Preparing Your Business for Google’s Privacy Update

In 2022, the digital marketing world will experience tremendous shifts. Google plans on changing its Privacy Policy in regards to third-party cookies, AKA the little snippets of code that help advertisers push relevant ads in front of millions of online users. 

These cookies collect hyper-focused data about users, and the plan is to instead introduce a new way of tracking user behavior by instead bunching them together into groups with similar interests in favor of more user privacy. 
Now, business owners have to reinvent their digital marketing strategies, so here’s what you need to keep in mind. 

No Easy Fix

We’ll come right out and say it- there is no blueprint for how business owners should proceed going forward. Since every company is different, coming up with remarketing updates is not a one-size-fits-all process. 

Coming up with a strategy may not be easy, but putting in the work will help you succeed when it comes to Google Ads. 

Focus on First-party Data

Businesses collect first-party data from consenting customers. This will likely become the backbone of your remarketing strategy. 
You can split this customer data into two:

  • Converters – try upselling past purchases.
  • Non-converters – show them testimonials and ads for promotions and discounts in order to influence them towards a purchase.

Act Now

Though the changes are going to fully apply in 2022, Google is still rolling out updates in order to test them. 

What this means is that your digital marketing campaigns have to change starting today. Your business might stand to lose a lot more if you try to make the best out of the time you have left before the Privacy Policy kicks in. 

But then think about how much you’ll scramble at the last possible minute if you don’t have a strategy in place. 

If you have questions about how the changes will affect you and what you should do, contact us! We can help you with new digital marketing campaigns that will fit your business needs.