In 2023, the use of similar audiences in Google Ads and DV360 will come to an end. Google automatically generates these audiences from profiles that match the imported audiences: an audience list of customers, such as site visitors. Google's decision to discontinue similar audiences is a result of developments in privacy legislation and the decline of third-party cookies. The phase-out will take place throughout the year. In this blog, we explain what solutions are available to address this.
The Timeline
Google plans a gradual transition in two phases. Starting in the second quarter of this year, to give advertisers time to prepare for the discontinuation of similar audiences.
- Phase 1: Similar audience segments will no longer be created, and existing audiences cannot be added to campaigns or ad groups from May 2023.
- Phase 2: Similar audiences will no longer be available in your campaigns and ad groups from August 2023. From then on, any use will not be possible.
The Impact of the Phase-out
On the spectrum from broad to very specific audiences, similar audiences sit right in the middle. They are more specific than interest audiences but less targeted than first-party audiences. By removing an intermediate step, it will be less clear in the future which related group delivers the best result and in which direction you should broaden. Our experience shows that interest audiences are cheaper but at the same time much less qualitative and accurate.
How You Can Prepare for the Phase-out of Similar Audiences in Your Google Ads Campaigns
The full phase-out will take place in August 2023. However, it is good to prepare now. Fortunately, Google is already helping you on your way. The alternative from Google is built on a more automated solution, with more attention to privacy.
Depending on the campaign structure and placements, Google proposes different solutions:
- The best advice is to create first-party audiences using smart bidding strategies. Whether you focus on improving performance, assigning values to users, or attracting new customers is not important. Your first-party audiences are used as signals to achieve your desired goal.
- If you are currently using similar audiences for the campaign types Video for Action, Display, or Discovery, the advice is to use "optimized targeting" instead.
- Are you using Video for reach/consideration? Then use the audience expansion option in combination with adding first-party data.
For more information on mitigating the loss, Google has shared an activity list with the different steps you can take per campaign type.
In Short
The disappearance of similar audiences from Google Ads and DV360 is part of a process of privacy protection, automation, and replacement of third-party cookies. This shift takes place over several months. Our advice is to start testing the mentioned alternatives now, so you are well prepared when the phase-out is final.
Our consultants are currently testing all options hard to provide you with the best advice. Curious about the experiences so far? Contact us and we will gladly share our insights with you.
