STEVEN BÜRMANN
SEA SPECIALIST
Written on: 2023-03-20
Modified on: 2023-03-20
5 min. read
Google Ads is discontinuing similar audiences, which you may know as similar segments. What exactly is changing, when do the changes take effect, and how should you prepare? We have investigated this to explain it to you.
What are similar audiences for advertisements?
Similar audiences in Google Ads are used to allow the tool itself to create an audience based on remarketing lists. Google compiles these lists itself, so you have no direct influence over them. It is a list of potential customers who have previously shown interest in your products or services, for example, because they visited the website.
Google uses recent search activity to compile remarketing lists. The list maps collective search behavior. Google then finds new potential customers with similar search behavior. Furthermore, Google can update the lists if search behavior changes, so that your remarketing efforts evolve accordingly.
What is going to change?
Google Ads will discontinue these similar audiences or similar segments. Ultimately, Google will also actually remove the similar audiences from campaigns and ad groups. You will, however, retain access to historical reporting.
Google is changing its policy due to laws and regulations regarding privacy and data collection. Unfortunately, it is no longer possible to use similar audiences. Google offers a few automated tools to achieve the same results, but in a privacy-friendly manner. These include tools for optimized targeting and Smart Bidding.
Optimized targeting
Optimized targeting uses information such as search terms on your website’s landing pages, or the use of search terms in creative asset files. The tool then searches for audiences that align with your campaign goals. Google explains exactly online what optimized targeting entails.
Smart Bidding: new bidding strategy
Are you using Smart Bidding? The tool uses data from all your campaigns to optimize performance. This even applies to campaigns without further data. Manually add relevant search terms to low-volume campaigns. This will expand your targeting and allow you to increase the number of conversions. Google explains exactly online what Smart Bidding entails.
With both automated tools, you use first-party data, thus complying with the new laws and regulations.
Changes as of May 1 and August 1
Google Ads will discontinue similar audiences or similar segments for campaigns and ad groups as of May 1 and August 1.
- From May 1, you will no longer be able to add similar audiences. You can still continue to target existing similar audiences that you previously linked to campaigns. Please note that you will no longer be able to create new conversion value rules. Existing rules will continue to function as normal. The tool will no longer create new similar audiences.
- From August 1, you will no longer be able to use similar audiences for targeting and reporting. Google will remove all similar audiences and will no longer display them in Ads. Conversion value rules will no longer function. Furthermore, the tool will no longer adjust the conversion value based on similar audiences.
Preparation: Google offers multiple solutions
Curious about what you can do to prepare for the changes on May 1 and August 1? Google explains exactly online which preparations you can take.
- For Search campaigns
Use Smart Bidding if you currently bid manually on different segments, or if you use conversion value rules. And do you use similar audiences to reach customers? Then create a new customer acquisition goal. - For Display, Discovery, and Video
Use optimized targeting and first-party data about segments to continue targeting. And do you use similar audiences for different ad groups or campaigns? Then use optimized targeting there as well. - For YouTube Awareness, Reach Video, and Consideration Video
If you use similar audiences, you must change this to first-party data in ad groups. Additionally, use audience expansion to reach more potential customers based on that data.
