As of May 2023, advertisers won’t be able to generate new similar audiences segments. You also won’t be able to add existing similar audiences segments to new campaigns and ad groups in Google Ads and Display & Video 360. Segments that were added before May will continue to function.
As of August 2023, similar audiences segments will be removed from all ad groups and campaigns. This was announced by Google Ads in the advertisers’ help section.
The company explained changes by expanding user privacy. Google Ads also announced that advertisers will be offered more powerful and reliable automated solutions.
The company offered several options that will allow you to reach similar audiences:
- Optimized targeting for Discovery, Display, and Video Action campaigns in Google Ads and Display & Video 360. This option will allow you to seek out users to provide you with conversions. This optimized targeting feature does not utilize third-party cookies.
- An AI-based audience extension function that increases outreach and attracts the users’ attention to video campaigns.
- Smart Bidding for search and product campaigns automatically utilizes advertisers’ data.
To assess the performance of these solutions, the Google Ads team recommends using the “Audience Statistics” section.