Google is removing “similar audiences” / “similar segments” for targeting; Reporting will no longer be generated.
From May 2023, similar audiences segments for targeting will disappear and reporting will no longer be generated.
Google have just announced that starting in May 2023, similar audiences segments for targeting and reporting will no longer be generated.
Google have stated that Search Engine Marketers on the Google Ads platform will no longer be able to “add any existing similar audiences segments to any campaigns or ad groups in Google Ads or Display & Video 360”.
Similar segments will be replaced with different campaign types, offering alternative solutions to for leveraging first-party data, reaching appropriate audiences and campaign performance improvements.
Optimized Targeting and Audience Expansion
Replacing similar audiences segments will be Optimized Targeting (for video, display discovery and performance campaigns) and Audience Expansion (for brand campaigns).
Google said that “We want to upgrade similar audiences to more powerful solutions, such as optimized targeting, audience expansion, and Smart Bidding, that will leverage your first-party data signals and optimize directly for your business goals. With upcoming changes, like third-party cookies getting phased out, we need to transition to more durable strategies to help grow your business. The best way to stay ahead of these shifts is through automation which helps you reach relevant audiences, and measure results, in privacy-centric ways.”
Google also stated that access to historical reporting for similar audiences segments will remain.
Google have advised that all Google Ads customers who have been using the similar audiences feature “on Display, Discovery, or Video campaigns” will need to opt into optimized targeting or audience expansion to ensure that they can continue to reach relevant, expanded audiences.
For similar audiences Search or Shopping campaigns users, who are yet to opt into Smart Bidding, you will need to do so. For those currently using Smart Bidding or running a Performance Max campaigns, no action is required.