Google Ads audience features will undergo three changes in the near future
Google Ads is informing advertisers about changes to its audience targeting and reporting tools. These changes, which were communicated to advertisers via email, are relatively minor, 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 can reuse it in another campaign.
This feature is available as an audience signal on Performance Max.
New terminology. Some key terms in your audience report and throughout Google Ads are being renamed. You may have already noticed this in some accounts. In September 2021, Google revealed this via this help documentation.
Audience types (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:
Audience reporting has been updated. Google has merged audience reporting into a new Audiences tab. Reporting about demographics, audience segments, and exclusions can be found in the left-side navigation menu. According to Google, this is a “simplified view” of all the same reporting features. This is yet another change that you may have noticed in some accounts.
Why do we care? Instead of manually rebuilding audiences for each campaign, new reusable audiences will allow advertisers 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 created, it can be applied to any campaign rather than having to manually check off types in each campaign. Changes to audience segments will then be applied to all campaigns that target that audience segment.
The following is an email from Google that was shared on Twitter by @PPCGreg:
