Google Ads officially eliminated the audience recommendations feature from the Insights tab, a move that removes automated suggestions for targeting specific audiences.
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.
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About the author
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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Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech.Â
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She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.