Optimixed Search News

Google Ads Is Eliminating Manual Language Targeting, Shifting to AI-Driven Selection

45
News

TLDR

Google is removing manual language targeting from Search and Performance Max campaigns in September 2026, replacing it with AI-driven automatic language matching based on user context.

Optimixed Overview

Optimixed's original report on this story.

SERoundtable reports that Google Ads will discontinue the ability to manually set language targeting in Search and Performance Max campaigns next month. The change aims to simplify targeting and reduce redundancy, with Google's enhanced AI system now automatically selecting the most relevant ad language when multiple eligible ads exist. Per the update, advertisers need not restructure accounts, though API users managing Search campaigns should stop including language criteria in new requests.

Topics:AI & Machine Learning in SEO
Was this useful?
Share

Related articles

45
Analysis

Amazon Ads Agent Rebranding: Live Product, Unproven ROI Model

Amazon rebranded its advertising automation tool to Ads Agent, positioning it as an active software product unlike Meta's failed metaverse bet, but its pricing model remains the critical test.

Paid Search & AdvertisingAI & Machine Learning in SEOTools & Platforms
52
News

Google's Universal Cart Expands to Search and Gemini in US

Google launched its Universal Cart feature in US Search and Gemini with Nike, Sephora, Target, and Walmart, but postponed availability on YouTube and Gmail despite earlier May promises.

Paid Search & AdvertisingEcommerce MarketingSEO News & Algorithm Updates
45
News

Thrad doubles ad spend commitment to AI chat app testing

Thrad doubled its advertiser-funded program for testing in-chat ads to $1 million in a second round open to AI chat apps.

Paid Search & AdvertisingAI & Machine Learning in SEOTools & Platforms
35
Product announcement

Google Universal Cart Rolls Out to Search and Gemini

Google has launched Universal Cart, a shopping feature now available in U.S. Search and the Gemini app.

Paid Search & AdvertisingEcommerce MarketingAI & Machine Learning in SEO