As announced on 1 November, 2022, Similar Audiences will be transitioned to more durable solutions. Starting 1 August 2023, similar segments will be gradually removed from all ad groups and campaigns in Google Ads and should be completed by the end of the month.
- Display, Discovery and video action campaigns that are still using similar audience segments after 1 August 2023 will be opted into optimised segments.
- Learn more about how to Use optimised segments.
- Video campaigns with 'Product and brand consideration' or 'Brand awareness and reach' objectives will be opted into audience expansion.
- Learn more about using audience expansion.
- If you opted out before 1 August 2023, ad groups and campaigns targeting similar segments will be paused. Make sure that you unpause them and add relevant targeting criteria.
Learn more about the Changes to audience segments.
To provide a comprehensive and consolidated view of your audiences and make audience management and optimisation simpler, you’ll find the following improvements in Google Ads:
- New audience reporting
Detailed reporting about audience demographics, segments and exclusions is now consolidated in one place. Click the Campaigns icon and open the 'Audiences, keywords and content' tab and click Audiences. You can also easily manage your audiences from this report page. Learn more About audience reporting.
- New terms
We’re using new terms on your audience report and throughout Google Ads. For example, 'audience types' (these include similar, custom, in-market and affinity) are now referred to as audience segments and 'remarketing' is now referred to as 'your data'. Learn more about the updates to audience terms and phrases.
In addition to reaching specific segments with your ads, you can exclude unrelated, and therefore unprofitable, segments. By reaching only the segments that are relevant to your business, you can help reduce your costs and increase the likelihood that your ad will attract clicks and conversions.
This article shows you how to exclude specific segments if they're not a good match for what you're advertising.
How it works
Just as you can improve your keyword segment by excluding specific keywords, you can remove specific types of segments (for example, affinity or your data) from your campaign or ad group if they're not a good match for what you're advertising. You can exclude specific segments from Search, Display, Discovery and Video campaigns.
- In your Google Ads account, click the Campaigns icon .
- Click the Audiences, keywords and content drop-down in the section menu.
- Click Audiences.
- In the 'Exclusions' module, you’ll see a list of excluded segments, with type, where the segment is excluded from, and the level of the exclusion.
- To remove exclusions, select the tick box to the right of the excluded segment and then click Remove in the blue menu bar.
- To edit exclusions, click Edit Exclusions.
- Select Campaign or Ad group in the drop-down menu under 'Exclude from'.
- Select the tick box next to any segments that you want to exclude. Remove any connected segments that you want to exclude by clicking the beside them.
- Click Save audience segment exclusions.