Google Ads is eliminating campaign-level language targeting settings for Search campaigns and Performance Max. This change is set to roll out in late September, with Google shifting the focus to its automated signals for language matching.
As a result, advertisers are left with questions regarding multilingual campaigns and existing campaign structures.
Key updates include:
- Google will prioritize ads based on the language of the creative and landing page instead of client-defined campaign settings.
- When users understand multiple languages, ads will become eligible in either language, based on Google’s AI prioritization.
- Advertisers can continue using existing campaigns without requiring restructuring, even if they separate languages into different campaigns.
This update was shared by Brooke Osmundson.
Google is also notifying users via email. The screenshot of it was shared by Arpan Banerjee.
See the official help page on Language targeting, where this change has also been announced.