Google is arguably the biggest platform for Pay-Per-Click or PPC campaigns. Google Ads has provided advertisers and marketers with extensive data which they use to target audience demographics. However, there are big changes on all major digital advertising platforms, whether that’s Google, Facebook, Amazon, or Apple. Current and future consumer data regulations are changing the landscape of the world of PPC advertising. Here are some tips on running PPC campaigns using less data.

 

The Big Picture

Google is phasing out the use of cookies on its browsers; however, it is important to remember that Google is getting rid of third-party cookies. First-party cookies, which are used to track a website’s visitor’s basic data, will still be available and can be used by advertisers. 

A first-party cookie is a snippet that is generated and stored on the website visitor’s computer when they visit the website. It helps improve user experience as it stores and remembers basic information about the visitor’s preferences and passwords. First-party cookies tell websites what the visitor did on their website, such as which pages they viewed and for how long. First-party cookies don’t tell you what that website visitor did on other websites, that is something that is tracked by third-party cookies.

Third-party cookies are essentially tracking codes that tell you what your website visitor does on other websites. This information is sent to a third party, that is, the advertiser. These cookies allowed advertisers to figure out their target’s online behaviors, such as their preferred content online, interests, frequently-visited websites, and so on. Such information helps advertisers create robust profiles which they use to generate effective lists of retargets.

At least, until now. However, this does not mean that PPC ads are doomed. Here is what advertisers can do for their PPC campaigns when they have less data.

• Use marketing mix models to improve data measurement

The popularity and success of PPC caused advertisers to focus on this type of advertising while forgetting that there is a larger aspect to it called marketing. Advertisers should use marketing mix models (MMMs) to grow their data pool. MMMs are methods of statistical analysis that determine how effective an advertising campaign is by measuring the impact of the marketing strategies along with the customer retention efforts and sales performance. Advertisers can gain huge market insight by adopting automated MMMs. These are software that uses cloud computing, cloud storage, and machine learning techniques to provide valuable data without the bias of human judgement.

• Focus on ad-to-page relevance

Ad-to-page relevance is going to be more important than ever when it comes to PPC campaigns. Advertisers should use message matching to establish relevance by ensuring that the landing pages linked to the PPC ads match the content of the ads. This helps enhance the trust of the target audience. Ad-to-page personalization is another aspect that should be focused on by advertisers. Here advertisers offer their target audience a highly-personalized experience throughout the entirety of the PPC campaign, starting with the ad and ending with the landing page. Without third-party cookies, advertisers must focus on building meaningful and relevant interactions with their target audience. They should not provide a generic, one-size-fits-all experience but a personalized post-click experience. Post-Click Automation (PCA) will go a long way in creating such experiences with relative ease. PCA uses automated creation, personalization, ad-mapping, optimization, and artificial intelligence. 

• Focus on the audience

Personalization is set to dominate the world of advertising. To capture quality first-party data, the messaging offered to the target audience should be personalized and relevant. This will ensure that conversions occur and not just ad clicks. All aspects of the audience or user experience should be optimized and personalized from the ad to the thank-you page. This is where PCA comes in to help advertisers achieve their goals. PCA can help generate higher conversions by using machine learning.

• Acquire more accurate client data

Advertisers need to use realistic forecast models for clients and should use accurate client data to inform their decisions and strategies. For example, advertisers can compile campaign metrics and client business metrics onto a spreadsheet to allow for cross-referencing and the two metrics to inform each other; thus, preventing costly mistakes.

• Use lower intent goals in PPC campaigns

The landscape of PPC advertising relies heavily on an abundance of data. But with the removal of third-party cookies, it is getting harder to acquire enough actionable data, leading to more and more gaps in the information. To overcome this problem, advertisers need to use lower intent goals in their PPC campaigns. Instead of focusing on conversions, advertisers need to focus on acquiring first-party data as early as possible. This data is then fed into software and tools that help make accurate measurements. Lower intent goals help advertisers figure out whether they are on the right track. Acquiring first-party data is crucial early on in the process as it can lay the foundation for future success. 

• Use white label PPC management services

With the removal of third-party cookies and the subsequent reduction in data, it will get harder to run effective and successful PPC campaigns. The work required to acquire and figure out audience data may increase and appear to be more complicated. Ensuring that the PPC ads are also both engaging and clear in vocabulary and message is going to be more important than ever. The process and methods used in PPC ad management are going to undergo quite a change. So, it may be worth your resources and time, to use white label PPC management services. A white label PPC agency will take care of your client’s PPC campaigns from start to finish. PPC is their bread and butter so they will ensure that they have all the skills and training required to make your PPC campaigns a success. They will also have in-depth knowledge of what is or is not acceptable with regard to consumer privacy laws and the world of advertising.  

Contact PPC Outsourcing if you want to set up an effective PPC campaign today.