Focus on Privacy-Protected Audience Engagement
1. Utilize Google AI-Driven Solutions
As third-party cookies gradually exit the market, predictive marketing using Google’s AI-driven solutions becomes particularly crucial. Combined with your first-party data, these tools will become the core of driving long-term growth. Assess your existing advertising campaigns and identify which parts can be optimized using Google AI. Implement Google AI tools, such as Smart Bidding and Optimized Targeting, to improve advertising efficiency.
Smart Bidding: This is a machine learning-based automated bidding strategy that considers billions of signal combinations in real-time during ad auctions to optimize ad placement. Smart Bidding helps you automatically adjust bids based on budget and advertising goals to enhance ROI. Click here to learn more about Smart Bidding.
Optimized Targeting: This tool is designed to help advertisers find new customers who are more likely to convert, even if they are not within their existing marketing targets. By comparing common traits between current and potential customers, it is possible to optimize ad delivery. Click here to learn more about Optimized Targeting.
Performance Max: This type of ad campaign allows advertisers to place ads across all of Google’s channels (including YouTube, Search, Gmail, etc.) and uses Google AI to optimize ad placement and audience targeting for higher conversion rates and lower acquisition costs. Click here to learn more about Performance Max.
2. Privacy Sandbox: The Future Direction for Re-engaging Audiences
Google Ads, Analytics, and Display & Video 360 are integrating the audience-protection APIs of Privacy Sandbox, aimed at protecting user privacy while enabling effective remarketing activities. This approach significantly reduces fingerprinting risks and meets new privacy standards. Understand and adapt to the Privacy Sandbox APIs, such as the Audience Protection API, to safeguard user privacy. Integrate these technologies in Google Ads and Analytics to optimize remarketing campaigns.
Audience Protection API: A new privacy-protection technology designed to replace third-party cookies. It allows advertisers to re-engage users who have visited their website without tracking their web activities. Click here to learn more about Audience Protection API.
PAIR (Publisher Advertiser Identity Reconciliation): PAIR is a solution that allows publishers and advertisers to securely and privately reconcile their first-party data. Through this, advertisers can show relevant ads to users active on both the advertiser’s and publisher’s sites while fully controlling their first-party data. Click here to learn more about PAIR.
3. Effectively Utilize First-Party Data
First-party data remains a powerful resource. Through new solutions like Google’s Customer Match and PAIR, you can interact with your audience on different platforms while protecting user privacy. Build and maintain a strong first-party data strategy, collecting and using basic customer information. Use Google’s Customer Match and PAIR for more personalized audience engagement.
Customer Match: This feature allows you to use your own online and offline data to re-engage customers who have interacted with your brand. You can upload customer data (such as email addresses), and Google Ads will use this data to help target your ads. Click here to learn more about Customer Match.
Enhanced Conversions: By using data consented by the user (such as email addresses) after interacting with an ad, this method provides a more comprehensive view of ad performance. This approach improves the quality of observed conversion data, helping you more accurately measure the incremental impact of ads. Click here to learn more about Enhanced Conversions.
Build a Solid Measurement Foundation
Value-Oriented Measurement Strategy
Shift to a measurement strategy that emphasizes first-party data obtained with user consent. This not only allows for customized bidding strategies but also fully leverages AI in enhancing efficiency and protecting privacy. Set conversion values based on key business performance indicators (KPIs). Adopt a value-oriented bidding strategy, automatically adjusting bids through Google AI.
Conversion Value Setting: Allocate conversion values based on your business’s key performance indicators (KPIs). This means not all conversions are considered equal value, allowing you to assign different values to different conversion actions for more effective budget use.
Machine Learning Optimization: Use Google’s AI and machine learning tools, like Smart Bidding, to automatically understand and optimize ad signals. This helps you more precisely target the market, measure, and optimize consumer behavior.
Collect and Apply First-Party Data
Establish a strong tagging infrastructure and use tools like Google Tags and Enhanced Conversions. These technologies provide a more accurate perspective on conversion rates, helping to optimize the performance of ad campaigns.
Strengthen Tagging Infrastructure: Invest in a strong tagging system to maximize the use of first-party data. Using Google Tags or Google Tag Manager can help you measure interactions between visitors and your website and ads.
Enhanced Conversions: Using Enhanced Conversions allows for a more comprehensive view of ad performance by responsibly collecting user-provided data. For example, advertisers implementing Enhanced Conversions saw a 17% increase in conversion rates on YouTube.
Consent Mode and Privacy-Focused Measurement Methods
Through Consent Mode, adjust tag behavior based on user consent status, protecting user privacy while capturing valuable information. For mobile apps, use device-based conversion measurement to protect user data while optimizing performance.
Consent Mode: This is a method of adjusting tag behavior based on user consent status. When conversions cannot be directly linked to ad interactions, Consent Mode uses conversion modeling to resolve unknown situations while respecting user choices. Click here to learn more about Consent Mode.
Privacy-Protected Measurement for Mobile Apps: For example, device-based conversion measurement allows using first-party data consented by your app users (such as email and phone numbers) to increase the number of observable conversions for optimizing ad campaigns.
As the market shifts from reliance on third-party cookies to a privacy-focused approach, adapting to these changes is a crucial step in business strategy. By leveraging Google’s AI solutions and prioritizing first-party data, you can effectively attract your target audience while protecting user privacy. Start adapting to these changes now to pave the way for your business’s success in the constantly evolving digital market. If the above content is useful to you, please act quickly.