Business

3 changes coming to Google Ads audience features

3 changes coming to Google Ads audience features

Google Ads is informing advertisers about changes to its audience targeting and reporting tools. These modifications, which were communicated to advertisers through email, are quite small, and some have already begun to affect accounts.

Recycle your audience. Audiences will be reusable across campaigns for advertisers. When you create an audience for use in a campaign, Google Ads saves it so you may reuse it in another campaign.

This capability is presently available as an audience signal on Performance Max and will shortly be accessible on Discovery, Video Action, and App campaigns. According to Ginny Marvin, Google’s ad products liaison, the option to reuse audiences will be expanded to other campaign categories in the coming months.

New terminology. Some essential phrases in your audience report and throughout Google Ads are being renamed. You may have already noticed this in certain accounts. In September 2021, Google exposed this via their support material.

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Audience categories (for example, similar, custom, in-market, and affinity) are now audience segments, and Remarketing is now Your data. Here is the complete list of name changes:

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Audience reporting has been updated. Google has merged audience reporting into a single Audiences tab. Reporting regarding demographics, audience segmentation, and exclusions may be found in the left-side navigation menu. According to Google, this is a “simplified view” of all the same reporting features. This is another another modification that you may have seen in certain accounts.

Why do we care? Instead of manually constructing audiences for each campaign, new reusable audiences will help marketers to save time while maintaining consistent targeting across campaigns. The experience should be similar to how custom segments work now, where once an audience is formed, it can be deployed to any campaign rather than having to manually check off types in each campaign. Changes to audience segments will subsequently be applied to all campaigns that target that audience segment.

Here’s the email from Google, shared on Twitter by @PPCGreg:

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