Several big changes are on the way with regard to B2B Google Ads targeting. Google announced changes address 2 different issues. The first is a change to audience targeting and the second is in response to privacy concerns and the coming sundowning of Google’s universal analytics.
Google Ads is Simplifying Content Targeting
As of March 2023, Google Ads is consolidating all content targeting into a single “Content” page. This will enable you to manage all your content targeting activities in one place, simplifying the process for you. This is going to be a really welcome feature and will save you the added steps of clicking between different audience targeting.
Unfortunately, you won’t be able to use layered audience targeting after March, 2023.
Google also announced that your ads will now appear on content that matches any of the topics, placements, or display and video keywords you target. This change will enable you to reach a larger pool of potential customers. For instance, an advertisement targeting a topic and a placement will now be eligible for impressions that match either one.
Currently, your ads can only display on content that meets all the criteria of the topics, placements, and display and video keywords you target. This targeting method was helpful to a lot of B2B Google Ads advertisers as it enabled them to create a venn diagram of their target audience. Google’s audience and topic targeting has always been fairly broad and overlapping targeting methods helped to fine tune your audience. That feature will no longer be available.
Google Similar Audiences (or segments) is Going Away May 1, 2023
Similar audiences was a great way to target users that had a similar profile to your current visitors. Unfortunately, you won’t be able to use layered audience targeting after March, 2023.
Google Ads will cease creating similar audiences (also known as “similar segments”) for targeting and reporting from May 1, 2023. If you currently have active campaigns that utilize similar segments, they will remain in place until August 1, 2023, after which they will be removed from all ad groups and campaigns. However, you will still be able to access historical reporting for similar segments from past campaigns.
Instead of similar segments, various campaign types will provide alternative solutions to assist you in utilizing your first-party data, reaching your desired audience, and enhancing campaign performance, allowing you to optimize your campaigns directly for your business objectives.
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