Google Ads is making changes to improve user privacy and automate the platform. These changes will include more robust data protection measures, increased transparency around data collection and automation technology to streamline the advertising process for both advertisers and users. Here are some of the updates that we can expect in 2023.
- Google Ads to discontinue content targeting for Youtube conversion campaigns
Google Ads provided a comprehensive view of your content targeting and made content targeting management and optimization simpler with options for the topic, content keywords, display expansion for search, and placement. This content targeting for YouTube conversion campaigns allowed advertisers to match ads to channels or videos to deliver more customized messages to audiences. Google Ads is making more use of automation to stay ahead of the changing shifts in the ad world while maintaining privacy-centric ways to measure results. Advertisers may need to rely more on first-party data and other targeting options, such as audience expansion and smart bidding, which will give users more control over the ads they see and help to increase user privacy, which can lead to a better overall user experience. Google has informed us that all existing campaigns’ content targeting settings will be automatically removed from video campaigns that drive conversions.
2. Google plans to transition away from similar audiences for more powerful audience targeting in 2023.
Similar Audiences is the Google tool that looks at data about your existing remarketing audiences and finds new and qualified consumers who have shared interests with that audience. It’s a powerful but simple way to reach a much larger audience and drive clicks and conversions among new prospects, similar to the Facebook lookalike audience, which also helps you improve your cost-per-click, increase your ROI, and get higher sales.
If you focus on the larger picture, Google is cultivating a more privacy-centric approach, resulting in all these changes to its ad space. Following this new development in the ad world, which is changing due to emerging privacy concerns, Google’s contribution has been to create durable, resilient solutions for advertisers to help them reach an engaged and relevant audience, even as fewer third-party cookies are available. While maintaining people’s expectations for privacy, Google has promised the transition of Similar Audience segments to be “more powerful, tested, and privacy-centric automated solutions.”
Similar Audiences segments will be available till April 2023. If you have active campaigns with similar segments, those will remain with your campaigns until August 1, 2023. After that, these segments will be removed from all ad groups and campaigns. You’ll continue to have access to historical reporting for similar segments from past campaigns. In place of similar segments, different campaign types will offer different solutions to help you leverage your first-party data, reach the right audience, and improve campaign performance so that you can optimize directly for your business goals.
An important aspect of data privacy is ensuring that personal information is collected, stored, and used securely and responsibly. This includes implementing strict security protocols, such as encryption and multi-factor authentication, to protect sensitive information from unauthorized access or breaches. Additionally, it is essential to have clear, transparent and easily accessible policies in place for consumers to understand how their data is being used and give them the option to opt out. Data Governance strategy and process are also in place to ensure that all data usage is compliant with legal requirements and regulatory standards.
Contextual targeting is a way for advertisers or brands to deliver ads to users that are more relevant and interesting to them, without compromising their privacy. Imagine you’re scrolling through your Facebook feed and you come across an article about the latest hiking gear. Using contextual targeting, an advertiser could show you an ad for an outdoor gear store or a camping equipment brand. This way you’re more likely to be interested in the ad you’re seeing, and the ad is more effective for both the advertiser and you.
Moreover, it’s worth mentioning that contextual targeting enables advertisers to reach out to users without collecting personal data, which is becoming a more important issue for many people. As more and more people are becoming privacy-conscious, contextual targeting can help to build trust with users by not collecting unnecessary personal information.
The shift towards data privacy has led to increased concerns about data collection among consumers. As a result, marketers must take steps to address these concerns while still providing personalized and effective advertisements. Contextual targeting, which focuses on the content of the webpage or app the user is currently viewing, can help to overcome these challenges as it does not rely on personal information. Additionally, marketers can also focus on collecting first-party data, clearly communicating their data collection practices, and offering value in exchange for data, to build trust with customers and adhere to privacy regulations. As the laws for data protection evolve, marketers need to stay updated and come up with new strategies to maintain consumer trust and stay compliant.
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