To meet the requirements of consumer privacy, there will be a Google Ads update that will affect similar audiences targeting. Google Ads Liaison Ginny Marvin announced that the ads platform will phase out similar audience targeting in 2023.
There won’t be any changes for users currently using similar audience targeting in their campaigns and ad groups.
Google also confirmed that users can still use similar audience segments until August 2023. However, users will only be able to add new similar audience segments to their campaigns and ad groups.
May 2023 Update
In May 2023, Google Ads will stop generating any new similar audience segments. Users will also no longer be able to add their existing similar audience segments to any new campaigns or ad groups.
The good news is that any similar audience segments already added to campaigns will continue to function.
August 2023 Update
The second phase of the update will happen in August 2023. By this time, Google will remove any existing similar audience segments from all campaigns and ad groups. But advertisers will still have access to their historical reporting for their audience segments.
Google Ads Changes
Google explained that these changes are caused by two factors:
- The development of privacy-preserving options
- The evolution of online advertising
This change was a big leap from Google’s stance back in 2021. Google previously announced that they would not provide an alternative to third-party cookies, which serves as assertive feedback from marketers to change the landscape.
But without an alternative, Google concluded that advertisers would likely move away from using Google Ads, which would significantly impact their advertising revenue.
With the changes in similar audience targeting, it will slowly transition to a more automated targeting solution.
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