A Comprehensive Guide to PPC Strategies in the Era of Cookie-Less Advertising
In January 2020, Google made a significant announcement that sent shockwaves through the digital advertising industry. The tech giant revealed plans to phase out support for third-party cookies in its Chrome browser by 2022. This move was in response to increasing demands from consumers and regulators to protect online privacy. However, the implications of this decision are far-reaching and will have a profound impact on the world of digital marketing and paid search.
Cookies have long been the foundation of the adtech ecosystem, providing valuable data on user behavior as they navigate the web. This data is crucial for targeting and personalization in advertising campaigns. Google’s decision to kill the cookie effectively started a countdown to the end of an era in digital advertising.
So, how will this shift towards a cookie-less future affect marketers? In this article, we’ll explore the fundamental changes that are likely to occur and provide some tips and tactics to ensure that your brand’s marketing efforts remain relevant and effective in the post-cookie world.
Understanding the Data Fundamentals
Before we delve into the changes that a cookie-less future will bring, it’s essential to understand the various types of data that marketers rely on:
1. Observed data: This encompasses first-party, second-party, and third-party data. It refers to data collected without the user’s direct participation.
2. First-party data: This is information collected directly from users, such as email addresses and demographic data. Google’s changes won’t impact this type of data collection.
3. Second-party data: This occurs when two organizations agree to share their first-party data privately. Google’s decision won’t affect these arrangements, but regional regulations like GDPR or CCPA may limit data sharing between businesses.
4. Third-party data: This is data collected by businesses that users haven’t directly interacted with. It powers much of the digital advertising ecosystem and is most at risk from Google’s changes.
5. Walled gardens: Platforms like Google, Facebook, and Amazon maintain closed and nontransparent data ecosystems. Marketers can only access their data through advertising tools like Google Ads.
The Impact on PPC Campaigns
While keyword-based PPC advertising will remain unaffected by the absence of third-party cookies, there will be a significant impact on programmatic display advertising. Audience-based targeting and smart bidding strategies will become less accurate, as the walls of walled gardens rise.
Remarketing, a crucial tool in the PPC toolkit, is likely to become more challenging in the cookie-less future. Cookies enable marketers to track user behavior and target them with ads based on their history and interests. With the elimination of cookies, this process will need to evolve.
To replace cookies, Google plans to migrate its advertising clients to a new interest-driven model called ‘Topics.’ This model allows advertisers to serve relevant ads based on interest-based categories selected from a publicly visible list.
Preparing for the Cookie-Less Future
To navigate the cookie-less landscape successfully, marketers need to adapt their strategies. Here are some essential steps to take:
1. Build first-party data: Without cookie-powered targeting and remarketing, it’s crucial to collect essential data directly from users. Ensure your website is set up to collect emails, phone numbers, shopping history, and on-page behavior.
2. Leverage search intelligence: With Google becoming more of a walled garden, relying on observed data directly from search engines can help design PPC campaigns without depending solely on Google’s platform.
3. Expand personalization alternatives: On-site personalization using first-party data provides an alternative to engage existing customers without relying on third-party cookies.
4. Consider alternative customization experiences: While audience-based targeting may no longer be possible, using time and location-based messaging can still create a sense of user customization.
By combining these tactics with contextual targeting, marketers can draw new customers to their sites and provide them with personalized, cookie-less experiences.
The Role of Adthena in the Post-Cookie World
Data is a scarce resource, and it will become even scarcer without third-party cookies. Adthena, an award-winning search intelligence platform, offers a solution to this challenge. By collecting observed data directly from search engine results pages, Adthena helps clients develop search marketing strategies driven by meaningful but anonymous data.
Adthena has already helped numerous customers overcome key cookieless challenges. For example, a leading American insurance company used location-based messaging to provide a similar sense of user customization. Adthena’s Local View feature allowed them to build a successful strategy based on regional market variances.
An American credit card provider used Adthena’s Strategic Advantage solution to optimize their keyword lists based on the most cost-effective terms in their market. This resulted in targeting more consumers and boosting conversions.
Financial services group Legal and General improved their overall brand position using Adthena’s search intelligence. They saw a significant increase in search visits, conversions, and market share.
As we prepare for a future without third-party cookies, Adthena stands ready to assist marketers in making informed decisions and staying ahead in the competitive world of paid search.
In conclusion, the end of third-party cookies will undoubtedly bring significant changes to digital marketing and paid search. However, by understanding the data fundamentals, preparing for the cookie-less future, and leveraging tools like Adthena, marketers can navigate this new landscape successfully. The key is to adapt strategies, build first-party data, and explore alternative targeting and personalization methods. With the right approach, marketers can continue to deliver relevant and effective advertising campaigns in the post-cookie era.
