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Driving growth in a changing privacy landscape: The digital marketing playbook

Cameron Grace

Cameron Grace

May 2023

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Making your business resilient in the face of change requires prioritizing investments in data and insights. Making these investments will ensure that your ads stay relevant and your measurement accurate, even as people’s expectations for data privacy continue to rise.

To that end, we’ve updated our digital marketing playbook with critical new information about Google Ads privacy and measurement solutions. These updates will help you prepare for a changing privacy landscape while preserving your ability to drive strong business performance.

To make these updates actionable, we’ve also included case studies that show how companies have used these solutions to improve growth.

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Privacy readiness is paramount, and our updated privacy and performance playbook will get you started on the path to peak performance. In this digital marketing playbook, you’ll learn how to:

1. A person with dark skin, a black beard, a bald head, wearing a black shirt and white pants, kneels in front of an oversize online video player and adds a third star to the video’s rating.

1. Build more meaningful customer relationships

People want meaningful relationships with the brands they care about. At the same time, many are concerned about being tracked across the internet by third parties. Use first-party data to gain an accurate view of how users research, discover and convert without compromising their privacy. Kia was able to increase its conversion rate 4X by focusing on first-party data.
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2. A person with long black hair and dark skin, wearing a white shirt and gray pants, lounges on the floor next to a black cat, while a circle graph measures online interactions, like shopping and messaging.

2. Measure customer interactions accurately

One benefit of embracing first-party data is greater measurement precision, which in turn improves effectiveness. This chapter discusses how a site tagging strategy, Consent Mode, and other advanced tools can support more powerful measurement. For example, Air France used Consent Mode to achieve a 9% average uplift in conversions across its European markets.
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3. A two people, one with light skin and short dark hair and one with dark skin and long dark hair in a hi-puff, interact with an oversize light bulb. Insights from online shopping show growth on a chart

3. Activate insights to drive growth

People now expect useful, relevant experiences that respect their privacy. In this chapter, we discuss tools and strategies that can personalize your marketing messages while respecting your customers’ data privacy and control. Fashion and sports retailer MandM Direct achieved a 120% improvement in return on ad spend by reengaging high-value shoppers.
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Cameron Grace

Cameron Grace

Marketing Lead, Ads Privacy at Google

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