Google has recently rolled out new features on YouTube, giving more control to the advertisers.

One change they have made to their platform allows select advertisers the ability to voluntarily age-restrict their videos.

As well as age restrictions, advertisers have been given the ability to pick and choose individual videos on YouTube to target using the Video Targeting Tool. There is now a feature that allows advertisers to pick specific YouTube videos and channels that they don't want their ads to appear on.

For example, let's say you sell cheesecakes. You are using YouTube to gain good exposure for your goods online. Now you can indicate which videos are not the best fit for your audience. Since your customers are not watching "How To Make Spaghetti Bolognese", you can provide this video exclusion under the "Networks" tab.

Similarly, you might try to run a keyword-targeted campaign on dessert-related keywords and exclude whole campaigns that you don't feel suit your audience. So if FarmToSchool has videos centred mainly on serving healthy meals in school, you have the controls to prevent ads from showing on that channel and specific videos.

The same can be done if your ads are appearing on a video that has content you deem inappropriate for your audience, or isn't performing in terms of click-through rate or conversions. This new feature allows you to optimise your campaign.