What You Need to Know to Overcome the Challenges of Ad Targeting and Remarketing
The recent Google announcement outlining their plan to disable third-party tracking via browser cookies has stirred the pot for all businesses and advertisers (read about it here). This shift marks a significant change in how we approach ad targeting and remarketing.
Understanding the Challenge
Ad targeting and remarketing have long been the linchpins of digital marketing strategies, allowing businesses to tailor their advertising to the specific interests and behaviors of potential customers. However, with the implementation of privacy features which gives users the choice to opt out of tracking, the scope for such targeted advertising has narrowed considerably.
What does this mean for your practice?
- Reduced Precision in Ad Targeting: With less access to user data, your ads might not hit the bullseye as they used to, leading to a broader, less focused reach. In practical terms this means that your conversions may decrease while your CPA (cost per acquisition) may increase.
- Remarketing Hurdles: As more users opt out of tracking, those clever ads that followed your interested customers across the web are now limited to users who consent to tracking, shrinking the audience pool significantly and potentially impacting the effectiveness of your remarketing campaigns.
Strategies for Mitigation
While these changes might seem daunting, they open up avenues for innovation and adaptation. Here’s how your business can stay resilient and effective in its marketing efforts:
- Focus on the data you collect directly from your customers. Encourage website sign-ups, newsletter subscriptions. Brand awareness and lead generation campaigns via social media should become an integral part of your marketing strategy.
- Context is key. Place ads based on the content of the website or the context of the user’s current activity. This way, you’re still reaching relevant audiences without needing their past browsing data.
- Don’t put all your eggs in one basket. Explore various platforms – from social media to content marketing and email campaigns. This broadens your reach and reduces dependency on any single channel.
- Build a community around your brand. Engage with your audience through valuable content, interactive social media presence, and excellent customer service. A loyal community can be your strongest marketing asset.
- Be ready to adapt. Partner with a digital marketing company that you trust.
The landscape of digital advertising is shifting, but this isn’t necessarily a setback, if you take actions to mitigate. Remember, the goal isn’t just to reach a wide audience, but to reach the right audience. Feel free to contact MetaMed Marketing for additional discussion.
Ali Kouros is co-founder of MetaMed Marketing. Ali heads up operations, engineering, productions, and practice marketing for MetaMed.