With Google Altering Ad Retargeting, How Can Marketers Stay Ahead of the Game?
Internet users have gotten used to seeing advertisements mysteriously related to their search history. Today, this kind of ad retargeting is a common sight, with much of this tracking made possible by cookies – small bits of code that enable new sites that a user visits to analyze where the user has been before.
Google (as well as Facebook) utilize this data to show advertisements across the web, based on info that they gather on their own sites, in addition to social media networks.
However, this has all changed with Google making efforts to change their policy and block cookies on Chrome, the web browser utilized by a large portion of the world’s internet browsers.
Although these changes are primarily slated to be in place by the end of 2023, this decision marks massive changes to the digital marketing world, long upheld by revenue streams stemming from tracking and ad retargeting. The question remains: what will marketers do to adapt?
How Do Ad Retargeting Changes Impact Advertising?
With Google no longer enabling “individual-level” tracking and targeting on non-Google sites, brands will likely need to adjust their overall marketing tactics. Businesses will likely lean on:
- Existing customers
- Users searching for products or brand-related topics
These changes will additionally likely force marketers to adjust from the older “tried and true” prospecting methods like running ads to retarget to users that visit a site, in addition to lookalike modeling to target ads to groups who share characteristics with a brand’s existing base.
Companies in any industry remain invested in Google’s ability to retarget. This helps them find additional customers for data management and analysis. Google’s coming alterations will no longer allow an advertiser to link a single user to singular Google ID requests all the way to conversion, resulting in what will likely represent some short-term pain for marketers unwilling to make necessary changes.
Nevertheless, changes to ad retargeting policies through search engines and on social media will likely steer prepared marketing teams to the authenticated universe of Google search.
Google will continue to enable customer matching within its properties. For example, a social media marketing agency in Miami like our team from GOA-TECH may begin adapting digital marketing strategies more centered around search targeting through Google itself instead of focusing on ads and ad retargeting.
Further Changes to Social Media Marketing | iOS 14 Updates
Apple’s upcoming iOS 14 update is additionally altering how companies run personalized ads on social media platforms. This update is requiring iOS apps to proactively ask users for their permission to track their information across other apps and websites. Previously, these users opted in by default.
iOS devices serve as some of the most prevalent on social media. This policy change by Apple could significantly alter how a business can reach an entire audience of users utilizing iOS devices, especially when a marketer leans heavily on digital marketing or provides users with a mobile app on the iPhone or iPad.
What Marketers need to Know About Social Media Management and the iOS 14 Update
We can compare the new App Tracking Transparency (ATT) prompt to the all too familiar “accept cookies” banner we all see while browsing the web. However, this specific push notification remains exclusive to mobile apps on iOS.
For any business or marketing specialist that uses an iOS app that shares customer information with third parties for the purpose of marketing, Apple now requires implementing new provisions that comply with Apple’s policy.
Even for marketers that don’t use a mobile app, these changes may still impact business for those that direct efforts toward digital ads served on iOS devices. When users don’t consent to tracking or ad retargeting, companies will likely remain unable to retarget these users.
Adapting Your Digital Marketing Strategy to iOS 14 | Miami Social Media Management | GOA-TECH
The first step a marketer must take to adjust to iOS 14 is to verify how their data is used and understand what changes they must make for the new Apple policies. Carefully monitor ROI vs. expenditure for ad campaigns and adjust accordingly.
However, this is only the beginning. The ideal solution is to enlist the services of a qualified expert that remains up-to-date on all the latest regarding Google and Apple changes to ad targeting and data utilizing. Our Social Media Marketing team in Miami from GOA-TECH can help.
To learn about the latest changes with iOS 14, in addition to Google’s coming adaptations to ads, ad retargeting, and data use, reach out to our team today!