YouTube Ads Targeting: Custom Segments and More
YouTube targeting uses Google’s data. For B2B, the most useful options are custom segments built from what people search on Google, remarketing to your visitors, and your own customer lists. Exclusions matter as much as targeting.
How does YouTube Ads targeting work?
You choose audiences and content. Audiences include custom segments (people who searched certain terms on Google or visit certain sites), your remarketing lists, customer lists, in-market and affinity segments, and demographics. Content targeting includes topics, keywords and specific channels or videos (placements). Campaign types are in YouTube campaign types.
| Targeting | Best for B2B | Watch out for |
|---|---|---|
| Custom segments (search terms) | People researching your problem or competitors | Too-broad terms |
| Remarketing | Visitors to pricing, demo or docs | Small lists limit reach |
| Customer lists | Upsell, exclusions, lookalike-style expansion | Match rates vary |
| Topics and keywords | Industry content | Loose relevance |
| Placements | Specific channels your buyers watch | Small scale; check fit |
How do custom segments work for B2B?
Enter the terms your buyers search, such as the problem, your category and competitor names, and Google builds an audience of people who searched them. It is the closest thing on YouTube to search intent. Your Google Ads keyword research is the best starting list; see Google Ads keyword research.
| Type | Entries |
|---|---|
| Search terms | 3PL route planning, peak season routing, routing software for 3PL |
| Competitor terms | Competitor product names |
| Exclude | Jobs, free, tutorial for drivers |
Which exclusions matter?
- Content made for kids.
- Gaming and music content, unless relevant.
- Embedded videos and mobile apps that bring accidental views.
- Existing customers, for acquisition campaigns.
- Sensitive content categories that don’t fit your brand.
Review where ads ran weekly and add poor placements to exclusions; budget waste is covered in YouTube Ads cost.
How should you use remarketing?
Build lists of visitors to pricing, demo and documentation pages, trial starters who didn’t activate, and viewers of your own channel. Show them a demo or customer story. Remarketing needs Google tags and enough list size; see YouTube Ads measurement.
Exclude before you include.
Most wasted YouTube spend comes from content you never meant to appear on. Set exclusions first.
How should you set up targeting?
- Build remarketing lists first.
- Create one custom segment from your best search terms.
- Add exclusions before launch.
- Keep one audience theme per ad group.
- Review placements and search-term segments weekly.
Frequently asked questions
How do you target B2B buyers on YouTube?
With custom segments from Google searches, remarketing, customer lists, and relevant channels and topics.
What is a YouTube custom segment?
An audience of people who searched specific terms on Google or browsed certain sites, built from your inputs.
Can YouTube Ads retarget website visitors?
Yes, with remarketing lists built from Google tags on your site.
What should I exclude on YouTube?
Kids’ content, irrelevant gaming or music content, poor placements and existing customers for acquisition.
Can I target specific YouTube channels?
Yes, with placement targeting, though reach is usually small.
Can I target by job title on YouTube?
Not directly. Custom segments and remarketing are the usual B2B substitutes.