Google Dropping “Similar Audience” Ad Targeting

Google Dropping “Similar Audience” Ad Targeting

Google Ads recently announced that, with the ongoing focus on individual user web privacy becoming more important than ever, it will be updating in order to phase out its “similar audience ad targeting, beginning May 2023. For businesses focusing on, for example, SEO for lawyers’ websites, or those considering hiring a new web development company, this is an important change to keep in mind.

Google Ads–How Does That Work?

Google Ads is Google’s proprietary marketing tool which is available to businesses to promote their brands. When businesses pay for Google Ad buys, Google promotes the company’s site to the top of the Google Search engine list for those keywords. Pricing is dependent on the popularity of the keyword search, and large companies have been known to get into bidding wars, driving up the price for Google Ads on very popular search terms. Google adds these sites to Maps as well, making this a popular option for those who want to appear first when people use geolocation to find businesses.

However, for most businesses, Google Ads remains an attainable and relatively easy way to dominate in niche markets. For example, “personal injury lawyer” is probably too broad a term for a Google Ads buy, but “best personal injury attorney in Carlsbad, CA” might be within reach.

What’s Happening to Google Ads “Similar Audiences?”

In the past, Google added “similar audiences” targeting to its Google Ads services. This meant that Google would automatically find new, qualified customers who have shared interests with others who interact with your site, and drive them toward your content. This eliminated thirdparty competition for this service and, theoretically at least, gave users a better experience.

However, this week, Ginny Marvin, Google Ads Liaison, confirmed that Google will phase out this type of targeting beginning in 2023. She clarified that no new similar audience segments will be available as of May 2023, although current users will not see a change. They can use their similar audience segments until August 2023, but cannot add any new ones. Users will still retain all historical data. Eventually, there will be a more automated targeting solution available to replace similar audiences. Marvin explained that these new technologies will use existing audience lists, combined with signals from first-party customer lists, to reach customers.

What Does This Mean For My Business?

Does the similar audiences transition mean that you will have to immediately change your SEO strategy? No, but it is a good idea to begin to think about how to handle the upcoming changes.

To do that, you need the help of a strong SEO company that offers not only advertising strategies but also WordPress development services and other website support.

At Caldiatech, we have been helping San Diego business owners decipher the changes in SEO practices for decades. Our professionals can help you understand what is happening and how and when to change your marketing plan. Give us a call today to learn more!