Lately there has been a lot of talk about the upcoming cookie-less advertising environment. Marketers are preparing for one of the most radical changes in the history of digital and consultants scramble to help them with actionable advice. That's why we asked fellow Sherpa, Samantha Noble, to offer her best tip for the "cookie-less" 2022.
Samantha is a Leading PPC expert with long experience in paid media. She describes paid media as her true passion. "From managing campaigns day to day, to training in-house or agency teams or speaking on stage and sharing her knowledge on the latest paid media strategies". In 2016 she left agency life behind and started Biddable Moments, a Paid Media Consultancy agency dedicated to helping brands and agencies increase their revenue through PPC and Paid Social advertising. So, here is what she would like you to know about the year to come in PPC:
Moving into 2022, we are going to be faced with a lot of changes in the digital world when cookie-less advertising comes into play. As advertisers, we need to be preparing for this now to ensure we have everything in place for when the change actually happens. Google have brought out a number of different tools to help us continue driving performance and they recommend investing in a privacy-safe growth strategy.
By the middle of Q1, I would recommend that you:
• Ensure you are collecting first party data by installing either the Google Site Tag or Google Tag Manager
• Ensure you are able to measure data effectively by implementing Enhanced Conversions and Consent Mode in Google Ads. These two tools have allowed advertisers to recover more than 70% of conversion data lost due to user cookie consent choices.
• Ensure you have switched over to Google Analytics 4 and have setup all the custom events and tracking. The new Google Analytics will give you the essential insights you need to be ready for what’s next. It is privacy safe and you can rely on GA4 to help you measure your marketing results and meet customer needs.
👁️🗨️ Samantha Noble’s tip, along with more advice from our Sherpas is also available on our 2022 Whitepaper. To get your copy, simply drop us your email here.
👉 Find out what Samantha Noble can do for your business.