How Do Changes in the Policy of Google Affect your Ads Campaigns?

Google's advertising principles are designed in a way where it strives to leave behind a positive experience with the viewers, help advertisers bring in cash, and guarantees that promotions consent to local guidelines. All advertisements are exposed to an audit system to ensure that they are protected and suitable for viewing. At the point when advertisers make another promotion or make changes to a current one, it will be submitted for review to guarantee that it abides by necessary guidelines.

The policy change we’ll talk about today might seem startling at first but didn’t we feel the same way about Facebook Ads? Hence don’t worry, I have you covered. Let’s talk about what the policy change is and how it impacts your ad campaigns.

What is Google’s new ad policy?

It started with Apple in April with the iOS 14.6 update, requiring applications to have user consent to follow their conduct on different sites. With the new policy, Google's tracking practices for Android users who quit interest-based advertisements (AKA ad personalization) will be fixed. Previously, developers had clear access to the advertising ID on Android, which was utilized to profile user interests, regardless of them quitting custom-fitted adverts. Luckily, by the second half of this current year, all that will modify.

To be precise, Google is enabling users to opt-out of apps tracking them for custom advertising purposes. To follow up on your personal preferences on different sites and applications, advertisers now will have to request your consent, regardless of whether it's Facebook, Instagram, or your number one shopping application. Until you decide to quit, Google will keep on permitting applications to screen you on Android.

How is the new policy going to affect advertisers’ ad campaigns?

Cookies have helped Google track their users, improve their experience, and target adverts to the proper people. This announcement might have a significant impact on digital marketing, some of which are listed below:??

• Digital marketers and advertisers won't be able to deliver customised content or track campaign results as efficiently if cookies aren't used.
• Marketers would have to depend on first-party data, put in extra efforts to analyse it, and get to know their audience and users on a personal level.
• They'll have to devote additional effort and time to developing new customer data platforms and identifying connections between batches.
• Major developers will start requiring users to sign in before they can access the content.
• Rather than relying on external signals, advertisers will have to invest heavily in efficiently managing their first-party data and derive maximum value from it.
• Reduced insight into important data that illustrate how ad conversions (such as app installs and sales) will have an impact on how advertisers evaluate and bid on advertising revenue.
• After Apple's ATT regulations take effect, app publishers may witness a large drop in Google ad income specifically on iOS.
• As Google's policy takes effect, advertisers running display, video, and other ads pushing web-based conversion targets may witness performance changes.

Although many marketers had anticipated this, it will take some time for the digital marketing industry to adjust to these drastic changes and find the best methods to leverage first-party data. As advertisers may simply continue with in-market users or interest-based audiences, the current change is a move in the right direction. Google will continue to allow advertisers to use API for targeting third-party data. Hence, in the end, advertisers wouldn't be losing out on anything major.

However, none of this will change the company’s main principle. Google has always prioritised its consumers and their privacy. Their commitment to users is based on transparency, choice, control, and advertising which is no exception. The tech giant stated that is it still committed to maintaining a thriving and open app environment where users can enjoy a wide range of ad-supported information while knowing that their privacy and preferences are honoured.?

Overall, it's early days, and we anticipate hearing the same policy changes from a lot more platforms like Facebook, Amazon, TradeDesk, and Adobe in the coming months. For customized ads, Google keeps a bunch of rules. Google's Federated Learning of Cohorts is a potential solution for the new policy. It brings together people who share common interests. The objective is to crowdsource data through gadgets rather than collecting individual data. To stay ahead, start analysing how your digital ad campaigns should go ahead while staying in touch with your target group.

Doing A/B testing can help your campaigns in the longer run.?Read about it here.?