Last year, Google announced that third-party cookies would be phased out by the end of 2023 and replaced by new tracking technology – the nature of which still remains largely under wraps. This has, understandably, created something of a stir in the marketing community, and not least in the area of PPC, which has already found itself under the spotlight, with some claiming it is now more trouble than it is worth.
Yet PPC is not going anywhere right now, and will certainly not be brought down by any so called “cookiepocalype.” This is especially the case in professional services. For example, research carried out by Ruler Analytics showed that law firm pay-per-click ads generate 58 percent of traffic, and marketers are already working on strategies to minimize any impact on ad revenue when the changes come into effect.
Hone your PPC strategy
An effective PPC strategy is one that is constantly under review. Now is a good time to ensure that everyone understands their roles and responsibilities, whether PPC is run in-house or in partnership with an external agency. In the absence of third-party cookies, first-party data is going to be vitally important, so use this to craft a media strategy around clients with shared attributes.
Rethink your KPIs
It’s tempting to jump straight into your tracking data, but first, take a step back and consider what it is that you really need to check. In the new landscape, it could be necessary to shift your focus. For example, it might make sense to place greater emphasis on areas like conversions. Having the right KPIs is fundamental to making the optimum advertising decisions – and to understanding their impacts.
Make use of AI
The biggest publishers are already using AI technology to segment large groups of customers. Consider riding on their coattails instead of targeting individual consumers. In addition, Google’s Smart Bidding feature is an AI-based auction tool that could come into its own when there is no more third-party cookie data. These could automate bids and make your PPC both faster and more effective than anything you could achieve manually, so it’s certainly worth some experimentation.
Take a new look at your tracking
With the above in place, or at least given due consideration, it is now time to revisit your tracking protocols. In fact, perform a full tracking audit so you are clear about what you are following, and why you are following it. Cheek this across all media channels.
Don’t panic
The real panic will start next year, when those marketers who have pretended none of this is happening pull their heads out of the sand at the eleventh hour. For those who start to prepare now, the loss of third-party-cookies does not have to be a big deal. In fact, for those willing to grasp the nettle, it represents an opportunity to ensure your PPC strategy is in rude health and optimally attuned for the digital marketing paradigm of the mid 2020s.
