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Paid Search in a Cookieless World: Are you Ready?

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Paid Search in a Cookieless World: Are you Ready?


A cookieless world: What will this major shakeup do for your business or clients?

What impact will this hit to digital advertising have on lead quality from your paid marketing campaigns?

The elimination of third-party cookies means Google will become even more of a walled garden.

How will you adapt to overcome this change?

On February 9, I moderated a sponsored webinar presented by Sreekant Lanka, SVP of Digital Solutions at iQuanti.

Lanka demonstrated success beyond the cookie and new strategies to drive performance and quality acquisitions.

Here is a quick summary of the webinar. To access the entire presentation, complete the form.

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The Evolving Privacy Landscape

When it comes to cookies and browsing data, the privacy regulation landscape is evolving in terms of user, advertising, and platform perspective.

Marketers need to keep pace.

1. Customer mindset is changing.

2. There are rapid changes in the cookie landscape.

3. Privacy policy landscape is leading tech changes.

The focus on privacy started in 2018, leading to changes in the legal and technology landscape.

[Understand How This Greatly Affects Your Business] Instantly access this webinar →

The Impact On Advertising Capabilities

The move to a privacy-first world has significant implications for the entire digital ecosystem.

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A cookieless world will impact these channels:

  • Programmatic Display.
  • Paid Social.
  • Paid Search.

At a meta-level, these are some of the additional capabilities which are going to be impacted:

  • ID Resolution.
  • Targeting.
  • Reach and frequency tracking.
  • Measurement and attribution.
  • Fraud detection.
iQuanti, February 2022

[Learn How Succeed In A Cookiless World] Instantly access this webinar →

Google’s Solution

Google came up with proposals in the privacy sandbox, which will help with providing anonymous browsing.

 

Paid Search in a Cookieless World: Are you Ready?iQuanti, February 2022

The three things which will affect search from Google’s privacy sandbox:

  • Topics API.
  • Attribution reporting.
  • Turtledove.

Other market players are also changing a lot around the identity space on every other platform.

[Learn What This Means] Instantly watch the on-demand webinar →

What Should Search Marketers Do?

With paid search becoming increasingly competitive, what should search marketers do?

7 Tactics You Can Start Doing Today

  1. Renew focus on driving campaign efficiencies.
  2. Maximize the potential of your first-party data.
  3. Leverage paid search for mid-funnel.
  4. Maximize the potential of Google Marketing Platform.
  5. Create a long-term strategy for MarTech stack.
  6. Solve for measurement and attribution.

[Learn From A Case Study] Instantly access this webinar →

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 tactics.

Step 3: Onboard with offline and conversion feed data used in paid campaigns for better ROAS.

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Step 4: Break organization silos; brand, acquisition, technology & analytics teams to work together.

Step 5: Build a connected marketing and data ecosystem by implementing full GMP stack and MarTech stack

Step 6: Stronger focus on ROAS for long-term efficiencies.

Step 7: Solve for measure and attribution to increase efficiencies of media budgets.

Step 8: Continuously optimize cross-channel tactics to minimize impact changes.

[Get The Full Explanation] Instantly access this webinar →

Though there is still much uncertainty about the future and many things you cannot control, you can still take steps to ensure you come out on top.

Key Takeaways

  • Keep a close eye on the latest developments in the industry, such as Google Sandbox initiatives, identity resolution-led initiatives, browser and device changes, etc.
  • Test out alternate tactics which address improved targeting, measurement, and data usage ahead of time to discover the best channels for your business and build a future-proof enterprise strategy.
  • Start building a robust infrastructure that maximizes the potential of first-party data and ensures compliance with the new privacy regulations.

[Slides] Paid Search in a Cookieless World: Are you Ready?

Here is the presentation:

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Paid Search in a Cookieless World: Are you Ready? from Search Engine Journal

 

Join Us for Our Next Webinar!

2022 SERP Feature Trends & Tips For A Better SEO Strategy

Facing tough competition in the SERPs? Curious about SERP features and which ones you can benefit from?

Learn about the latest SERP feature trends, how to get them, and how they can power up your SEO plan in our next webinar on February 23 at 2 p.m. ET.


Image Credits

Featured Image: Paulo Bobita/Search Engine Journal

 

 

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Google Core & Product Review Updates Finish Rolling Out

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Google Core & Product Review Updates Finish Rolling Out

Google’s recent core algorithm update and product review update are done rolling out as of September 26, 2022, the company confirms.

Google quietly announced the rollout completion via its search ranking updates page.

Screenshot from: developers.google.com/search/updates/ranking, September 2022.

 

The September 2022 core update started rolling out two weeks ago, on September 12. The product review update launched a week later, on September 20.

Both updates finish rolling out on the same day, September 26, which is ideal if you eagerly await to assess their impact.

What To Do Next

Now it’s time to assess the impact of the updates by analyzing your website’s rankings and traffic patterns.

If you notice any significant and sustained changes, they’re likely the result of one or both updates.

How To Tell If You’re Impacted By The Core Update

Google applies core updates across all search results, and they have the potential to affect entire sites.

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Google Search Advocate, John Mueller, explains how core updates target the whole site rather than specific elements:

“With the core updates we don’t focus so much on just individual issues, but rather the relevance of the website overall.

And that can include things like the usability, and the ads on a page, but it’s essentially the website overall.”

With that in mind, changes to search rankings across a majority of your website’s pages indicate the core update impacted you.

How To Tell If You’re Impacted By The Product Review Update

This one is more straightforward, as product review updates are only applied to search results for product reviews.

Do you publish product reviews? If not, then you weren’t impacted by the update.

If you do publish product reviews, pay careful to rankings. If you notice changes that are limited to product review pages, it’s likely because of the product review update.

On the other hand, ranking changes across your entire site are more likely the result of the core update.

Stay tuned for follow-up articles as we analyze the impact of these updates.

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Source: Google
Featured Image: Pavel Ignatov/Shutterstock

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