And let the tech giants such as Google, Facebook and Microsoft have a lot of first party data. With the new target groups such as Google’s custom audiences , you as a marketer can segment much better for relevant users. At Traffic Builders, for example, we created custom audiences that matched our customer’s personas. My tip for 2021 is therefore to get started with this yourself if you are not using this function yet. Employee busy with SEA. Promising SEA trends for 2021 Now that we have the developments of 2020 in focus again, I am sharing the 6 upcoming trends that I expect. The impact of COVID should of course not be missing, but I also refer to the latest information from Google and Microsoft. Of course, there are also some assumptions based on the trends that we have already observed in 2020 at Traffic Builders. 1. COVID 19: the impact in 2021 2. Cookies less search 3. Responsive Search Ads as Default 4. Revenue-based bidding 5. Search without keywords 6. First party dates 1. COVID 19: the impact in 2021 A vaccine is now within reach, but we will still feel the impact of the corona crisis in 2021.
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As marketers, we saw how the digital transformation at many companies suddenly gained momentum. However, such processes take time. As a SEA specialist, it is now more important than ever to make the value of online clear to the various stakeholders. The last thing you want is that when the stores open again, all budgets immediately Uruguay WhatsApp Number List shift back to offline. Because right now there are opportunities for further synergy between offline and online! What can you do yourself? Make it clear within the organization what the impact has been of the online effort and compare this to the offline results per week or per month. Also guide your colleagues or customers when they want to jump into online from the offline team. Whether you’re a CMO or SEA marketer, this is an important time to add that valuable knowledge of offline to the online customer journey . 2. Cookies less search There is no escaping it anymore. Safari, Firefox and soon Chrome will only store cookies for a very short period of time.
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This means that it will become more difficult for your carefully set smart bidding strategy to achieve the desired results. Target groups are empty and remarketing becomes a challenge. How we as marketers deal with this is largely determined by the tools that are provided to us. Google has already announced ‘Consent Mode’. This is a tool that makes it possible to get a better picture of the people who convert without cookie tracking. Conversion modeling is used for this . This is a technique in which the missing data is filled in on the basis of machine learning . You will be hearing more and more about Conversion Modeling in 2021. It simply means that we will never again go to a situation where we can always measure all users and conversions. That is why we calculate a conversion rate for the people who are not trackable to us. Striving for a complete picture is no longer efficient.