What changes is Google Ads preparing in 2023

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Mobile-optimized ads deliver a 1.9x higher return on investment.
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Lookalike Audiences is a feature introduced in Google Ads almost a decade ago. However, from May 2023, it will no longer be available in the settings of new campaigns and ad groups, and will be completely removed in August. What will the California giant offer in return? This is not yet known exactly, but the recommendations for mobile number list advertisers include information on the use of first-party data, obtained, for example, using Customer Match. It will also be important to implement the Smart Bidding strategy and use optimized targeting.

Late last year, Google also introduced an advertiser verification program. This is to help increase the transparency of sponsored content in search results and on the content network. Users can check and change display settings through My Ad Center. Importantly, this option will also be useful when analyzing competition - when advertising in the search engine , just click on the ▼ symbol, and then go to the section About this advertiser → See more ads displayed by this advertiser on Google .



Google Ads in 2023 - what is worth knowing?
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Improvements to "Remove redundant keywords" recommendations
Previously, phrase removal recommendations suggested redundant keywords related to a specific ad group, bid strategy, placement, or match type. Starting January 19, Google Ads will also consider keywords with different match types. For example, if an ad group has the keyword "women's hats" and the broad-match keyword women's hats , the system recommends deleting the first option. Why? Because the broad match keyword hats for ladies will show your ads in all search results for "women's hats".