{"id":23240,"date":"2022-12-14T00:51:16","date_gmt":"2022-12-14T00:51:16","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/14\/google-is-sunsetting-similar-audiences-in-2023-what-you-need-to-know\/"},"modified":"2022-12-14T00:51:16","modified_gmt":"2022-12-14T00:51:16","slug":"google-is-sunsetting-similar-audiences-in-2023-what-you-need-to-know","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/14\/google-is-sunsetting-similar-audiences-in-2023-what-you-need-to-know\/","title":{"rendered":"Google is Sunsetting Similar Audiences in 2023: What You Need to Know"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div>\n<p><a href=\"https:\/\/support.google.com\/google-ads\/answer\/12929853\" target=\"_blank\" rel=\"noopener\">Google recently announced<\/a> that starting next year, it will be phasing out similar audiences. So what are they, what\u2019s replacing them, and what do you need to know? Read on to find out, with expert input from PPC pro Jyll Saskin Gales!<\/p>\n<h4><strong>Table of contents<\/strong><\/h4>\n<h2>What are similar audiences?<\/h2>\n<p>Similar audiences, or similar segments, are Google\u2019s version of lookalike audiences. They work by finding people who exhibit similar online behavior to those in your remarketing lists (such as website visitors, customer lists, video viewers, etc.) and can be used across all campaign types.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.wordstream.com\/wp-content\/uploads\/2022\/09\/google-ads-similar-segments.png\" alt=\"google ads targeting - similar segment example\" width=\"517\" height=\"422\" class=\" wp-image-64675 aligncenter\" data-srcset=\"https:\/\/www.wordstream.com\/wp-content\/uploads\/2022\/09\/google-ads-similar-segments.png 517w, https:\/\/www.wordstream.com\/wp-content\/uploads\/2022\/09\/google-ads-similar-segments-480x392.png 480w\" data-sizes=\"auto, (min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 517px, 100vw\"\/><br \/><a id=\"when\"\/><\/p>\n<h2>When &amp; why are they going away?<\/h2>\n<p>Google says that the change is to help advertisers keep up with changes in consumer behavior and online marketing strategies as the privacy environment rapidly evolves. Here\u2019s the timeline:<\/p>\n<ul>\n<li><strong>May 2023:<\/strong> Google will stop generating new similar audience segments and stop adding existing similar audience segments to campaigns and ad groups. Campaigns or ad groups that have similar segments will continue to run.<\/li>\n<li><strong>August 2023:<\/strong> Google will remove similar segments from all ad groups and campaigns.<\/li>\n<\/ul>\n<p>\u00a0<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.wordstream.com\/wp-content\/uploads\/2022\/12\/similar-audiences-retiring.png\" alt=\"google deprecating similar audiences\" width=\"720\" height=\"543\" class=\"size-full wp-image-68302 aligncenter\" data-srcset=\"https:\/\/www.wordstream.com\/wp-content\/uploads\/2022\/12\/similar-audiences-retiring.png 720w, https:\/\/www.wordstream.com\/wp-content\/uploads\/2022\/12\/similar-audiences-retiring-480x362.png 480w\" data-sizes=\"auto, (min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 720px, 100vw\"\/><\/p>\n<h2>What\u2019s replacing them?<\/h2>\n<p>Here\u2019s what Google (and we) recommend you use in place of similar segments:<\/p>\n<ul>\n<li>For Discovery, Display, and Video action campaigns, use optimized targeting with first-party audiences.<\/li>\n<li>For video reach or consideration campaigns, use audience expansion.<\/li>\n<li>For Search and Shopping campaigns, use Smart Bidding, which automatically leverages signals from your first party data.<\/li>\n<\/ul>\n<p>The Smart Bidding part is pretty self-explanatory, and you can <a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2018\/12\/19\/google-ads-automated-bidding\">learn more about bidding strategies here<\/a>. But the Optimized targeting vs audience expansion piece is a little more confusing\u2026<br \/><a id=\"optimized\"\/><\/p>\n<h2>Similar audiences vs audience expansion vs optimized targeting<\/h2>\n<p>So what\u2019s the difference between similar audiences, audience expansion, and optimized targeting? Let\u2019s unpack them.<\/p>\n<p><strong>Similar audiences<\/strong> find people who resemble those in your existing audience segments (remarketing lists), meaning Google will still obey your audience targeting parameters.<\/p>\n<p>Both Optimized targeting and Audience expansion will find people outside of your existing audience targeting parameters, but to different extents.<\/p>\n<p><strong>Audience expansion<\/strong> will expand upon your existing audience, but will not venture into segments that are too unlike your existing audience, even if users in those segments are likely to convert. It is expanding that <em>audience<\/em>.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.wordstream.com\/wp-content\/uploads\/2022\/12\/how-audience-expansion-works-google-ads.png\" alt=\"how audience expansion works in google ads\" width=\"720\" height=\"405\" class=\"size-full wp-image-68682 aligncenter\" data-srcset=\"https:\/\/www.wordstream.com\/wp-content\/uploads\/2022\/12\/how-audience-expansion-works-google-ads.png 720w, https:\/\/www.wordstream.com\/wp-content\/uploads\/2022\/12\/how-audience-expansion-works-google-ads-480x270.png 480w\" data-sizes=\"auto, (min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 720px, 100vw\"\/><\/p>\n<p style=\"text-align: center;\"><em><a href=\"https:\/\/www.optmyzr.com\/blog\/google-ads-optimized-targeting-audience-expansion\/\" target=\"_blank\" rel=\"noopener\">Image source<\/a><\/em><\/p>\n<p><strong>Optimized targeting<\/strong>, on the other hand, is expanding those <em>conversions<\/em>, so it will find people similar to people who are converting on your ad, however you\u2019ve defined a conversion: purchasers, leads, engagers, etc\u2014even if they are dissimilar from your original audience profile. Optimized targeting was launched in <a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2021\/07\/22\/google-ads-optimized-targeting\">June 2021<\/a>.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.wordstream.com\/wp-content\/uploads\/2022\/12\/optimized-targeting-google-ads.png\" alt=\"how optimized targeting works in google ads\" width=\"720\" height=\"405\" class=\"size-full wp-image-68683 aligncenter\" data-srcset=\"https:\/\/www.wordstream.com\/wp-content\/uploads\/2022\/12\/optimized-targeting-google-ads.png 720w, https:\/\/www.wordstream.com\/wp-content\/uploads\/2022\/12\/optimized-targeting-google-ads-480x270.png 480w\" data-sizes=\"auto, (min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 720px, 100vw\"\/><\/p>\n<p>So it makes sense that Audience expansion is only available for reach-focused Video campaigns (Video campaigns that use the \u201cProduct and brand consideration\u201d or \u201cBrand awareness and reach\u201d goal) while Optimized targeting is only available for Discovery, Display, and conversion-focused Video campaigns (Video action campaigns).<\/p>\n<p>Note that Optimized targeting is automatically turned on at the ad group level for those campaign types. You can get a refresher on <a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2022\/10\/05\/types-of-google-ads\">all Google Ads campaign types here<\/a>.<br \/><a id=\"expert\"\/><\/p>\n<h2>Expert tips on optimized targeting<\/h2>\n<p>I talked with <a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2022\/02\/08\/ppc-influencers\">PPC influencer<\/a> Jyll Saskin Gales on this, as she just recently crafted this <a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2022\/09\/21\/google-ads-audience-targeting-cheat-sheet\">Google Ads audience targeting cheat sheet<\/a>, and she shares her tips and perspectives on Optimized targeting here.<\/p>\n<h3>Think of optimized targeting as the \u201cbroad match\u201d of the audience world<\/h3>\n<p>\u201cThis is one of those scenarios where, in my opinion, Google makes things way more complicated than they need to be! Most people probably don\u2019t even know that Audience expansion and Optimized targeting are two different things, and honestly, the distinction isn\u2019t terribly important.<\/p>\n<p>Personally, I think of optimized targeting as the \u2018broad match\u2019 of the audience world.<\/p>\n<p>The purpose is to let the algorithms do what they do best, and find pockets of opportunity to get you a better CPA, ROAS, or whatever metric your bid strategy is optimized for (ergo, optimized targeting).\u201d<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.wordstream.com\/wp-content\/uploads\/2022\/12\/google-ads-optimized-targeting-setting.png\" alt=\"google ads optimized targeting setting\" width=\"720\" height=\"195\" class=\"size-full wp-image-68676 aligncenter\" data-srcset=\"https:\/\/www.wordstream.com\/wp-content\/uploads\/2022\/12\/google-ads-optimized-targeting-setting.png 720w, https:\/\/www.wordstream.com\/wp-content\/uploads\/2022\/12\/google-ads-optimized-targeting-setting-480x130.png 480w\" data-sizes=\"auto, (min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 720px, 100vw\"\/><\/p>\n<h3>Turn optimized targeting on now<\/h3>\n<p>\u201cI recommend turning optimized targeting on for any eligible campaigns using similar segments as soon as you\u2019re able. This will give your campaigns time to learn and optimize (Ha!) before it\u2019s too late.<\/p>\n<p>Keep it on for a week or two, then check your audience reporting on the Audiences tab to see how your segments are performing versus optimized targeting.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.wordstream.com\/wp-content\/uploads\/2022\/12\/google-ads-audience-tab.png\" alt=\"google ads audience tab\" width=\"720\" height=\"387\" class=\"size-full wp-image-68685 aligncenter\" data-srcset=\"https:\/\/www.wordstream.com\/wp-content\/uploads\/2022\/12\/google-ads-audience-tab.png 720w, https:\/\/www.wordstream.com\/wp-content\/uploads\/2022\/12\/google-ads-audience-tab-480x258.png 480w\" data-sizes=\"auto, (min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 720px, 100vw\"\/><\/p>\n<ul>\n<li>If they are similar, keep them both on.<\/li>\n<li>If optimized targeting is performing significantly better than your audiences, keep it on and revisit your audience selections.<\/li>\n<li>If optimized targeting is performing significantly worse than your audiences, turn it off.\u201d<\/li>\n<\/ul>\n<h3>Don\u2019t use optimized targeting in a remarketing campaign<\/h3>\n<p>\u201cRemember, you never want to use Optimized targeting in a remarketing campaign because, by definition, remarketing is showing ads to people who already have a relationship with your business, whereas Optimized targeting is going to find people who aren\u2019t necessarily on your remarketing list.\u201d<\/p>\n<p>Speaking of which, you may want to check out some more <a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2022\/03\/17\/retargeting-campaign-tips\">remarketing mistakes to avoid here<\/a>.<\/p>\n<h2>Onward &amp; upward<\/h2>\n<p>We\u2019ll finish it off with the final bottom line from Jyll: Start using optimized targeting now!<\/p>\n<p>\u201cWe Google Ads practitioners have adapted to many big changes recently, from the changes in how keyword match types work to the introduction of Performance Max. While optimized targeting may not have been at the top of your Google Ads wishlist, it\u2019s time to start taking it for a test drive if you haven\u2019t already.\u201d<\/p>\n<p>Thanks for these pointers, Jyll!<\/p>\n<\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2022\/12\/13\/google-sunsetting-similar-audiences\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google recently announced that starting next year, it will be phasing out similar audiences. 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