Thread by @blvckledge

Huge announcement from Google this week...

They’re taking away “Similar Segments” starting in May 2023.

These are the Google equivalent of lookalike audiences.

Here’s everything you need to know:

🧵

First, let’s talk about where we’re at now.

You can currently go into your Google Ads audience manager and create similar audiences to the ones you have already.

So, if you have a customer list, you can upload it, then create a similar/lookalike audience.

In May 2023:

- Similar audience segments can no longer be generated

- Existing segments can no longer be added to new campaigns

- Existing campaigns with similar segments will still function

Then, in August 2023:

- Similar audience segments will be removed from existing campaigns

- You will still have data from those campaigns, but they won’t function

- Google will automate audience expansion through their algorithm

So, why is Google Doing this?

My best guesses are:

1. Privacy for customers
2. Increased automation

This reduces reliance on cookies and increases reliance on Google’s machine learning.

What should you do about it?

Honestly, I don’t see much changing.

Rather than manually creating similar audiences, you’ll let Google do it, and I bet they’ll do it well.

Some specific tips:

- Start using audience expansion if you haven’t already

- Play around with more comprehensive interest targeting

That way, when May 2023 comes around, you won’t have a big adjustment, and you’ll keep printing cash with Google Ads.

That’s everything.

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Thanks for reading!

https://twitter.com/1240448194984546305/status/1588889408702451713