Google Ads updates in 2023 and how to deal with them

Google Ads updates in 2023 and how to deal with them

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Google Ads is one of the most popular and effective online advertising platforms in the world. However, it is also a platform that is constantly evolving and changing, so advertisers need to stay on top of the latest news and updates to get the most out of their campaigns.

In this article we tell you about some of the most important updates Google Ads has announced for 2023 and how you can adapt to them to improve your business results.

Elimination of similar audiences

One of the updates in 2023 in Google Ads is that starting May 1, 2023, lookalike audiences will be rolled out gradually as a targeting feature.

Similar audiences are lists of users who have similar characteristics and interests to users who have already interacted with your website or application. These audiences allow you to expand the reach of your campaigns and reach new potential customers.

However, Google has decided to remove this feature because it believes that there are other more efficient and accurate options for audience targeting, such as custom audiences or affinity audiences1. These options allow you to create your own audiences based on keywords, URLs and interests relevant to your business.

To prepare for this change, we recommend you review your current campaigns that use similar audiences and replace them with other audience targeting options before May 1, 2023. This will avoid disruptions in the performance and delivery of your ads.

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Relaxation of policies on dangerous products and advertisements

Another important update in Google Ads is the relaxation of its policies on dangerous products and ads.

These policies are intended to protect users and advertisers from misleading, offensive or illegal content. However, Google recognizes that some categories of products or services may have legitimate value to some users under certain conditions.

Therefore, as of March 15, 2023, Google will allow limited or restricted advertising for some products or services that were previously prohibited or restricted by its policies. Some examples are:

  • Unauthorized pharmaceutical products
  • Dietary supplements
  • Non-lethal weapons
  • Non-regulated financial services

Restricted advertising of these products will be permitted in some countries where these services meet certain legal or regulatory requirements.

To adapt to this change, we recommend that you review the updated policies on dangerous products and advertisements and check if your business can benefit from these new advertising opportunities.

⚠ Remember to comply with all conditions and requirements set by Google for each category. ⚠

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New types and reports

In addition to these changes, Google Ads also introduced new types of reports to help you optimize your campaigns and measure your return on investment (ROI). Some examples are:

  • Dynamic automotive ads: this is a new type of ad designed specifically for the automotive sector.
  • Financial product comparison ads: this is a new type of ad that allows users to compare different financial products, such as credit cards or personal loans, and apply for them directly from the ad.
  • Interactive travel ads: this is a new type of ad that offers users an immersive and personalized travel planning experience. These ads show images, videos and maps of different destinations and options for accommodation, transportation and activities.
  • Competitive insights report: this is a new report that shows you how your advertising performance compares to your competitors in terms of impressions, clicks, cost per click (CPC) and market share.

To take advantage of these new types of reports1, we recommend you review the options available in your Google Ads account and test them according to your goals and industry.

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As you have seen, Google Ads is a dynamic and constantly evolving platform that requires you to keep up with the latest news and updates. These updates can bring challenges and opportunities for your business, depending on how you adapt to them.

If you want to get the most out of Google Ads and improve your business results, we invite you to contact us.

Schedule a call with us today and find out how we can help you achieve your advertising goals in 2023.