Pursuing PPC Greatness Post Cookie-Crumble: Harnessing Success Minus Third-Party Tracking

In response to tightening regulations and demand from consumers to offer more privacy protection, Google made a major announcement to the public four years ago. In January 2020, they announced plans to completely phase out support for third-party cookies used in its Chrome browser. Cookies have long been a very vital component of the adtech profit margin while providing data that powers most of the fine-tuned audience targeting. 

Revenue at Risk: The Urgency Behind Ditching Cookies and Ad Income

This decision began a very closely adhered-to digital stopwatch on the current state of digital planning. In preparation for this transition, those at the helm have been working to find alternatives that can replace third-party data that was used for focused targeting. In this article, we’ll share a few ways that the demise of cookies will change paid search efforts, and provide some tips to still be successful while planning a campaign. 

Data Demystified: Navigating the Fundamentals for Clarity 

Before we can properly grasp the various changes that a cookie-less future will impose, it’s important to understand five major data types:

  • Observed Data: some 1st and 2nd party data as well as third-party data falls into this category. Observe data was collected without the user’s means of participating directly.
  • First-Party Data: when a user chooses to fill out a form or submit a request through a URL, it opens them up to theft and ill-fated retrieval of such elements such as e-mail addresses and personal data. This also includes data collected on your own URL, such as what they have purchased or shown interest in. The coming changes to Google will fortunately not impact this means of data collection.
  • Second-Party Data: Second-party data originates when two organizations enter an agreement to privately share their first-party data with each other. Google’s decision to terminate cookies also will not impact these situations. 
  • Third-Party Data: this type of data is collected by a business or entity completely free of direct interaction with the consumer. This data is collected by websites that use third-party cookies to distribute data into the hands of ad tech providers or another entity that can productively make use of it. This category of data fuels must have digital advertising premise, and it is the most at risk from Google’s changes.
  • Walled Gardens: popular social and commerce platforms such as Amazon, Google, and Facebook all closely maintain their own unique data ecosystems. These “walled gardens” are completely secure, and the only way for marketers to access this data through mediums such as Google ads.

The Impact of Cookies’ Departure Within the Ad Realm:

Keyword-based PPC will not suffer many effects of Google’s decision to remove cookies, but programmatic display advertising will see a large impact. Directly after the switch, audience bases will lose a sense of precision and accuracy, making smart bidding strategies a bit more difficult as Google continues to evolve. Remarketing is one PPC task that will be challenging at first, because of cookies’ extended ability to quickly latch on to a very specific user base. 

The process of targeting users with ads after observing their behavior and interests will have to evolve sufficiently, which may not come as marketers eager to combat inflation and other issues would like. Advertisers are bound to struggle quite a bit with this intensified gap to complete personalization, as the “all-in experience” customers now count on will be more difficult to create. As a form of replacement, Google plans to cultivate a “Topics” segment that will drive interest and present the most relevant ads.

Different Ways to Tackle This Loss of Strategy:

Without the assistance of cookie-powered targeting and the option to remarket quickly, it will become essential to build a large arsenal of first-party data. Important phone numbers, shopping history, or emails between you and the customer will be an excellent first step at continuing to connect with your customers and provide consistent, organic incentives.

Leveraging Search Intelligence with platforms like Adthena can help you create a PPC campaign without relying on ever-changing initiatives. When any brand is left unprotected in search, bids, and infringements on your branded search terms can see you suddenly wasting valuable budget assets. This AI-driven Brand Activator automation tool can save up to 20% of your previously wasted budget. The feature is “intelligent” enough to automatically pause bidding on search terms when a brand is doing quite well in the “bid-o-sphere.”

Expanding Personalization Alternatives is one way of further engaging customers you have already languished so hard for, without relying on traditional third-party cookie tactics. Google aims to block invasive trucking with programs such as the Privacy Sandbox, which is currently in development. Contextual advertising is one great alternative to behavioral marketing that involves inserting relevant ads directly into a “live sample” of content. 

Sweet Solutions: Strategies for Adapting in a Cookie-Free World

Data is an incredibly valuable resource and can be collected directly from search engine results pages. AI innovating software companies such as Adthena now incorporate machine learning and AI to help clients develop a means of new strategy that isn’t as invasive. The over-reliance on audience data is one of the issues this company addresses head-on. Using their Local View feature, they helped a successful insurance company build a strategy with an interactive 50-state view detailing their competitive search landscape.

Precision in Ambiguity: Solutions for Targeting the Elusive Customer

An American credit card provider that needed to quickly react to rising competition was able to successfully use a strategic advantage solution. They took a close look at data to target their consumer base, and aggressively boost the all-important conversion factor. It was excellent for this team to yield more than $2 worth of conversions for every $1 spent on Google Ads. With the “Search Terms” solution, there is an option to pinpoint why your competition is gaining ground by appearing in places you have not in the past business week.

Cookie-Free Brilliance: Gear Up Your Marketing for What Comes Next

The future without third-party cookies will offer many challenges, with all of us here at FarFetched Studios remaining diligently ahead of the curve! Informed and strategic decisions prevail during times of uncertainty, and forms of AI innovation are disrupting every corner of the market. Paid search, blogging solutions, and consumer tracking are all undergoing very intense change. Connect with us today to work on a top-notch targeting strategy, and bypass the modern nuances of traffic-monitoring taboo.

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