If you've been in the PPC game for a while, you know that cookies have been a staple in targeting strategies. But with the rise of privacy concerns and regulations, the future of cookies is looking crumbly.
So what's next for targeting in a cookieless environment? Let's take a bite out of this topic.
First off, let's clarify what cookies are.
No, not the delicious, chocolatey treats (although those are definitely worth discussing). We're talking about the small text files that websites store on your browser to track your activity and preferences.
So, if cookies go away, what happens to targeting? Well, the good news is that there are other ways to reach your audience without relying on cookies.
Here are some strategies to consider:
Contextual Targeting
Instead of targeting based on user data, contextual targeting uses the content on a web page to determine what ads to display. For example, if someone is reading a blog post about baking, ads for cooking utensils or ingredients would be a relevant fit.
First-Party Data
If you have a website or app, you can collect data from your own users to create custom audiences for targeting. This can include data such as user behavior, preferences, and demographics.
Lookalike Audiences
Lookalike audiences use data from your existing audience to find new users who have similar characteristics. This can be a great way to expand your reach and find new customers.
Contextual Intent Targeting
This strategy goes beyond just the content on a web page and looks at the user's intent. For example, if someone is searching for a recipe for chocolate chip cookies, ads for baking supplies or cookbooks would be a relevant fit.
Now, let's talk about the elephant in the room (or should we say the cookie monster?):
retargeting. Retargeting is when ads are shown to users who have previously visited your website or interacted with your brand. Without cookies, this becomes a bit trickier. However, there are still some options:
Use first-party data
Create retargeting audiences based on user behavior on your own website or app.
Consider using email marketing or push notifications
Reaching users who have shown interest in your brand.
Utilize contextual targeting or contextual intent targeting
Reaching users who have shown interest in topics related to your brand.
At the end of the day, targeting in a cookieless environment doesn't have to be a headache.
By getting creative and exploring alternative strategies, you can still reach your audience and drive results. So, let's bake up some fresh ideas and take a bite out of this cookieless future.
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