This is a gentle reminder that on August 1, Google will remove similar audiences (or segments) from all ad groups and campaigns. Please have a look at the full announcement here. Campaigns using similar audiences will automatically get opted into optimised targeting and audience expansion moving forward. Marketers who would rather avoid this can go to the audiences tab in the Google Ads settings page and manually turn off the campaigns instead. It’s important to note that historical similar audiences data from past campaigns will still be accessible despite the transition. Why we (still) care. When marketers use first-party data (for example, customer lists) to create a similar audience segment, this data can generate a hugely influential performance driver for new customers within Google Ads. By combining similar segments with display ad campaigns, marketers can achieve 41% more conversions, according to Google. So losing this data will be of concern to users The new automation features set out to help marketers better connect with relevant audiences, measure results and unlock growth even more so than before, resulting in better reach and ROI. But whether they agree with Google remains to be seen. What has Google said? Google told marketers that its new features encourage an audience strategy anchored in automation, which it claims makes it easier to market at the speed of consumers. A statement posted on the Google Ads Help Center read:
Why now? Google announced in November 2022 that similar audiences would sunset in August following the phasing out of third-party cookies and the ongoing need to increase user privacy. The search engine explained:
Deep dive. Read Google's Audience Insights guide for more information on how automated solutions help advertisers achieve their marketing objectives. You can also check out our top tips on how to move away from similar audience segments and what action you should be taking next. The post Reminder – Google’s similar audiences are being removed appeared first on Search Engine Land. via Search Engine Land https://ift.tt/HG2PiVt
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