Sign in

Member Benefits

Get Demands

View Business Cards

Exclusive Service

Noble Identity

AS LOW AS 1.5U /DAY

Google Unveils Digital Marketing Playbook Amidst Privacy Changes

Share

广告营销

2023-06-01

Here's everything marketers need to know about Google's updated Digital Marketing Playbook, focused on user privacy updates.

41274bae1064caeb39475b92f2006d65.png


Google's playbook provides privacy and measurement solutions for digital marketing.


The playbook addresses consumer privacy expectations and impending regulations.


It emphasizes building relationships with first-party data and using tools for accurate measurement.


Google provided essential details about its privacy and measurement solutions in its digital marketing playbook.


The digital marketing playbook is timely amidst the ongoing and ever-changing consumer privacy expectations and impending regulations such as the Montana TikTok ban and the AMERICA Act.


In the 31-page guide, Google outlines need-to-know updates for advertisers that will affect how performance is measured and how to connect with consumers in a meaningful way.


The playbook introduces how different key players, such as marketers, agencies, and executives, play a critical role in the future of advertising while keeping privacy at the top of mind.


Building Relationships With First-Party Data


The first section of Google’s playbook is dedicated to crafting a first-party data strategy.


Google outlines the importance of providing a meaningful and appropriate value exchange to strengthen customer relationships.


Part of establishing trust in capturing first-party data is putting the consumer in control of their information. This is where Apple’s App Tracking Transparency (ATT) policy comes in for iOS apps. Advertisers should review the ATT policy and determine the best action for consent in their iOS apps.


Another critical component of a first-party data strategy is integrating data sources and platforms, such as a CRM platform, into Google’s advertising and measurement tools, like Google Ads and Google Analytics.


Tools & Platforms For Accurate Measurement


In the 2nd chapter of the digital marketing playbook, Google outlines vital areas of learning:


Creating a solid tagging foundation


More accurate conversion measurement with first-party data and machine learning.


Connecting and integrating multiple data sources to Ads Data Hub


Privacy-focused app measurement


The transition to Google Analytics 4 for measurement


What the future of measurement looks like.


Sitewide Tagging


Unsurprisingly, marketing campaigns have been increasingly more difficult to track success.


Google’s solution? Adopt a solid sitewide tagging infrastructure.


Google provides numerous options for sitewide tagging, including:


The Google Tag


Google Tag Manager


Google Tag Manager 360


For enhanced privacy and security, server-side tagging is available for both versions of Google Tag Manager.


Conversion Modeling


Another way Google has adapted to privacy changes is by introducing enhanced conversions for the web. This type of conversion tracking allows sitewide tags to collect first-party data (after a user consents), which is then sent to Google.


Google matches the hashed data to signed-in Google accounts to attribute appropriate conversions to Search and YouTube ads.


This is then where conversion modeling comes into play.


Per Google, conversion modeling will remain a key component of their measurement solutions.


Conversion modeling uses machine learning to capture and cross-reference the different signals for better performance.


Google stated in the playbook:


Wherever possible, we directly integrate conversion modeling into Google’s ads products,


so you’ll automatically find this modeled data in your conversions reporting column. This gives you insight into


conversions you otherwise would not have recorded, such as platform restrictions limiting the use of third-party


cookies or other identifiers.


Ads Data Hub for marketers uses BigQuery to aggregate first-party data and joins it with Google event-level ad campaign data. It also guarantees that personal user data is protected through privacy checks and is never available to advertisers.


Privacy-Focused App & GA4 Measurement


Following the rollout of Apple’s ATT policy, marketers should prioritize implementing on-device conversion measurement and Google Analytics for Firebase SDK for their apps.


On-device conversion measurement allows user interactions with app ads to match with app conversions, all without the user identification leaving a user’s device.


The Firebase SDK can be added to Android and iOS apps, allowing cross-platform measurement capabilities.


To meet privacy expectations, Google Analytics 4 has advanced machine learning to help bridge customer data gaps.


This includes conversion and behavioral modeling within the GA4 property. By default, the data-driven conversion model is automatically used. However, advertisers can change the default models.


Privacy Sandbox Updates


First introduced in 2019, the Privacy Sandbox continues to evolve.


Google’s tag solutions are built to integrate with the Privacy Sandbox Attribution Reporting API.


This means that the Reporting API will only report information in a way that doesn’t share consumer identity characteristics. Advertisers can expect more aggregate data around conversion tracking.


Using Platform Insights To Help Drive Growth


The last chapter in Google’s digital marketing playbook focuses on taking action utilizing the first two chapters.


It outlines:


How to engage first-party audiences at scale


Using AI to discover new audiences


Staying up-to-date on privacy changes


With first-party data, marketers can adopt Customer Match to reach users across Google properties like Search, Gmail, YouTube, and Shopping. First-party data works well with Google’s Smart Bidding models to optimize for ROI.


To expand reach outside of first-party data audiences, marketers can use Google audiences that aggregate a variety of signals using AI to reach target audiences. These signals include:


Demographic information


Interests based on web and app activity


Context during real-time auction bidding


The Topics API in the Privacy Sandbox now supports interest-based ads, meaning a user’s browser can shed light on user interests without tracking specific site activity.


Summary


Google’s digital marketing playbook summarizes many announcements made in the last 6-12 months.


Whether marketers have already introduced a privacy strategy or are just getting started, the guide is a great starting point.


Get the complete playbook from Google here.
















o游戏需求资源高效对接 o精准触达游戏供应商 o免费发布业务需求

欢迎加入 Huidu.io出海遊戲項目交流社區:@HUIDU_SQ

商务合作: @HDDanny @HDYoyi  @HDseven777 

会员充值: @HDmax933

媒体合作: @HDmax933  @Huidu852

Disclaimer:
浏览使用本站时请注意核实信息的准确性或完整性,由于网站信息的非可用性造成的损害,灰度(www.huidu.io)绝不会对任何性质的损失承担责任。任何机构或者个人不得以任何方式修改或非法使用本站内容。此外,您同意不假冒任何个人或实体、不虚假声明或谎称与任何个人或实体之间的关系。灰度(www.huidu.io)可自主决定终止
Details

Please Play Responsibly:

Casino Games Disclosure: Select casinos are licensed by the Malta Gaming Authority. 18+