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Google Ads’ Privacy Presentation (Americas) – Recap Part 3

Here is the third and final installment of my recapping of Google Ads’ privacy presentations from January 2022. View the first part here and the second part here.

It is titled – Durable marketing performance with 1st Party Data

You can watch the video here.

Google Ads Privacy Agenda

3 big areas to “future proof” marketing:

3 ways to future proof marketing

Your first party data needs to be “consented”. This is a very important point, hoping it will be elaborated upon in this presentation, otherwise this is just shifting risk and liability for data from Google Ads to advertisers…

Google Ads First Party Data

First party data is needed for Google Ads modeling. Machine learning is better with first party data as well.

First party data case study

first party data and machine learning and automation

How should you use first party data?

This is very focused on businesses that sell products, again.

What can you do with first party data?

what can you do with first party data?

How can you activate your first party data within Google products?

activating first party data with Google

Google views customer match (uploading your customer data to Google) as the foundation for audiences in a cookieless world:

Customer Match

Again, they emphasize uploading “consented data”. This is going to be a big deal, it has been mentioned multiple times when talking about first party data. It will be on advertisers to get the consent for the data. Customer match only matches to logged in Google users. That data is retained non-matches are discarded. The matches create anonymized lists.

Why use customer match?

Customer match can be used for lookalike audiences (expansion). Customer match data is a strong machine learning signal.

Customer match caveats

They are recommending refreshing your lists as often as you can – daily is their ideal timing…  And that your lists should have at least 5,000 customers. Smaller lists (1,000 – 2,000) are often not large enough for Google to see a difference in performance with the customer match list + machine learning.

How should you bid when using customer match (first party data)?

Bidding with customer match

Value rules

Customer match value rules

This is designed to allow advertisers to give human insight to the machines.

How do you get started on all of this?

How to get started with first party data?

How do you define a first party data project?

Defining your first party data project

You might need data analysts and/or data scientists to help you if you want to get to the most sophisticated levels with this.

Encouraging advertisers to rely on “integration partners” for this and your “Google team”.

Wrapping it all up…

first party data conclusion

 

My closing thoughts…

There definitely seem to be different levels of first party data use based on an advertiser’s level of internal data sophistication. A lot of the use cases are product selling focused.

Consented data was repeated often throughout the presentation and needs to be part of any organization’s plan as far as how you plan on getting that consent and keeping up with it. There was not really much here on how an organization goes about getting “consented data” it just assumed that you would have it.

First party data is clearly the way of the future, so it would be wise to pay attention to how all of this develops.

 

 

 

Filed Under: Google Ads, Privacy

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