Google Removes Lookalike Audience Segments

Advertisers using similar audiences segments in their Google campaigns will have until August 2023 before they're gone forever

Beginning in May 2023, similar audiences segments on Google Ads and Display & Video 360 will no longer be created, and existing similar audiences segments won't be added to campaigns and ad groups.

Similar audience segments will be eliminated from all ad groups and campaigns in August 2023.

how this relates. greater automation Similar audience segments will switch to "more powerful, tried-and-true automated solutions," according to Google. While maintaining privacy standards, these technologies assist advertising in reaching appropriate consumers.

"Even though there are fewer third-party cookies available, we are committed to developing robust, long-lasting solutions for our advertisers to assist them in reaching an interested and pertinent audience. A significant portion of this commitment involves automation.

Enter Optimized Targeting and Audience Expansion

Optimized Targeting (for video, display discovery, and performance ads) and Audience Expansion are intended to replace similar audiences segments (for brand campaigns).

Enhanced Targeting Using optimal targeting, businesses may uncover new and relevant audiences that are likely to convert without depending on third-party cookies for Discovery, Display, and Video action campaigns on Google Ads and Display & Video 360.

Google say. When leveraging first-party audiences, advertisers who use optimal targeting on Display and Video 360 can experience an improvement of, on average, 55%

Expanding the audience. Expanding their audience makes it easier for businesses to connect with more people who are likely to convert for awareness and reach videos or consideration videos.

Availability. This solution is already available in Google Ads and will be launched for Display & Video 360 in the first half of 2023.

Should be aware of When developing or modifying your Smart Bidding and Optimized Targeting settings, keep in mind the following characteristics and best practices.

Customer Match lists are still available for usage by advertisers in Smart Bidding and Optimised Targeting.
For in-store purchases and offline conversions, use smart bidding.
You may (and should) change the conversion values for Smart Bidding

Look farther. Audience Insights, a new feature on the Insights Page that aids companies in learning more about their clients' interests and how they interact with their ads, can be used by advertisers to comprehend how these automated solutions contribute to their marketing goals.

More information about these changes is available in the Google Help Center page.

Why we care Segments for Similar Audiences will be accessible for the ensuing (at least) six months. If these portions are being used in your advertisements, you can keep doing so until after the holiday season. To make the transition to Smart Bidding and Optimized Targeting less detrimental, you should still prepare and test it.