Google is Getting Rid of Similar Audiences Segments
If in case you’re not aware yet, Google will be getting rid of similar audiences segments starting May of 2023. Which means this segments is going to stop generating audiences and also if you’re using similar audiences segments even before the update, it will be no longer can be used for campaigns and ad groups on Display and Video 360.
By August 2023 all applied similar audiences segments will be totally removed from all of your ad groups and campaigns.
So what does this mean? More automation on Google’s end. According to Google, Similar Audiences segments are going to transition to a
“More powerful, tested, privacy-centric automated solutions. These solutions help advertisers connect with relevant audiences, all while meeting people’s expectations for privacy.”
“We are committed to creating durable, resilient solutions for our advertisers to help them reach an engaged and relevant audience, even as fewer third-party cookies are available. Automation is a big part of this commitment.”
Optimized Targeting and Audience Expansion
The following will be replacing the similar audiences segments: Optimized Targeting – which will lean more for video, display, discovery and performance max campaigns and also the Audience Expansions which will be more beneficial for advertisers running brand campaigns.
Additionally, here are some of the details on the new targeting:
Optimized Targeting: For advertisers who have Discovery, Display and Video action campaigns on Google Ads and Display & Video 360, this segment will be beneficial since this will help advertisers to find new and relevant audiences that have more chance to convert without relying on third-party cookies.
And according to Google, advertisers who used this targeting have seen a 55% improvement on the performance while using first-party audiences.
Audience Expansion: This segment works more for Awareness and Reach video or Consideration video campaigns. This is beneficial for advertisers to reach people who are likely to convert.
So when is this available? According to Google, this will be launched for Display & Video 360 in the first half of next year – 2023.
Read and learn more about these upcoming changes on the Official Google Help Center post.