le’s similar audiences will be removed.

Please take a look at the full announcement a href=”https://support.google.com/google-ads/answer/12929853?sjid=14641256090504409190-EU” rel=”noreferrer noopener” target=”_blank”>here/a>. You can read the complete announcement by clicking here.

All future campaigns that use similar audiences are automatically opted in for improved targeting and audience growth.

If you prefer to avoid this, go to the Audiences tab on the Google Ads Settings page and turn off campaigns manually.

It is important to remember that data on similar audiences from previous campaigns will remain accessible even after the transition.

Why we (still care). This data can be used by marketers to generate an influential performance driver within Google Ads for new customers when they use first-party data, such as customer lists. Google says that marketers can get 41% higher conversion rates by combining display ads with similar segments. Users will be concerned if this data is lost.

The new automation features are designed to help marketers connect better with relevant audiences, better measure results, and unlock growth, even more than before. This will result in a better reach and ROI. It remains to be determined whether or not they agree with Google.

What did Google say? Google informed marketers that the new features of its Ads Help Center encourage a strategy for audience based on automation. It claims this makes it easier to reach consumers at their speed. Google Ads Help Center posted a statement that read:

• For Discovery, Display and Video Action campaigns on Google Ads and Display and Video 360, optimized targeting can help find new and relevant audience members that are more likely to convert, without relying upon third-party cookie. Advertisers who use optimised targetting on Display & Video 360 see an average 55% improvement using first-party audience.
• “Audience expansion is a great way to reach people who matter for your business. Audience expansion, which uses machine learning to increase reach incrementally with new relevant audiences, helps marketers grow their reach. This solution is available on Google Ads, and will be released for Display & video 360 in the first quarter of 2023.”
• Smart Bidding, which automatically uses signals from first-party data to predict bids for Search and Shopping campaigns will allow advertisers to reach their most valuable customers. Over 80% of Google’s advertisers already use automated bidding. Even though observable data is becoming less accessible, automation will still help you achieve strong results.
• To understand how automated solutions can help you achieve your marketing goals, advertisers can use the audience-insights feature. This new feature is available on the insights page and helps brands to learn more about their customers’ interests as well as how they interact with ads.

Why Now? Google announced, in November 2022, that similar audiences will sunset in August due to the phase-out of third-party cookie and the need to maintain user privacy. The search engine explained this:

• The ongoing uncertainty that we are experiencing today forces us, as the advertising industry, to reevaluate our formulas for success in order to find new and more effective ways to grow your business. As online marketing strategies evolve, and as new privacy-preserving options develop, you will need to find new, durable strategies for growing your business.
• In 2023 we will gradually move similar audiences over to automated solutions that are more powerful and durable. This will help you to connect with relevant audiences, unlock growth, and meet people’s privacy expectations.
• A strategy for audience based on automation will help you market faster than consumers. In a privacy landscape that is constantly evolving, this will help you meet people’s needs and maximize your results.

Deep dive. Google’s Guide to Audience Insights provides more information about how automated solutions can help advertisers reach their marketing goals. Check out our top tips for on how to get away from similar audiences segments, and what you should do next.

The first time Search Engine land published the post Reminder: Google’s similar audience is being removed.