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Google Ads advertisers will need to take a more hands-on approach to audience targeting after the removal of Audience Recommendations.
Why we care. The removal of audience recommendations from Google Ads’ Insights tab forces advertisers to take a more hands-on approach to audience targeting.
Impact on advertisers. Advertisers will need to manually identify and select audience segments, potentially increasing the time and effort required to optimize campaigns.
Reason for change. Google has not provided a specific reason for the removal, but the shift suggests a move towards more user-driven strategies and customization in audience targeting.
What it means:
- Increased Manual Effort: Advertisers will need to leverage other tools and data sources to identify and reach their target audiences effectively.
- Potential Learning Curve: Advertisers accustomed to automated recommendations may face a learning curve as they adjust to more manual processes.
What they are saying.
Search Engine Land contributor Melissa Mackey, director of paid search at Compound Growth Marketing, noted the significant disadvantage of this update on X:
Google hasn’t yet commented on this update.
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
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