Google is gradually removing similar audiences. Why is this happening, what does it mean for your advertising strategies, and how can you prepare for this change?
Google has begun phasing out similar audiences. This change will impact your advertising strategies. In this article, you’ll learn what similar audiences are, what you’ll likely be using instead, and how to prepare for this change.
What is the concept of similar audiences?
Similar audiences and segments are a feature in Google Ads that allows you to find users on the internet who exhibit similar behavior to visitors to slovenia mobile database your remarketing lists (such as website visitors, customer lists, or viewers of your videos). This way, your ads can reach exactly the right audience, as you can use this data in all types of advertising campaigns. Google says the change is intended to help advertisers on its platforms keep pace with changing consumer behavior. The online marketing landscape is evolving rapidly due to increasing concerns about privacy.
It is no longer possible to use similar audiences in ad groups or ad campaigns from August 2023. If you were using similar audiences at that time, they were automatically removed from your ad accounts.
When and why did this change occur?
It is now appropriate to use different tools for different types of advertising campaigns. Let’s introduce some of them: For Discovery, display, and video campaigns that call users to action, we recommend using optimized targeting with first-party audiences.
Campaigns to reach an audience can use audience expansion. For search and Google Shopping campaigns, we recommend using Smart Bidding, which automatically uses signals from your first-party data.
What are the differences between similar segments, audience expansion, and optimized targeting?
All three names may sound quite similar at first glance, but they are still different from each other. So let’s explain how.
What can we replace the function of similar audiences with?
This feature can find users who are similar to those in your existing segments, as described above.
The audience will expand to include have a good presence online audiences similar to your existing audience, but will not offer you users who are not similar to your existing audience, even if such users would likely convert.
Optimized targeting expands conversions by finding users similar to those who convert on your ads, even if they differ from the original profile of the defined audience.
Audience expansion is only available for engagement-focused campaigns, while optimized targeting is only available for Discovery campaigns, content advertising campaigns, and action-focused video campaigns.
Think of optimized targeting as loose audience match
Optimized targeting can be thought of as loose matching with a pre-defined audience. The goal is to let the algorithms do the cambodia businesses directory work and look for opportunities to achieve better CPA, ROAS, or whatever other metric your bidding strategy is focused on (called optimized targeting).
Never use optimized targeting with remarketing campaigns. What should we The goal of these campaigns is to show ads to users who already have a relationship with your business and encourage them to make a purchase. In contrast, optimized targeting finds new users who may not be on your remarketing list.