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With first-party data becoming more relevant and third-party cookies becoming a thing of the past, this leaves marketers questioning, how can I best prepare? With these changes, remarketing will likely be limited. We’ll instead focus more on targeting users with certain interests or browsing habits. This results in limited capabilities when it comes to reaching certain markets. The time is now to test new audience methods in Google Display Network.
Regarding new privacy laws, how do we best prepare for the unknown? Well, just like anything in life, you can’t cover your bases fully, but you can do your best to prepare. Read on to learn more!
Simply put, cookies remember things such as login details, products added to cart, etc. First-party cookies are created by the original domain, third-party cookies are created by other domains. A first-party cookie can only be accessed by the original site, where third-party cookies can be accessed by anybody, given you download the third party code.
As digital marketers, knowing what platforms and what strategies resonate with certain areas of the marketing funnel is our bread and butter. Typically, awareness is at the top of the funnel, followed by consideration and conversion.
One of my clients has been heavily testing Display on the Google Display Network. This has given me the opportunity to test a multitude of methods, discovering what works, what doesn’t, and what is worth testing. I will start off with the basics of best practices for GDN followed by audiences I recommend testing.
Below are a few basic things you can do to improve click-through rates in your display ads. Ensuring you follow best practices ensures optimal campaign performance.
Like any marketing structure, specifically in GDN (Google Display Network), it’s important to have a proper account structure. Your campaign should be based on a certain topic. For example, since I’m a coffee addict, let’s use Dunkin’ Donuts Hazelnut Coffee grounds as our campaign name. I picked a specific product (or focus) intentionally to get as granular as I can. I recommend creating the following ad groups based on the following custom audiences.
Well, there you have it friends. My best practices for GDN. May the odds be in your favor and happy targeting!
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