Christi Olson - Advanced Search Summit Napa 2021
•
0 likes•79 views
This document discusses trends in digital marketing and search engine optimization that companies need to be aware of, specifically around privacy and third-party cookies. It outlines new regulations reducing data collection and use, and how this will impact targeting, measurement, and optimization. The document provides recommendations for marketers to focus more on first-party data and audiences, use automation and AI, and take an "opt-in" approach focusing on customer values and inclusion.
Report
Share
Christi Olson - Advanced Search Summit Napa 2021
- 1. Tossing your Cookies Trends you need to be aware of as your plan for the future Christi Olson Head of Paid Search, Global Media @ChristiJOlson
- 2. • State of Search • Tossing your Cookies • Opting In • AI, robot What in the world…
- 3. What’s inside Tossing your cookies is a sneak peak into some of the trends that have been announced by Google, Bing, and Microsoft Advertising that impact “how” we execute search campaigns. What we do hasn’t changed. How we do it, is in flux. Are you keeping up with the changes?
- 4. Microsoft Global Media 126 Countries 25+ Languages 50+ Supported Campaigns LOTS of Ad Spend https://th.bing.com/th/id/R705672812d8b6d592de c6d8913605f41?rik=&pid=ImgRaw Microsoft Advertising
- 5. What are we trying to do?
- 6. What are we trying to do?
- 7. Shift mindsets to: be PEOPLE/CUSTOMER first. determine needs and wants. shift needs from wants. influence culture. influence my team to think outside the box. enable my team to break our current framework. adopt and adapt to technology shifts….
- 10. Privacy!?!?!? What happens next? Tossing Cookies
- 12. Third-party cookies can be from many different companies Expectation Reality … … …
- 13. Privacy regulations across the globe PIPEDA Rules CANADA GDPR EU CCPA + others on their way USA Data Protection Bill Argentina General Data Privacy Law Brazil Personal Data Protection Bill India Cybersecurity Law China OAIC Privacy Act Australia GPDR like regulation, expected in 2020 Japan
- 14. How did the cookie crumble? GDPR (2016) E-Privacy Directive (Oct 2020) 85% of users did not opt in or give consent, reducing targeting pools and measurement/reporting. CCPA (Jan 2020) Reduces the data that can be used for optimizations and targeting on ~10% of the US population IOS 14 App Tracing Transparency (Apr 2021) Reduces the targeting pools even further and reduces ad interactions across apps and devices Google Chrome Announcement (Mar 2021) Chrome has 70% browser share, this substantially reduces data available for targeting and for reporting/measurement More impact to Facebook than paid search. IDFA is no longer accessible to apps. Only one conversion event can be attributed to a click. 1st party identifiers for Google, Microsoft/LinkedIn, Facebook, Twitter etc still in use
- 15. Expected changes in paid search *and advertising* A greater emphasis on first- party data Importance of logged- in activity A new reliance on context and behavior Publishers and brands working more closely New ways to track the decision journey
- 16. What’s the impact? These changes will disrupt how most brands currently do addressability (the profiling and targeting of audiences) and accountability (all the measurement of digital marketing).
- 17. Privacy impacts addressability and accountability • Decrease in targeting, remarketing pools. • Opt outs. • Greater dependency on walled gardens – which will lead to data silos Audience Targeting Addressability Accountability Reporting • Reporting will be impacted by the signal loss. • Site actions can’t be passed to third parties • Attribution Optimization • Decrease in data and conversion signals • Opt-outs will slow down testing and optimization • Less accurate attribution and modeling
- 18. Audiences and Addressability – What’s impacted in PPC? Targeting using first-party ID-based audience solutions. • Customer Match Targeting that relies exclusively on first-party data. • In-market Audiences • LinkedIn Profile Targeting (Microsoft ONLY) • Demographic, device, location, language targeting Targeting that relies on shared data between advertising platforms like Microsoft/Google and will continue to work, as long as websites are tagged with the latest tags from the platform (i.e. UET JS tag.) • Remarketing Lists for Search Ads • Dynamic Remarketing • Similar Audiences • Custom Combination Lists with audiences above Audiences not impacted as 3P cookies phase out Audiences impacted 3P cookies phase out
- 19. Addressability – What can you do about it? ❑ Use and invest in your first-party audiences. First-party data is QUEEN moving into the cookie-less world. ❑ Use Customer Match ❑ If using Dynamics 365 Customer Insights, integrate with Microsoft Ads via Customer Match ❑ Use audiences that rely exclusively on Microsoft Advertising / Google’s first-party data. ❑ In-market Audience ❑ LinkedIn Profile Targeting (Microsoft Advertising) ❑ Demographic, Device, location, language targeting ❑ Run ads on the Microsoft Audience Network Reach your target audiences at scale through our premium, brand safe sites, including MSN, Outlook.com, powered by artificial intelligence (AI) and Microsoft’s unique audience signals.
- 20. Automation and AI – The future is automated Bidding Audiences Keywords Ad Copy Images
- 23. Opting in means thinking customer first…. It’s purpose driven marketing Responsibility Trust Inclusion Values Personalization
- 24. Preventing data-bias checklist ⃣ Compare the value of nonbrand search vs. brand search by any dimension of diversity, like ethnicity, gender, sexual orientation, geographic, economic to name a few. Make sure you influence early the populations that favors nonbrand segment strategies to capture their early consumer research. ⃣ Use broad match modifier to uncover new nonbrand queries for keyword expansion. ⃣ Invest in audience-based cross-channel strategies. Microsoft Audience Ads have been shown to drive lift in search clicks. ⃣ Use demographic bid modifiers to capture gender, geo, age specific audiences with aligned ad copy to the diverse audience trend behaviour uncovered by the nonbrand search analysis. ⃣ Consider non-traditional dimensions of demographics like a non-binary consumer, or someone who identifies as female but shops for men’s products, and vice versa. Responsibility Trust Inclusion Values Personalization
- 25. Values-Based marketing checklist ⃣ Use a keyword strategy to include words that align brand and consumer shared values to help connect and reach new audiences. ⃣ Use ad copy to reflect your brand’s shared values with people that authentically markets your product, service or experience. ⃣ Use audience targeting to reach people to communicate shared values, value-based product features, and purpose driven business initiatives. ⃣ Use ad features, like extensions, site links or responsive ads to not only help customers navigate to your product page or scale bulky operations, respectively , but to also learn more about your company mission and values-based initiatives. ⃣ Review your customer events and experiences to ensure consumer values are aligned like for example, sustainable and accessible event considerations. ⃣ Reflect brand & consumer values on your landing page. Responsibility Trust Inclusion Values Personalization
- 26. Opting in for “someone like me” ⃣ Consumer Values: - Review values held across generations, across industries, and across diverse audiences and cross reference the Shared values-based marketing checklist. ⃣ Brand Values: Your brand purpose and values create trust and authentic connections with people. There are not only great ideas in the Brand Values section but also in the pillar of responsibility like privacy and accessibility. ⃣ Inclusive Word Cues: Use our fifty language-based cues that signal inclusion. These could be used in a genuine and authentic way in your ad copy, advertising, or content that can help convey inclusion. ⃣ Inclusive Keyword Strategy: Use this strategy to identify keywords that are relevant to your business. Responsibility Trust Inclusion Values Personalization
- 27. What languages are represented by the countries in this picture? What does inclusion look like in search?
- 28. What languages are represented by the countries in this picture? English
- 29. It’s the little things… That can add up to the big things… Which can drive the incremental 2-5% growth in a mature business
- 31. AI, robot Automation and AI
- 32. Automation in Search Keyword to Query Mapping Audiences & MSAN Bidding Strategies
- 33. AI can help us with Incrementality It’s the epic battle of Paid vs Organic …. Brand vs Non-Brand
- 35. Bing Webmaster Tools Content Management Solutions to notify search engines about the added, updated, deleted online content allowing to get latest content indexed and reduce crawl load … AND TO HELP WITH A GREENER PLANET Bing Webmaster Tools URL and Content Submission API
- 36. Thank you Connect with me: chriol@microsoft.com