the crème de la crème in the industry. My huge company works with many of these video remarketing providers, but lately we’ve been very impressed with Treepodia’s retargeting videos. You should check them out.

Chummy C
Jan 08, 2018

I’d like to echo the sentiments of various other readers who complimented you on the high quality of this content. I love the way you have described the marketing strategy here, especially the YouTube advertising tips that have been provided. Do you recommend the go-it-alone approach, or the official content marketing approach with companies like Treepodia, Criteo or Adroll? For a relative novice, this can prove a little disheartening, given that these concepts are analytics intensive. I’d like to hear your thoughts on this please…

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