Google Ends Tracking Ads – So What Now?

Google recently announced that it will discontinue selling advertisements which are based on a person’s individual cross-website browsing.  As the largest search engine, this decision has created waves in the digital marketing sphere, who have had to content with calls from consumers for more privacy online and respect of personal data. 

This news stems from Google’s 2020 announcement that it will phase out the usage of third-party cookies.  Cookies are pieces of code which allow advertisers to track a user’s history across websites.  Though most marketers were fairly upfront about their usage (ex: people noting a popup on a website that informs them of the tracking code and an option to block it), Google will have them removed by the end of 2021.   The company has confirmed that it won’t use or invest in alternative tracking tech that could identify people at an individual level.

“If digital advertising doesn’t evolve to address the growing concerns people have about their privacy and how their personal identity is being used, we risk the future of the free and open web,” David Temkin, a Google product manager focused on privacy, said in a blog post. “People shouldn’t have to accept being tracked across the web in order to get the benefits of relevant advertising.”

Lawmakers and prosecutors at the federal and state levels are cracking down on the tech giant.  Google faces three major antitrust lawsuits, including a landmark case by the US Department of Justice, and another complaint by a bipartisan coalition of states.

In drawing away from third party cookies, Google is revising its strategy with an initiative towards a  “privacy sandbox,” which is designed to let publishers target ads based on people’s interests without privacy infringement.  

The update does have limitations. The changes won’t apply to “first party” data, which companies collect directly from consumers. That includes Google’s own products, like Gmail, YouTube and Chrome. The changes will also only apply to websites and not mobile phones, where consumers are increasingly spending their time.

So what does this mean for digital marketing?

1. Be Strategic with Retargeting Ads. As useful as they are, retargeting ads are the marketing feature most affected by the cookie crackdown. Run A/B tests with current retargeting features to determine the effect of Google’s new rule. Ensure that your retargeting ads are optimized for mobile screens, because that is where they’re most likely to be shown.
2. Landing page landing page, landing page. That email connection is key to establishing a lead who will purchase at some point. Create a well-rounded, engaging message that will persuade a visitor to freely offer their contact details for further information.
3. Develop Personal without Privacy Intrusion. Establishing the personal connection through digital channels is difficult, especially when overmarketing can make prospective leads feel pursued or trapped. Utilizing merge fields such as first names in emails is a must for marketing to genuine leads. Consider offering opportunities for customers to give you insight as to things they would like from your business, whether that be through a survey, social media post, or questionnaire.

For more information, please feel free to get in touch with me and the Pearl Marketing team at 603-732-9070 or info@pearlmarketing.com