A BIG Targeting Change Just Happened with Google Ads
Here's how to stay ahead of your competitors this year
/Google Ads Thread/
Here's how to stay ahead of your competitors this year
/Google Ads Thread/
What Targeting is Dead This Year?
Similar To Segments
(yeah it sucks, but oh well)
Why?
Google is of course mentioning data & privacy concerns...but it's 1 step closer to the "full automation" approach the Google team has been trying to push for years
Similar To Segments
(yeah it sucks, but oh well)
Why?
Google is of course mentioning data & privacy concerns...but it's 1 step closer to the "full automation" approach the Google team has been trying to push for years
Here's The Timeline on Killing Similar To Audiences (part I)
May 2023
•New Similar audiences stop being generated
•Existing Similar audiences can't be added to new campaigns
•Existing Similar audiences/campaigns continue to run
May 2023
•New Similar audiences stop being generated
•Existing Similar audiences can't be added to new campaigns
•Existing Similar audiences/campaigns continue to run
Here's The Timeline on Killing Similar To Audiences (part II)
August 2023
•Similar audiences are removed from campaigns (killed)
•Historical reporting data will remain available
So how do you transition your targeting?
It depends on the network & goal
August 2023
•Similar audiences are removed from campaigns (killed)
•Historical reporting data will remain available
So how do you transition your targeting?
It depends on the network & goal
Best Practices Post-Similar To
Discovery
> Optimized Targeting
Display
> Optimized Targeting
Video (Action)
> Optimized Targeting
> note: content targeting is dead too
Video (Other)
> Audience Expansion
Search
> Smart x 1st Party Data
Shopping
> Smart x 1st Party Data
Discovery
> Optimized Targeting
Display
> Optimized Targeting
Video (Action)
> Optimized Targeting
> note: content targeting is dead too
Video (Other)
> Audience Expansion
Search
> Smart x 1st Party Data
Shopping
> Smart x 1st Party Data
How To Use Similar To After It's Killed?
Display / Discovery / Video (Action)
> Use optimized targeting with your 1st party customer lists as audience hints
Video (Other)
> Use audience expansion with your 1st party customer lists (ad group level)
Display / Discovery / Video (Action)
> Use optimized targeting with your 1st party customer lists as audience hints
Video (Other)
> Use audience expansion with your 1st party customer lists (ad group level)
Google's 2nd Best Targeting Method is Being Killed in 2023
Here's how to stay ahead of your competitors
1. Upload your 1st party customer lists
2. Use optimized targeting or audience expansion
aka Google's targeting will include the "similar to" function w/ 1st party data
Here's how to stay ahead of your competitors
1. Upload your 1st party customer lists
2. Use optimized targeting or audience expansion
aka Google's targeting will include the "similar to" function w/ 1st party data
Loading suggestions...