Similar Audiences, also called Similar Segments, is a Google Ads tool that helps advertisers find new audiences with search behaviors similar to those of the remarketing audiences in your campaign.
Google Ads’ Similar Audiences tool finds new potential customers by analyzing the recent search activity of users on your remarketing list to aggregate the search behavior of users on your list. It then uses this information to automatically find new potential customers with search behaviors similar to those of your audience.
Google is eliminating Similar Audiences for several reasons. The primary reason for this decision is privacy. Concerns about data and online privacy have quickly become a topic of discussion in recent years, and Google is making this change to adapt to the evolving behavior of advertisers and consumers by implementing more “privacy-oriented” strategies.
Another important factor that led to the decision to eliminate Google Ads’ Similar Audiences is changes in online marketing strategies and approaches. Google is focusing on more “sustainable” strategies, such as automation, to anticipate shifts in online marketing.
In place of Similar Audiences, Google will still offer other enhanced solutions for different types of campaigns to leverage first-party data and reach the right audience. These tools include Optimized Targeting, Audience Expansion, and Smart Bidding.
Optimized Targeting helps advertisers reach relevant and extended audiences and optimize them for conversion objectives. We recommend using Optimized Targeting if you are using Similar Audiences in the following campaigns: Display campaigns, Discovery campaigns, Video Action campaigns.
Audience Expansion helps you reach people similar to those in your first-party data by including segments of your first-party data in ad groups. You should enable Audience Expansion if you are using Google Ads’ Similar Audiences in the following campaigns: Awareness and Reach Video campaigns, Consideration Video campaigns.
Google’s Smart Bidding refers to bidding strategies that use machine learning in each auction to optimize conversions or conversion value. We recommend using Smart Bidding if you used Similar Audiences for Search or Shopping campaigns.
If you are already using Smart Bidding or running a Performance Max campaign, you will not need to make any changes to your strategy, as Performance Max campaigns automatically leverage signals from your first-party data.
Don’t worry, because Google will not eliminate Similar Audiences overnight: the change will
happen in two main phases. This means advertisers will have time to adjust their Google Ads strategies in preparation for the major change. Keep reading for a brief timeline of when Google will begin to eliminate Similar Audiences.
Starting in May 2023, advertisers will no longer be able to add Similar Audiences to existing campaigns or ad groups. That said, they will still be able to target Similar Audiences already linked to campaigns.
Additionally, advertisers will not be able to create new Conversion Value Rules based on Similar Audiences, nor will Similar Audiences be automatically created for data segments. Existing Conversion Value rules will continue to work.
August 2023 will mark the final phase of changes in Google’s elimination of Similar Audiences. Starting August 1st, Similar Audiences will no longer be available for targeting and reporting and will be removed from all ad groups and campaigns.
Similar Audiences will no longer appear in Google Ads and Audience Manager and will not be included in Google Ads information or reports (historical reports will still be available!). Finally, Conversion Value Rules that use Similar Audiences will no longer work, and Conversion Values will not be adjusted based on Similar Audiences.
