In March, a title that was widely expected and extremely welcome echoed through the industry: the end of cookies. In short, the world of paid cookie-free advertising is fast approaching; what if you work for PPC agency, for example, then it’s time to prepare.
Cookies for the end. This is what the world has recently been informed about; a cookie-free world set to shake up how you, as an authoritative Google Shopping agency, compose, manage and analyze paid advertising campaigns for your wide network of clients.
There is no doubt about the impact of this announcement, and while the words, ‘cookies to the end’, mean many things to many people, it is important to take a closer look at what this announcement means for the industry. as a wholewhether you are a PPC agency from Manchester or a PPC agency from London.
The focus on user privacy began in 2018, accelerated in the years since its initial release, and finally peaked with news that cookies will cease, leading to monumental changes in the advertising, technology and legal environment around the world.
Indeed, when it comes to cookies and browsing data, the roadmap for privacy regulation set by most companies is constantly evolving and constantly adapting to take everything into account from the perspective of users, advertisers and the platform.
As cookies now end, advertisers and platforms now need to completely rethink their marketing strategies to keep up with the new, ever-changing landscape as they become more aware of standard industry practices that were once top secret.
If you work in the paid search industry or for a Google Ads agency, then now is the time to be up to date with this ever-changing environment driven by data, innovation and, most importantly, newly discovered responsibility towards the user.
Cookies for the end. That was the news everyone in the industry was expecting. Nevertheless, moving to the world in the first place for privacy is guaranteed to have broad and extremely significant consequences for the digital marketing network, which will soon be realized by most paid marketing managers and executives.
In addition, at least at the meta-level, advertisers should also expect changes in ID resolution, targeting capabilities, reach and frequency tracking, insight measurement, and fraud detection.
Furthermore, while combining multiple identities across a number of different channels may become more complex, tracking the path to user conversion to extend, these changes, however, aim to make the Internet a safer place with more respect.
As paid search marketing becomes even more competitive due to the imminent end of cookies, Google has now announced a proposal to introduce anonymous browsing which, interestingly, includes API topics.
In turn, it significantly improves targeting and produces a detailed, summary report that helps track ad performance and contributes to combating a specific type of fraud that involves trusting the API token.
If you’re a Google Ads company with a team of marketers at your disposal, you can now apply a number of techniques that could improve the performance of your ads. This includes:
- Renew focus on increasing campaign productivity – By renewing your focus on increasing campaign productivity, paid merchants can now shift to running healthier campaigns without having to constantly think about user privacy.
- Take advantage of paid search to succeed in the middle of the flow – As more and more people become more aware of your business and become even more interested in your ads, it’s important to double your paid search to move them further in the sales flow.
- Create a long-term strategy that takes into account that cookies will stop – It is always important to put together a strong and diligent strategy, however, now that the cookies are over, you should start build your plan around the new road map ahead.
While there is still a lot of uncertainty surrounding the situation, and you should still be up to date with the latest developments, you should, indeed, start testing alternative news solutions such as maximizing first page data and relying on Google Marketing for support.
At PPC Geeks, the team is permanent adapting to the news like this, while consistently maximizing your campaigns no matter the circumstances.
As an award-winning, Google Premier Partner, PPC Geeks prides itself on keeping you and your business at the forefront of any changes that may affect your campaigns, and while they care about user privacy, they care about the success of your business. paid search strategy and budget spending.