March 13, 2025: We increased the maximum number of audience lists you can create. We updated information about the end of creating new and modifying search keyword lists.
February 6, 2025: We started offering the migration feature
January 29, 2025: We announced this information.

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We have set a firm date for the end of search keyword targeting. There will be a migration period before the service ends. Some features will phase out. Details are as follows:
*This date is subject to change.

• February 5, 2025: We started offering a migration feature. *Completed
• March 12, 2025: We will increase the maximum number of audience lists you can create. *Completed
• April 10, 2025: Creating new and modifying search keyword lists will end. Add an exclusions feature of automatic migration.
• Beginning of July: Automatic migration
  *After the automatic migration, we plan to stop delivering ads using search keyword targeting and close the search keyword lists view. Wait for further announcements with detailed schedules.

After the search keyword targeting ends, you can use a similar targeting of the audience list targeting, audience list "Advanced segment" ["Advanced segment" list].
*See the following for details.
Audience list targeting

We offer a migration feature prior to the end of the service to support a smooth transition to audience list targeting.
You can automatically create “advanced segment” lists by selecting the list to migrate in the search keyword list view. The migration is complete by applying the “advanced segment” list to the ad group.

Use the migration feature to automatically create an optimized "advanced segment" list. This will ensure a smooth transition. In addition, to support the increased number of lists resulting from the migration, the maximum number of audience lists you can create has been increased from 400 to 600. Consider migrating as soon as possible.

*Once the migration feature is available, you can check the creation status of lists for migration in the search keyword list view.

Creating new and modifying search keyword lists will end in April 10, 2025. Available actions after the end are as follows:

• View search keyword list settings
• Associate or remove search keyword lists with ad groups
• Remove lists
  

Recommendations of search keywords will also end.

In July, we are planning an automatic migration of search keyword targeting.
Automatic migration changes search keyword lists that have been applied to the most recently delivered ad groups into “advanced segment” lists and apply as audience list targeting.
If you do not need automatic migration, for example, because you have already started managing an “advanced segment” list, you can exclude automatic migration.
*Automatic migration is subject to certain conditions.

• It may take one to two days for the user size to be reflected in the “advanced segment” list created by the migration feature. Apply the list to the ad group after confirming the user size.
• You can apply up to 10 audience lists to an ad group. If the number of lists exceeds 10, including the list created by the migration feature, you will need to make adjustments.

• Download the following document for details.
  Download document
• Learn how to use the migration feature in the help page Search keyword list migration feature.