Similar audiences sunset announced: no new segments from May 2023, removal from campaigns in August 2023
- Date
- Nov 1, 2022
- Primary source
- Google Ads Help
Google announced it would stop generating similar audiences segments and block adding them to campaigns starting May 2023, and remove them from all ad groups and campaigns in August 2023 (historical reporting retained). Optimized targeting (Discovery, Display, Video action), audience expansion (video reach/consideration, available now in Google Ads) and Smart Bidding with first-party data were positioned as replacements, alongside new audience insights.
- May 2023: new similar audiences segments stop being generated; existing segments cannot be added to campaigns.
- August 2023: similar audiences removed from all ad groups and campaigns in Google Ads and Display & Video 360.
- Audience expansion for Display & Video 360 slated for H1 2023.
Sources
- open_in_newBuilding more durable and effective audience strategies in Google's ads platformsGoogle Ads Help · Nov 1, 2022
- open_in_newGoogle is getting rid of similar audiences segmentsSearch Engine Land · Nov 1, 2022
- open_in_newGoogle Ads Similar Audiences Segments Going Away Next YearSearch Engine Roundtable · Nov 2, 2022
- open_in_newGoogle Announces Sunset Of Similar AudiencesSearch Engine Journal · Nov 2, 2022
Related changes
Undo