Leverage In-Market Audiences
Google’s in-market audiences allow you to target people actively researching or planning to make a purchase related to outdoor activities. Some relevant in-market audiences include:
- Camping enthusiasts
- Hiking enthusiasts
- Fishing enthusiasts
- Hunting enthusiasts
- RV enthusiasts
Targeting these granular audience segments ensures your ads are shown to people likely to be interested in your outdoor products or services.
Use Detailed Demographic Targeting
Demographic targeting options on Google Ads allow you to zero in on specific groups within the broad category of outdoor enthusiasts. Useful demographic factors include:
- Age range (25-45 for more active pursuits)
- Gender (target men, women or both)
- Income level ($50k+ for higher budget activities/gear)
- Geographic region (target by state/city near outdoor destinations)
Combine demographic factors to further refine your audience and improve ad relevance.
Leverage Google Analytics Data
Review your Google Analytics data to identify existing site visitors with a high affinity for outdoor content. Create a custom audience list targeting:
- Pages per session
- Time on site
- Goal completions
- Traffic source/medium
Targeting visitors known to engage with outdoor content gives your ad the best chance of connecting with enthusiasts.
Use Affinity Audiences
Google’s affinity audiences allow you to target categories of people interested in specific activities and lifestyles. Useful affinity audiences for outdoor enthusiasts include:
- Outdoor activities
- Outdoor sports
- Hiking & camping
- Fishing & hunting
- Adventure travel
Affinity targeting lets you efficiently reach people passionate about outdoor pursuits and the gear that enables them.
Target by YouTube Channel/Video
You can target your ads to play before or during YouTube videos that resonate with outdoor enthusiasts. Excellent channel/video targets include:
- REI
- National Parks Service
- Outdoor gear review channels
- Hiking, fishing, hunting “how-to” videos
This surrounds your ad with relevant outdoor-focused content for better audience engagement.
Conclusion
Targeting the most relevant audience segments is crucial for successfully connecting with outdoor enthusiasts through Google video campaigns. Pay close attention to audience data and continuously optimize your targeting over time. With strategic audience targeting, your video ads can effectively inspire action in your ideal outdoor consumer base.
Frequently Asked Questions
What are the most important targeting options for reaching outdoor enthusiasts with Google video ads?
The most important targeting options are:
- In-market audiences for outdoor activities
- Detailed demographic filters like age, gender, income
- Google Analytics custom audiences
- Affinity categories related to the outdoors
- Placement targeting on outdoor YouTube channels/videos
Combining these gives the highest relevance.
How can you optimize audience targeting for an outdoor brand over time?
Optimization tips include:
- Regularly review your Google Analytics audience data for insights
- Test new affinity and in-market categories as they become available
- Experiment with bid adjustments and priority settings for high-performing audience segments
- Remove poor performing segments and keep expanding your audience pool
Continuous optimization allows you to refine your targeting and improve campaign results.
What is an example of an ideal demographic target for an outdoor gear brand?
An ideal target could be:
Men ages 30-45
Income $75,000 – $100,000
Located in Colorado, Oregon, Washington, and California
This focuses squarely on higher income men in prime outdoor states likely to engage in activities like hiking, camping, and skiing that require quality gear purchases.
Should you rely solely on demographic targeting for outdoor video campaigns?
No, demographics should be combined with other factors like in-market status, interests, video targeting, and more. Relying only on demographics can miss qualified audiences from other segments. A diversity of targeting provides the best results.
How can you optimize YouTube channel/video targeting for outdoor ads?
Best practices are:
- Test a variety of outdoor recreation channels
- Analyze engagement metrics to identify top performing channels
- Refine channel targeting to include most relevant videos
- Use exclusions to avoid poor performing channels
- Monitor latest uploads for new relevant content
Regular optimization allows you to hone in on the YouTube placements driving the highest engagement.