{"id":8405,"date":"2023-03-01T13:57:50","date_gmt":"2023-03-01T13:57:50","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2023\/03\/01\/how-to-transition-away-from-google-ads-similar-audience-segments\/"},"modified":"2023-03-01T13:57:50","modified_gmt":"2023-03-01T13:57:50","slug":"how-to-transition-away-from-google-ads-similar-audience-segments","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2023\/03\/01\/how-to-transition-away-from-google-ads-similar-audience-segments\/","title":{"rendered":"How to transition away from Google Ads similar audience segments"},"content":{"rendered":"<p>Google\u2019s similar audiences (or segments) will be <a href=\"https:\/\/searchengineland.com\/google-is-getting-rid-of-similar-audiences-segments-389234\" target=\"_blank\" rel=\"noopener\">removed<\/a> from all ad groups and campaigns starting Aug. 1, 2023.\u00a0<\/p>\n<p>These audiences generally perform well across each campaign type, so advertisers and brands need to have a plan for replacing these golden audience targets.\u00a0<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/03\/01\/how-to-transition-away-from-google-ads-similar-audience-segments\/#What_are_similar_audience_segments\" >What are similar audience segments?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/03\/01\/how-to-transition-away-from-google-ads-similar-audience-segments\/#Why_are_similar_audiences_going_away\" >Why are similar audiences going away?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/03\/01\/how-to-transition-away-from-google-ads-similar-audience-segments\/#How_to_prepare_for_the_removal_of_similar_audience_segments\" >How to prepare for the removal of similar audience segments<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/03\/01\/how-to-transition-away-from-google-ads-similar-audience-segments\/#Step_1_Take_inventory_of_where_similar_audiences_are_being_used\" >Step 1: Take inventory of where similar audiences are being used<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/03\/01\/how-to-transition-away-from-google-ads-similar-audience-segments\/#Step_2_Use_smart_bidding_and_transition_to_value-based_tracking_to_improve_Googles_quality_signals\" >Step 2: Use smart bidding and transition to value-based tracking to improve Google&#8217;s quality signals<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/03\/01\/how-to-transition-away-from-google-ads-similar-audience-segments\/#Step_3_Use_customer_match_to_improve_Googles_signals_for_search_and_optimized_targeting\" >Step 3: Use customer match to improve Google&#8217;s signals for search and optimized targeting<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/03\/01\/how-to-transition-away-from-google-ads-similar-audience-segments\/#Step_4_Test_new_audience_segments_based_on_your_data_insights\" >Step 4: Test new audience segments based on your data insights<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/03\/01\/how-to-transition-away-from-google-ads-similar-audience-segments\/#Step_5_Test_optimized_targeting_for_performance_and_audience_expansion_for_reach_and_consideration\" >Step 5: Test optimized targeting for performance and audience expansion for reach and consideration<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/03\/01\/how-to-transition-away-from-google-ads-similar-audience-segments\/#Step_6_Request_access_to_the_beta_for_turning_off_demographics_expansion\" >Step 6: Request access to the beta for turning off demographics expansion\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/03\/01\/how-to-transition-away-from-google-ads-similar-audience-segments\/#Step_7_Transition_your_website_audiences_to_GA4_sooner_than_later\" >Step 7: Transition your website audiences to GA4 sooner than later<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/03\/01\/how-to-transition-away-from-google-ads-similar-audience-segments\/#Getting_used_to_privacy-focused_audience_targeting_in_Google_Ads\" >Getting used to privacy-focused audience targeting in Google Ads<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"What_are_similar_audience_segments\"><\/span>What are similar audience segments?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Similar segments (previously known as similar audiences) are automatic audiences created by Google Ads when your original list meets certain criteria, such as size and recency.<\/p>\n<p>For now, Google Ads creates this automatic audience using machine learning. It analyzes your original list to determine the commonalities with other Google users, such as:<\/p>\n<p>Recent search behavior.<\/p>\n<p>Websites visited.<\/p>\n<p>Frequented topics.\u00a0<\/p>\n<p>If enough statistically significant similarity is found with new users, a similar audience segment becomes automatically created. <\/p>\n<p>These new audiences can be originated from website tags, YouTube users, or customer match lists using offline data imported into your account.\u00a0<\/p>\n<div class=\"wp-block-image\">\n<\/div>\n<p>When first-party data, such as customer lists, are used to generate a similar audience segment, this can be a powerful performance driver for new customers in Google Ads. <\/p>\n<p>After all, the audience segment is filled with other users who match the behavior profiles of those who buy from you.<\/p>\n<p>You can achieve <a href=\"https:\/\/support.google.com\/google-ads\/answer\/2676774?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\">41% more conversions<\/a> by combining similar segments with display ad campaigns, according to Google.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Why_are_similar_audiences_going_away\"><\/span>Why are similar audiences going away?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Due to the phasing out of third-party cookies and the ongoing need to increase user privacy, <a href=\"https:\/\/support.google.com\/google-ads\/answer\/12463119\" target=\"_blank\" rel=\"noopener noreferrer\">Google announced<\/a> in November 2022 that they would remove similar audiences.\u00a0\u00a0<\/p>\n<p>Google\u2019s reasoning included that with the ongoing changes and uncertainty in the industry, a more durable solution is needed going forward.\u00a0<\/p>\n<p>They maintain that <a href=\"https:\/\/searchengineland.com\/google-ads-optimized-targeting-gradually-rolling-out-350490\" target=\"_blank\" rel=\"noopener\">optimized targeting<\/a>, <a href=\"https:\/\/searchengineland.com\/ppc-guide-privacy-focused-audience-targeting-387616\" target=\"_blank\" rel=\"noopener\">audience expansion<\/a>, and <a href=\"https:\/\/searchengineland.com\/leveraging-automated-bidding-strategies-for-maximum-ppc-performance-386071\" target=\"_blank\" rel=\"noopener\">smart bidding<\/a> are privacy-centric and will continue to allow advertisers to reach their relevant audiences.<\/p>\n<p>Similar audiences can generate fantastic performance depending on the quality of the original list. When they stop working in August 2023, you will want a replacement strategy in place and four weeks or more of learnings ahead of the change.\u00a0<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center\">\n<div class=\"col-12 col-lg-3 col-xl-4 pe-md-0 pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get the daily newsletter search marketers rely on.<\/p>\n<\/div>\n<div class=\"col-12 col-lg-7 col-xl-6  pe-lg-0\">\n<div class=\"form-nl-inline\">\n<div class=\"row g-0\">\n<div class=\"form-group col-12 col-lg-8 mb-0\"><\/div>\n<div class=\"col-12 col-lg-4 col-xl-4 mb-0\">\n<div class=\"d-none\">\n<p>Processing\u2026Please wait.<\/p>\n<\/div>\n<p>\t\t\t\t\t\t\t<button class=\"btn btn-dark inlineButton w-100 rounded-0 font-weight-bold\">SUBSCRIBE<\/button>\n\t\t\t\t\t\t<\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"col-12 col-lg-2 col-xl-2 ps-1\">\n<p class=\"text-center mb-0\"><a class=\"nl-terms\" href=\"https:\/\/searchengineland.com\/termsofuse\" target=\"_blank\" rel=\"noopener noreferrer\">See terms.<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<p><!-- END INLINE FORM --><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_to_prepare_for_the_removal_of_similar_audience_segments\"><\/span>How to prepare for the removal of similar audience segments<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"Step_1_Take_inventory_of_where_similar_audiences_are_being_used\"><\/span>Step 1: Take inventory of where similar audiences are being used<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In the <em>Audience manager<\/em> under <em>Shared Library<\/em>, you can filter for similar in-use segments throughout your campaigns.\u00a0<\/p>\n<div class=\"wp-block-image\">\n<\/div>\n<p>Similar audiences can be used across YouTube, Discovery and Display campaigns, and Search and Shopping. Be sure to check audience signals across <a href=\"https:\/\/searchengineland.com\/4-new-google-performance-max-features-are-coming-soon-393494\" target=\"_blank\" rel=\"noopener\">Performance Max<\/a> campaigns, as well.\u00a0<\/p>\n<p>Here is an <a href=\"https:\/\/docs.google.com\/spreadsheets\/d\/10X1N09MMf5E3XO7hXi3BmdHizPGYpgLYBeZ7rbxNEHc\/copy\" target=\"_blank\" rel=\"noopener noreferrer\">inventory sheet<\/a> you can use to execute a proper similar audience segments audit.\u00a0<\/p>\n<p>Once completed, you can decide on the proper strategy for transitioning away from similar audience segments and maintaining the same or better performance.\u00a0<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Step_2_Use_smart_bidding_and_transition_to_value-based_tracking_to_improve_Googles_quality_signals\"><\/span>Step 2: Use smart bidding and transition to value-based tracking to improve Google&#8217;s quality signals<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>If you aren&#8217;t yet using smart bidding in your campaigns, you may see this improve your performance without similar audience segments.\u00a0<\/p>\n<p>These bidding strategies use Google&#8217;s machine learning across each ad auction to automatically optimize for conversions and conversion values.<\/p>\n<p>As observable data is becoming less and less available, smart bidding will be your best solution for this and has been shown to help drive results across all campaign types.\u00a0<\/p>\n<p>Value-based tracking goes one step further in signaling what is most important. Adding values to individual conversions can help Google&#8217;s bidding and targeting algorithms prioritize who to go after and why, improving your performance even more.\u00a0<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Step_3_Use_customer_match_to_improve_Googles_signals_for_search_and_optimized_targeting\"><\/span>Step 3: Use customer match to improve Google&#8217;s signals for search and optimized targeting<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Unless you have opted out, <a href=\"https:\/\/searchengineland.com\/google-ads-customer-match-lists-smart-bidding-optimized-targeting-384922\" target=\"_blank\" rel=\"noopener\">customer match<\/a> lists are now automatically included as a signal in smart bidding, such as target CPA, target ROAS, and maximize conversions.<\/p>\n<p>Upload your high-quality customer match data to help with performance bidding as well as to help drive improved performance for optimized targeting. This will be especially helpful once similar audience segments are removed.\u00a0<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Step_4_Test_new_audience_segments_based_on_your_data_insights\"><\/span>Step 4: Test new audience segments based on your data insights<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>If you haven&#8217;t already done so, create custom segments for <em>People who searched for any of these terms on Google<\/em> of your most profitable search queries. Create one for branded search terms and a second for the top-performing non-branded search terms for the account.\u00a0<\/p>\n<p>Next, visit <em>Your data insights<\/em> to discover high-indexing in-market and affinity segments for your first-party audience segments. Use these learnings to create a new combined audience segment and test different inclusion levels of indexing scores.\u00a0<\/p>\n<div class=\"wp-block-image\">\n<\/div>\n<p>These audiences are great for testing against existing similar audience segments. They can be added concurrently on the ad group level and measured for performance after two to four weeks.\u00a0<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Step_5_Test_optimized_targeting_for_performance_and_audience_expansion_for_reach_and_consideration\"><\/span>Step 5: Test optimized targeting for performance and audience expansion for reach and consideration<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Optimized targeting is Google&#8217;s recommended replacement for similar audience segments in Display, Discovery, and Video action campaigns.\u00a0<\/p>\n<p>However, before you toggle on optimized targeting across all your ad groups with similar audience segments, it is essential to note that this feature is expected to work best with first-party audiences.\u00a0<\/p>\n<p>As a best practice, add your first-party data, such as customer match lists, and expand slowly into optimized targeting or audience expansion while allowing enough time to measure the results.\u00a0<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Step_6_Request_access_to_the_beta_for_turning_off_demographics_expansion\"><\/span>Step 6: Request access to the beta for turning off demographics expansion\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>If you use video action campaigns with optimized targeting, Google will deliberately ignore your demographic exclusions.\u00a0<\/p>\n<p>According to a Google Support representative:\u00a0<\/p>\n<p>&#8220;As for the optimized targeting in Video Action Campaigns, we have demographics expansion. This means that the ads with enabled optimized targeting may serve to users outside of the selected demographics target (demographics exclusion), but only if the system deems that there is a strong or high conversion signal with the user shown the ad (i.e. past search history, relevant video views, etc).<em>&#8220;<\/em><\/p>\n<p>The best solution for eliminating ad serving to your excluded demographics with optimized targeting is to request to be whitelisted to turn off the demographics expansion. This can be achieved by contacting your dedicated Google rep.\u00a0<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Step_7_Transition_your_website_audiences_to_GA4_sooner_than_later\"><\/span>Step 7: Transition your website audiences to GA4 sooner than later<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><a href=\"https:\/\/searchengineland.com\/make-the-switch-to-ga4-or-google-will-do-it-for-you-392612\" target=\"_blank\" rel=\"noopener\">Google Analytics 4<\/a> has privacy features and audience tracking capabilities that will help you stay ahead as more privacy changes and third-party cookie removal occur.\u00a0<\/p>\n<p>GA4 helps companies with tools and features that allow easier compliance with data privacy laws such as GDPR. For example, GA4 will anonymize the IP addresses of all website visitors by default.\u00a0<\/p>\n<p>If your remarketing audiences are still generating from Universal Analytics, re-create these lists in GA4 and enable them in Google Ads.\u00a0<\/p>\n<p>Transitioning to GA4 audiences will require that your GA4 account is linked and activated in Google Ads.\u00a0<\/p>\n<p>Second, be sure that Google signals data collection is enabled and that you confirm the User Data Collection Acknowledgement by navigating to <em>Data Settings &gt; Data Collection<\/em> in the GA4 Admin tab.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Getting_used_to_privacy-focused_audience_targeting_in_Google_Ads\"><\/span>Getting used to privacy-focused audience targeting in Google Ads<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>As disappointing as it was to learn about the removal of similar audience segments, hopefully, this guide will help you maintain and even improve your performance on Google Ads.\u00a0<\/p>\n<p>Times are changing in this industry, as they always have. Always stay ahead by having a proper plan in this ever-evolving privacy landscape.\u00a0<\/p>\n<p>The post <a href=\"https:\/\/searchengineland.com\/google-ads-similar-audience-segments-transition-393725\" target=\"_blank\" rel=\"noopener\">How to transition away from Google Ads similar audience segments<\/a> appeared first on <a href=\"https:\/\/searchengineland.com\/\" target=\"_blank\" rel=\"noopener\">Search Engine Land<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Google\u2019s similar audiences (or segments) will be removed from all ad groups and campaigns starting Aug. 1, 2023.\u00a0 These audiences generally perform well across each campaign type, so advertisers and brands need to have a plan for replacing these golden audience targets.\u00a0 What are similar audience segments? Similar segments (previously known as similar audiences) are automatic audiences created by Google Ads when your original list meets certain criteria, such as size and recency. For now, Google Ads creates this automatic audience using machine learning. It analyzes [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-8405","post","type-post","status-publish","format-standard","hentry","category-best-seo-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/8405","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=8405"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/8405\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=8405"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=8405"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=8405"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}