Last week, Google published its updated version of the Digital Marketing Playbook
to include new information on how to protect user privacy while still accurately measuring performance when using Google Ads.
Google states that “these updates will help [users] prepare for a changing privacy landscape while preserving your ability to drive strong business performance.”
The new addition consists of three core sections around building intimacy with your customers, measuring interactions accurately, and using insights to drive growth.
Google recommends focusing on first-party data, which is the information gathered from direct interactions with customers. However, transparency and respect for each individual’s privacy choices should be at the forefront.
Google suggests companies create relevant experiences and ensure a fair exchange of value for data. “People now expect useful, relevant experiences that respect their privacy,” and are more likely to authorize sharing their data if the value they receive is clear and meaningful.
Measuring and improving the return on investment of digital marketing activities will remain a key driver of growth. Companies must be prepared to develop an accurate view of their marketing performance cross channels to ensure they drive their business effectively.
Google provides a number of concrete recommendations to assist companies in setting up their analytics tools – for example, developing a strong tagging infrastructure and using machine learning and multiple data sources.
The final pillar of Google’s guidelines is related to using data to generate insights that can help drive growth. It encourages using first party data to improve current customer interactions, but also to use AI to discover new potential customer bases. And of course, in today’s rapidly changing environment, Google recommends companies to be prepared for the changing landscape related to privacy.
Google has filled its 31-page Digital Marketing Playbook addition with real world examples to support and clearly illustrate the recommendations provided. It also lays out concrete ways Google’s tools can support business success for companies.