As August 1st approaches, advertisers are bracing themselves for the upcoming removal of similar audiences in Google Ads. This significant change encourages marketers to adopt alternative strategies for maintaining effective audience targeting. In this article, we will discuss the alternative approaches and proactive tactics that advertisers can use to adapt to the changing landscape of audience targeting in Google Ads.
To effectively target audiences without using similar audiences, marketers must prioritize high-quality first-party data and relevant signals. By doing so, they can enhance the automation, machine learning, and algorithmic processes that underpin audience targeting. This focus on quality data ultimately improves ad performance and relevancy for users.
One of the best ways to maintain audience targeting for search and shopping campaigns is by leveraging smart bidding. Ensure you provide high-quality first-party data to unlock the full potential of this bidding strategy. In addition, marketers can utilize customer match lists uploaded directly to Google Ads’ audience manager. By doing so, smart bidding strategies will proactively seek valuable customers using Google’s automation capabilities.
For display, discovery, and video campaigns on both Google Ads and Display & Video 360, marketers should transition to optimized targeting as recommended by Google. Although optimized targeting is broader than similar audiences, it delivers real-time conversion data to create personas for effective targeting. By feeding the process with first-party data or using Google audiences, advertisers can significantly improve the results achieved with optimized targeting.
Video campaigns need special attention, as they will automatically opt into audience expansion starting August 1st. The audience expansion strategy resembles a similar audience approach, and Google will expand targeting based on the selected audience segments. By exploring segments that look similar to the chosen ones, advertisers can maintain effective reach and consideration for their video campaigns.
The removal of similar audiences in Google Ads may be a cause for concern to some marketers, but adapting to these changes is essential to sustain successful audience targeting. By implementing the strategies provided, such as smart bidding, optimized targeting, and audience expansion, marketers can ensure they remain efficient in their PPC targeting capabilities. Remember, the key to success lies in high-quality first-party data which underpins the automation and algorithmic processes required for effective ad targeting.
Up until working with Casey, we had only had poor to mediocre experiences outsourcing work to agencies. Casey & the team at CJ&CO are the exception to the rule.
Communication was beyond great, his understanding of our vision was phenomenal, and instead of needing babysitting like the other agencies we worked with, he was not only completely dependable but also gave us sound suggestions on how to get better results, at the risk of us not needing him for the initial job we requested (absolute gem).
This has truly been the first time we worked with someone outside of our business that quickly grasped our vision, and that I could completely forget about and would still deliver above expectations.
I honestly can't wait to work in many more projects together!
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