Additionally, there will now be a ‘checkout on merchant’ feature that takes users directly to your checkout page when they click on your product ads. This feature will ensure users do not get lost in the checkout funnel as it becomes more complex across different platforms.
The Importance of First-Party Data
As many marketers know, audience targeting has become increasingly tricky as users grow more concerned about how their personal data is collected. According to Google, by 2023, 65% of users across the globe will be covered by modern privacy laws. To overcome the challenge of complying with users’ privacy while simultaneously meeting their needs with relevant advertising, Google has shifted towards a privacy-safe measurement strategy.
This strategy heavily relies on first-party data, which is why brands need to collect data directly from their website visitors, CRMs, followers on social media, email lists and phone conversations. Google will now be able to take that information, hash it to protect user privacy, and then use their systems to give an accurate view of how users engage with ads, as well as insights on how you can improve targeting.
As Google reassures its users that their privacy is top of mind, they simultaneously remind us that they are working to keep their automation strong, precise, and accurate. With new predictive modeling and audience building based on first-party data, Google will be rolling out a new insights page, including:
- Attribution insights show how your ads work together across Google surfaces — like Search, Display, and YouTube — to drive conversions.
- Budget insights find new opportunities for budget optimization and show how your advertising spend is pacing against your budget goals.
- Audience insights for first-party data show how your customer segments, like those created with Customer Match, are driving campaign performance.
Looking for an ads team that understands your needs and how to align your goals with industry best practices? Contact the ads experts at LSM.