In the ever-evolving world of digital marketing, staying updated with the latest changes and trends is essential for marketers and advertisers. Google Ads, one of the most powerful advertising platforms, constantly introduces new features and updates to enhance campaign performance and reach. In this article, we will explore the crucial Google Ads updates for 2023 that you must be aware of. From the discontinuation of certain audience features to the introduction of new ad formats and campaign strategies, these updates will shape the way advertisers leverage Google Ads for their marketing initiatives.

    Crucial Google Ads Changes

    2.1 Similar Audiences Will No Longer be Supported by Google Ads

    With Google Ads discontinuing support for Similar Audiences, advertisers need to adapt their targeting strategies and explore alternative audience targeting methods provided by Google Ads. This change emphasizes the significance of options such as Custom Audiences and In-Market Audiences. It is crucial for advertisers to adjust their approach and consider incorporating these targeting options into their campaigns. By leveraging Google Adwords Management Services, advertisers can effectively manage and optimize their Google Ads campaigns to reach their desired audience and achieve better results.

    2.2 Expanded Text Ads and Smart Shopping Ads Are History

    In 2023, Google Ads bids farewell to Expanded Text Ads (ETAs) and Smart Shopping Ads. ETAs were popular for their flexibility and ability to include multiple headlines and descriptions. However, Google Ads is now prioritizing Responsive Search Ads (RSAs), which provide advertisers with the ability to create dynamic ads that automatically adjust to fit available ad spaces. Smart Shopping Ads are also being phased out in favor of Smart Shopping campaigns, which leverage machine learning to optimize performance and streamline campaign management.

    2.3 Audio Advertisements for YouTube

    Google Ads recognizes the rising popularity of audio content consumption and introduces audio advertisements for YouTube. This update allows advertisers to reach their target audience through audio-only ads that play during music streaming sessions or when users interact with YouTube in the background. Audio advertisements provide marketers with a new channel to engage with users and diversify their ad formats.

    2.4 Highlighted Business Names and Logos

    To improve ad visibility and brand recognition, Google Ads now allows advertisers to highlight their business names and logos directly within search ads. This update helps businesses establish a stronger brand presence in search results, making their ads more visually appealing and recognizable to users. By leveraging this feature, advertisers can enhance their ad performance and increase brand awareness.

    2.5 New Voiceover Characteristics for Video Ads

    Video ads are a powerful tool for conveying brand messages and engaging users. To enhance the impact of video ads, Google Ads introduces new voiceover characteristics, allowing advertisers to choose from a variety of voices, accents, and languages for their video ad voiceovers. This update adds a personalized touch to video ads and enables advertisers to align the voiceover with their target audience and brand image more effectively.

    2.6 Performance Max Campaigns

    Performance Max campaigns are an exciting addition to Google Ads’ campaign types. This new campaign type leverages machine learning to optimize performance across multiple Google networks, including Search, Display, YouTube, and Discover. Performance Max campaigns offer advertisers the ability to reach a broader audience and drive conversions by automatically allocating budgets and optimizing ads based on real-time performance data.

    2.7 Expand Your Smart Bidding Campaigns with Broad Match

    Google Ads has expanded the capabilities of Smart Bidding campaigns by introducing broad match support. With this update, advertisers can leverage broad match keywords in their Smart Bidding campaigns, allowing for increased reach and better performance. Broad match enables Google’s algorithms to find relevant variations of the provided keywords, expanding the potential audience reach and maximizing campaign effectiveness.


    Staying up to date with the latest Google Ads updates is crucial for advertisers, especially those in the digital marketing agency space. These updates bring both opportunities and challenges for advertisers, impacting bidding strategies, ad formats, and audience targeting options. By understanding and adapting to these changes, digital marketing agencies can stay ahead of the competition and drive successful marketing initiatives.

    Google Ads provides a powerful platform for advertisers to reach their target audience and achieve better results. In 2023, several updates have been introduced to enhance the effectiveness of campaigns.

    One important aspect of Google Ads is bidding strategies. Advertisers can now take advantage of new bidding options to optimize their campaigns. These strategies allow for more precise control over ad placements and budget allocation, helping digital marketing agency maximize their return on investment.

    Ad formats have also evolved to provide more engaging and interactive experiences for users. Google Ads now offers innovative ad formats such as immersive video ads, interactive carousels, and augmented reality ads. These formats enable digital marketing agencies to captivate their audience and deliver more impactful messages.

    In terms of audience targeting, Google Ads has introduced advanced options to reach specific customer segments. Advertisers can leverage audience insights and behavior data to target users who are more likely to convert. This allows digital marketing agencies to tailor their messages and offerings to the right audience, increasing the effectiveness of their campaigns.


    Q1. What will happen to my existing Similar Audiences in Google Ads?

    Similar Audiences will no longer be available as a targeting option in Google Ads. However, you can explore other audience targeting options such as Custom Audiences and In-Market Audiences to reach relevant users.

    Q2. Can I still use Expanded Text Ads and Smart Shopping Ads in my existing campaigns?

    While you can no longer create new Expanded Text Ads or Smart Shopping Ads, your existing campaigns using these ad formats will continue to run. However, it is recommended to transition to Responsive Search Ads and Smart Shopping campaigns for better performance and optimization.

    Q3. How can I leverage the new voiceover characteristics for my video ads?

    When creating video ads, you can now select from a range of voiceover characteristics, including different voices, accents, and languages. Choose the voiceover that aligns with your brand and target audience to enhance the impact and engagement of your video ads.

    Q4. What are Performance Max campaigns, and how can they benefit my advertising efforts?

    Performance Max campaigns are a new campaign type that utilizes machine learning to optimize performance across multiple Google networks. By allowing automatic budget allocation and optimization, Performance Max campaigns offer advertisers increased reach and the potential for better conversions.

    Q5. How does the broad match support in Smart Bidding campaigns work?

    With the introduction of broad match support in Smart Bidding campaigns, you can include broad match keywords to expand your campaign’s reach. Google’s algorithms will find relevant variations of the keywords you provide, maximizing the effectiveness of your campaign.

    Please show your support and appreciation by liking this prompt if you have found it truly helpful.

    Recent Articles


    Related Stories

    Andra Bank
    Andra Bank
    Andra Bank is the founder of VR Bonkers, a premier Content marketing Agency. Andra her become a trusted voice in the industry, Her background encompasses key roles across various agencies, contributing to the content strategies of major brands like TravelRoach & Studio On IOTA. her expertise spans SEO, conversion rate optimisation, and effective content strategies.

    Leave A Reply

    Please enter your comment!
    Please enter your name here

    Stay on op - Ge the daily news in your inbox