Google Adwords’ “Other Interests” Display Network Comes to an End

Developing a more targeted content for users is a must in order to fit into the ‘New Audience Solutions’ to be offered by Google. These  ‘New Audience Solutions’ use more sophisticated audience signals and are well-targeted to people based on intent and interest which will greatly benefit publishers in terms of increasing reader engagement to their ads.
Last month, the end of “Other interest” targeting on Google Display Network was reported to take effect January 15,2015, but was postponed to February 17, 2015. This movement is due to Google transitioning to more advanced, interest-based audience solutions:

• Affinity audiences– For brand awareness
• Custom affinity audiences– For consideration with niche audiences
• In-market audiences– For shoppers ready to make a purchase

Using Adwords Upgrade Center, publishers may upgrade any or all of their existing campaigns with “Other interests” targeting to Google’s newer audience tools. Publishers are encouraged to start the transition as early as possible as these campaigns will only continue to serve until May 15,2015. If these campaigns have not been upgraded by then, they will automatically be converted to target Google’s ‘New Audience Solutions’ which includes Affinity audiences, Custom affinity audiences and In-market audiences.

Differences between “Other Interests” and the New Audience Products

With “Other interests,” Google infers people’s interests based on the types of web pages and topics that people browse on the Google Display Network. For an overview of their improved audience solutions and how they can help you better reach your advertising goals, see the following table:

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