Late last year, Google announced that it would discontinue the Similar Audiences feature on Google Ads. Ginny Marvin, a liaison for the Google Ads team, stated that Google would phase out Similar Audiences by 2023. Let's take a look at the full details together.
You Can No Longer Use or Create Similar Audiences
According to Google's plan for updating the Similar Audiences feature, starting in May 2023 users will no longer be allowed to create Similar Audiences or apply Similar Audiences. However, existing campaigns that already use Similar Audiences will continue to run as usual.
Similar Audiences Will Be Permanently Discontinued
Google gave users a continued window from May through August 2023. By August, the Similar Audiences feature will be officially discontinued, and Google will remove the Similar Audience Segments that have been created from all Ad Groups and campaigns. Even so, users will still be able to access historical reports if needed.
Why Does Google Need to Discontinue Similar Audiences
Google states that this change is a result of:
Because Google is well aware of the importance of building Audience Segments to make online marketing more effective, it therefore needs to shift this feature toward new solutions, whether that be Smart Bidding, Audience Expansion, or Optimized Targeting, all of which will help find Audience Segments more effectively.
Final Thoughts
As you can see, Google is always adapting to current trends. The removal of Similar Audiences from Google Ads should be seen as an upgrade rather than simply doing away with the feature, with Google placing greater emphasis on Automation. Next time, we'll take everyone on a deep dive into the various features for building Audience Segments on the new generation of Google Ads.
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