Google Ads plans to eliminate the language targeting setting from its Search campaigns by the end of 2025, with a roll-out that will rely on AI for automatic language detection. Advertisers will no longer have to manually select language settings for their campaigns. Some industry professionals express optimism that this change will simplify campaign management, while others concern that the initial implementation might result in mismatched languages in advertisements. Advertiser frustration is noted regarding Google's framing of the change as a seamless progression to AI reliance.
By the end of 2025, the language targeting setting will be removed from Google Ads Search campaigns. You won't have to set a campaign language targeting manually. Language will be automatically detected with the help of Google AI.
I'm hopeful this will be a net positive and make campaign management/structure easier in the long run but realistically there will probably be some messy mismatched languages with copy in the initial roll out.
It's the wording of this stuff that annoys me. I don't mind the change, I get it, but when Google tries to frame it as "just trust our AI, you don't need to think about this anymore!" - that's what pisses advertisers off.
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