A cookie-free world: what will this major change bring to your business or customers?
How will this crackdown on digital advertising affect the lead quality of your paid marketing campaigns?
Eliminating third-party cookies means Google will become more of a walled garden.
How will you adapt to overcome this change?
On February 9th, I moderated a webinar moderated by Sreekant Lanka, Senior Vice President of Digital Solutions at iQuanti.
Lanka demonstrates success beyond cookies and a new strategy to drive performance and quality acquisitions.
Here’s a quick summary of the webinar. To access the entire presentation, complete the form.
The evolving privacy landscape
When it comes to cookies and browsing data, the privacy regulatory landscape is changing from the perspective of users, ads and platforms.
Marketers need to keep up.
1. The customer mindset is changing.
2. The cookie landscape has changed rapidly.
3. The privacy policy landscape is leading technological change.
The focus on privacy began in 2018, leading to changes in the legal and technological worlds.
[Understand How This Greatly Affects Your Business] Access this webinar now →
Impact on Advertising Ability
The move to a privacy-first world has major implications for the entire digital ecosystem.
A cookie-free world will impact these channels:
- Programmatic display.
- Paid social.
- Paid search.
At the meta level, these are some additional features that will be affected:
- ID parsing.
- aim.
- Range and frequency tracking.
- Measurement and attribution.
- Fraud identification.
[Learn How Succeed In A Cookiless World] Access this webinar now →
Google’s solution
Google has made recommendations in a privacy sandbox that will help provide anonymous browsing.
iQuanti, February 2022Three things affect Google Privacy Sandbox searches:
- Theme API.
- Attribution report.
- turtledove.
Other market players are also changing a lot around the identity space on other platforms.
[Learn What This Means] Watch the on-demand webinar now →
What should search marketers do?
As paid search competition increases, what should search marketers do?
7 strategies you can start doing today
- A renewed focus on improving campaign efficiency.
- Maximize the potential of your first-party data.
- Paid search leveraging middle channels.
- Maximize the potential of Google Marketing Platform.
- Develop a long-term strategy for the MarTech stack.
- Solve measurement and attribution problems.
[Learn From A Case Study] Access this webinar now →
How to build results in paid search:
step 1: Maximize the potential of your first-party data.
Step 2: Focus on efficiency with keyword expansion and ad copy-to-landing page strategies.
Step 3: Use offline and conversion feed data used in paid campaigns for better ROAS.
Step 4: Break down organizational silos; brand, acquisition, technology and analytics teams work together.
Step 5: Build a connected marketing and data ecosystem by implementing a full GMP stack and MarTech stack
Step 6: Greater focus on ROAS to improve long-term efficiency.
Step 7: Address measurement and attribution issues to increase the efficiency of media budgets.
Step 8: Continuously optimize cross-channel strategies to minimize impact variability.
[Get The Full Explanation] Access this webinar now →
While there’s still a lot of uncertainty ahead and a lot of things beyond your control, you can still take steps to make sure you stand out.
key takeaways
- Keep abreast of industry updates such as the Google Sandbox initiative, identity resolution-led initiatives, browser and device changes, and more.
- Testing can address alternative strategies ahead of time to improve targeting, measurement, and data usage to discover the best channels for your business and develop a future-proof corporate strategy.
- Start building a robust infrastructure to maximize the potential of your first-party data and ensure compliance with new privacy regulations.
[Slides] Paid Search in a Cookie-Free World: Are You Ready?
Here is the presentation:
Paid Search in a Cookie-Free World: Are You Ready? from search engine magazine
Join us for our next webinar!
2022 SERP Feature Trends and Tips for Better SEO Strategy
Facing tough competition in the SERPs? Curious about SERP features and what you can benefit from?
Learn about the latest SERP feature trends, how to get them, and how they can power your SEO program in our next webinar on February 23rd at 2pm ET.
Image Source
Featured image: Paulo Bobita/Search Engine Magazine
