{"id":5088,"date":"2023-03-20T10:42:51","date_gmt":"2023-03-20T10:42:51","guid":{"rendered":"https:\/\/abnormal.nl\/blog\/please-note-google-ads-will-stop-using-similar-audiences-for-advertisements-in-2023\/"},"modified":"2026-08-31T09:27:20","modified_gmt":"2026-08-31T09:27:20","slug":"please-note-google-ads-will-stop-using-similar-audiences-for-advertisements-in-2023","status":"publish","type":"post","link":"https:\/\/abnormal.nl\/en\/blog\/please-note-google-ads-will-stop-using-similar-audiences-for-advertisements-in-2023\/","title":{"rendered":"Please note: Google Ads will stop using similar audiences for advertisements in 2023"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row el_class=&#8221;pb-30&#8243;][vc_column][vc_single_image image=&#8221;4503&#8243; img_size=&#8221;full&#8221; el_class=&#8221;image&#8211;reveal&#8221;][\/vc_column][\/vc_row][vc_row equal_height=&#8221;yes&#8221; el_class=&#8221;blog-pagina-content&#8221;][vc_column width=&#8221;2\/3&#8243; el_class=&#8221;content-column&#8221;][vc_row_inner el_class=&#8221;blog-summary&#8221;][vc_column_inner el_class=&#8221;summary-item&#8221; width=&#8221;1\/3&#8243;][vc_column_text]<img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-3405\" src=\"https:\/\/eyeonline.nl\/wp-content\/uploads\/2023\/03\/1579528211181-300x300.jpg\" alt=\"\" width=\"300\" height=\"300\" srcset=\"https:\/\/abnormal.nl\/wp-content\/uploads\/2023\/03\/1579528211181-300x300.jpg 300w, https:\/\/abnormal.nl\/wp-content\/uploads\/2023\/03\/1579528211181-150x150.jpg 150w, https:\/\/abnormal.nl\/wp-content\/uploads\/2023\/03\/1579528211181.jpg 613w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>STEVEN B\u00dcRMANN<br \/>\nSEA SPECIALIST[\/vc_column_text][\/vc_column_inner][vc_column_inner el_class=&#8221;summary-item&#8221; width=&#8221;1\/3&#8243;][vc_column_text]<i class=\"fas fa-calendar-alt fa-2x\"><\/i>Written on: 2023-03-20<br \/>\nModified on: 2023-03-20[\/vc_column_text][\/vc_column_inner][vc_column_inner el_class=&#8221;summary-item&#8221; width=&#8221;1\/3&#8243; el_id=&#8221;summary-item-leestijd&#8221;][vc_column_text]<i class=\"fas fa-clock fa-2x\"><\/i>5 min. read[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][vc_column width=&#8221;1\/3&#8243; el_class=&#8221;table-content-column sticky-wrap&#8221; css=&#8221;.vc_custom_1677568560328{margin-bottom: 35px !important;}&#8221;][vc_tta_accordion section_title_tag=&#8221;h5&#8243; style=&#8221;outline&#8221; color=&#8221;black&#8221; c_icon=&#8221;&#8221; active_section=&#8221;0&#8243; collapsible_all=&#8221;true&#8221; el_class=&#8221;acc-dropdown sticky&#8221;][vc_tta_section i_icon_fontawesome=&#8221;fas fa-caret-up&#8221; add_icon=&#8221;true&#8221; title=&#8221;Discover article topics&#8221; tab_id=&#8221;1677163041648-b4154d91-9bf5af54-a45d&#8221; el_class=&#8221;table-content-dropdown&#8221;][vc_column_text el_class=&#8221;intro list&#8221;]<\/p>\n<ul>\n<li><a href=\"#doelgroepen\">What are similar audiences for advertisements?<\/a><\/li>\n<li><a href=\"#veranderen\">What is going to change?<\/a><\/li>\n<li><a href=\"#biedstrategie\">Smart Bidding: new bidding strategy<\/a><\/li>\n<li><a href=\"#mei\">Changes as of May 1 and August 1<\/a><\/li>\n<li><a href=\"#voorbereiden\">Preparation: Google offers multiple solutions<\/a><\/li>\n<\/ul>\n<p>[\/vc_column_text][\/vc_tta_section][\/vc_tta_accordion][\/vc_column][\/vc_row][vc_row el_class=&#8221;blog-pagina-content&#8221;][vc_column width=&#8221;2\/3&#8243; el_class=&#8221;content-column&#8221;][vc_column_text el_class=&#8221;intro list&#8221;]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.[\/vc_column_text][vc_custom_heading text=&#8221;<b>What<\/b> are similar audiences for advertisements?&#8221; use_theme_fonts=&#8221;yes&#8221; css=&#8221;.vc_custom_1679307797014{padding-top: 5% !important;}&#8221; el_id=&#8221;doelgroepen&#8221;][vc_column_text]<span style=\"font-weight: 400;\">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.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">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.    <\/span>[\/vc_column_text][vc_custom_heading text=&#8221;<b>What<\/b> is going to change?&#8221; use_theme_fonts=&#8221;yes&#8221; css=&#8221;.vc_custom_1679307806853{padding-top: 5% !important;}&#8221; el_id=&#8221;veranderen&#8221;][vc_column_text]<span style=\"font-weight: 400;\">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.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">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.    <\/span><\/p>\n<p><strong>Optimized targeting<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Optimized targeting uses information such as search terms on your website&#8217;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     <\/span><a href=\"https:\/\/support.google.com\/google-ads\/answer\/10537509\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">explains exactly online<\/span><\/a><span style=\"font-weight: 400;\"> what optimized targeting entails. <\/span>[\/vc_column_text][vc_custom_heading text=&#8221;<b>Smart Bidding:<\/b> new bidding strategy&#8221; use_theme_fonts=&#8221;yes&#8221; css=&#8221;.vc_custom_1679307814974{padding-top: 5% !important;}&#8221; el_id=&#8221;bidstrategie&#8221;][vc_column_text el_class=&#8221;list&#8221; el_id=&#8221;margin-tfix&#8221;]<span style=\"font-weight: 400;\">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       <\/span><a href=\"https:\/\/support.google.com\/google-ads\/answer\/7065882\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">explains exactly online<\/span><\/a><span style=\"font-weight: 400;\"> what Smart Bidding entails.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">With both automated tools, you use first-party data, thus complying with the new laws and regulations.<\/span><\/i>[\/vc_column_text][vc_custom_heading text=&#8221;<b>Changes <\/b>as of May 1 and August 1&#8243; use_theme_fonts=&#8221;yes&#8221; css=&#8221;.vc_custom_1679308907919{padding-top: 5% !important;}&#8221; el_id=&#8221;mei&#8221;][vc_column_text]<span style=\"font-weight: 400;\">Google Ads will discontinue similar audiences or similar segments for campaigns and ad groups as of May 1 and August 1.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"3\"><span style=\"font-weight: 400;\">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.    <\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"3\"><span style=\"font-weight: 400;\">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.    <\/span><\/li>\n<\/ul>\n<p>[\/vc_column_text][vc_custom_heading text=&#8221;<b>Preparation:<\/b> Google offers multiple solutions&#8221; use_theme_fonts=&#8221;yes&#8221; css=&#8221;.vc_custom_1679307833280{padding-top: 5% !important;}&#8221; el_id=&#8221;voorbereiden&#8221;][vc_column_text el_class=&#8221;list&#8221; el_id=&#8221;margin-tfix&#8221;]<span style=\"font-weight: 400;\">Curious about what you can do to prepare for the changes on May 1 and August 1? Google   <\/span><a href=\"https:\/\/support.google.com\/google-ads\/answer\/12463119\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">explains exactly online which preparations you can take<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"3\"><b>For Search campaigns<\/b><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">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    <\/span><a href=\"https:\/\/support.google.com\/google-ads\/answer\/12080169\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">new customer acquisition goal<\/span><\/a><span style=\"font-weight: 400;\">. <\/span> <\/li>\n<li style=\"font-weight: 400;\" aria-level=\"3\"><b>For Display, Discovery, and Video<\/b><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">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.   <\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"3\"><b>For YouTube Awareness, Reach Video, and Consideration Video<br \/>\n<\/b>If you use similar audiences, you must change this to first-party data in ad groups. Additionally, use <i>audience expansion<\/i> to reach more potential customers based on that data. <\/li>\n<\/ul>\n<p>[\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/3&#8243;][\/vc_column][\/vc_row][vc_section el_class=&#8221;sticky-stopper&#8221;][\/vc_section]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row el_class=&#8221;pb-30&#8243;][vc_column][vc_single_image image=&#8221;4503&#8243; img_size=&#8221;full&#8221; el_class=&#8221;image&#8211;reveal&#8221;][\/vc_column][\/vc_row][vc_row equal_height=&#8221;yes&#8221; el_class=&#8221;blog-pagina-content&#8221;][vc_column width=&#8221;2\/3&#8243; el_class=&#8221;content-column&#8221;][vc_row_inner el_class=&#8221;blog-summary&#8221;][vc_column_inner el_class=&#8221;summary-item&#8221; width=&#8221;1\/3&#8243;][vc_column_text]STEVEN B\u00dcRMANN SEA SPECIALIST[\/vc_column_text][\/vc_column_inner][vc_column_inner el_class=&#8221;summary-item&#8221; width=&#8221;1\/3&#8243;][vc_column_text]Written on: 2023-03-20 Modified on: 2023-03-20[\/vc_column_text][\/vc_column_inner][vc_column_inner el_class=&#8221;summary-item&#8221; width=&#8221;1\/3&#8243; el_id=&#8221;summary-item-leestijd&#8221;][vc_column_text]5 min. read[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][vc_column width=&#8221;1\/3&#8243; el_class=&#8221;table-content-column sticky-wrap&#8221; css=&#8221;.vc_custom_1677568560328{margin-bottom: 35px !important;}&#8221;][vc_tta_accordion section_title_tag=&#8221;h5&#8243; style=&#8221;outline&#8221; color=&#8221;black&#8221; c_icon=&#8221;&#8221; active_section=&#8221;0&#8243; collapsible_all=&#8221;true&#8221; el_class=&#8221;acc-dropdown sticky&#8221;][vc_tta_section i_icon_fontawesome=&#8221;fas fa-caret-up&#8221; add_icon=&#8221;true&#8221; title=&#8221;Discover article topics&#8221; tab_id=&#8221;1677163041648-b4154d91-9bf5af54-a45d&#8221; el_class=&#8221;table-content-dropdown&#8221;][vc_column_text el_class=&#8221;intro list&#8221;] What are similar audiences [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":4503,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[39],"tags":[],"class_list":["post-5088","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo"],"acf":[],"_links":{"self":[{"href":"https:\/\/abnormal.nl\/en\/wp-json\/wp\/v2\/posts\/5088","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/abnormal.nl\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/abnormal.nl\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/abnormal.nl\/en\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/abnormal.nl\/en\/wp-json\/wp\/v2\/comments?post=5088"}],"version-history":[{"count":3,"href":"https:\/\/abnormal.nl\/en\/wp-json\/wp\/v2\/posts\/5088\/revisions"}],"predecessor-version":[{"id":5091,"href":"https:\/\/abnormal.nl\/en\/wp-json\/wp\/v2\/posts\/5088\/revisions\/5091"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/abnormal.nl\/en\/wp-json\/wp\/v2\/media\/4503"}],"wp:attachment":[{"href":"https:\/\/abnormal.nl\/en\/wp-json\/wp\/v2\/media?parent=5088"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/abnormal.nl\/en\/wp-json\/wp\/v2\/categories?post=5088"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/abnormal.nl\/en\/wp-json\/wp\/v2\/tags?post=5088"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}