Google Consent Mode on PPC Marketing

On March 6th, 2024, Google unveiled its Google Consent Mode to advertisers engaging with users in the EU, EEA, and the UK. Later, on July 31st, 2024, this feature was extended to ads targeting users in Switzerland.

Now, two quarters after its implementation, many PPC marketers and companies still find themselves unprepared for this transition.

This article delves into the critical role of Privacy-First PPC strategies, the influence of Google Consent Mode on paid campaigns, the skill sets and tools PPC marketers need, and what lies ahead for Google Ads.

Why You Need a Privacy-First PPC Strategy

With the introduction of Google Consent Mode and the Digital Markets Act, privacy and consent management have evolved from mere legal necessities to essential marketing considerations. Prior to the rollout of Consent Mode, businesses interacting with EU-based consumers online had to use cookie consent banners to meet GDPR standards. Now, Google Consent Mode requires businesses to integrate certified consent management banners on their websites in order to effectively run Google Ads targeting users in the EU, EEA, UK, and Switzerland.

Failing to implement this properly can result in the loss of valuable data and hinder campaign success.

The Impact of Google Consent Mode on PPC

Google Consent Mode adjusts how Google tags respond based on a user’s consent choices, helping advertisers maintain compliance with privacy laws while continuing to collect key data for their campaigns.

Its implementation affects various aspects of PPC, including:

- Remarketing efforts
- New Customer Acquisition (NCA) goals
- Audience segmentation
- Dynamic remarketing
- Conversion tracking
- Look-alike audiences

Adhering to Google Consent Mode is now essential for personalized ad campaigns.

A common challenge for PPC marketers is that the mode applies based on the location of the audience, not the business. So, even if a company is based outside the EU, its campaigns targeting EU traffic are still subject to these rules.

Challenges Marketers Face with Google Consent Mode

Many PPC marketers are still grappling with the intricacies of implementing Google Consent Mode, from tag setup to choosing the right tools.

Selecting the Appropriate Consent Management Platform (CMP)

One major issue is identifying the correct CMP to use. Many marketers mistakenly implement a cookie notification banner instead of a consent management platform, which doesn’t adequately signal consent to Google’s services.

Thankfully, Google has partnered with certified CMP providers like Usercentrics and CookiebotTM, making it easier for PPC marketers to integrate with Consent Mode.

Ensuring Proper Implementation

It’s often unclear how to verify if Google Consent Mode has been correctly implemented.

Common mistakes include loading other tags before the CMP tag is activated or misconfiguring meta tags. Google offers tools such as the Diagnostics tab in the Conversion Action dashboard to help verify consent mode setups. CMPs like CookiebotTM also offer built-in features for this purpose.

Navigating International Targeting Complexities

Marketers can no longer simply target European audiences without proper consent management in place. This is particularly challenging for US-based marketers targeting EU consumers alongside US audiences.

With Switzerland now included under Consent Mode, many marketers had to adjust their campaigns to comply with these new requirements.

Certified CMPs streamline this process by automatically updating their settings in line with evolving privacy laws.

Essential Skills and Tools for PPC Marketers

In addition to adopting certified CMPs, PPC marketers should sharpen their skills in the following areas to stay competitive:

- Technical proficiency: Familiarity with tools like Google Tag Manager, understanding cookie behavior, and server-side tagging.
- GDPR expertise: A solid grasp of privacy regulations to ensure compliance and avoid penalties.
- First-party data management: Learning to harness customer match, server-side tagging, and enhanced conversions.
- Advanced analytics: Enhancing the ability to interpret data, analyze conversion paths, and work with incomplete conversion metrics.
- New performance metrics: Understanding alternatives like Marketing Efficiency Ratio (MER) to evaluate campaign success in a privacy-driven landscape.

What is First-Party Data?

First-party data refers to information gathered directly from a company’s audience through owned channels, such as website interactions, email subscriptions, and customer service engagements. This data is collected with user consent and provides valuable insights into customer behavior and preferences.

The "Emergency Break" Strategy: A Practical Use of First-Party Data

An effective example of leveraging first-party data is the “Emergency Break” strategy coined by PPC expert Thomas Eccel. This approach involves targeting loyal customers when they search for competitors, offering them enticing deals to win them back.

Here’s how it works:

1. Define your customer base: Upload your Customer Match List (a form of first-party data).
2. Launch a Competitor Search campaign: Use your Customer Match List for audience targeting, so your ads only show when existing customers search for competitors.
3. Design your ad: Entice customers with a catchy headline, exclusive offer, or dedicated landing page.
This strategy demonstrates how marketers can creatively use first-party data within privacy regulations.

The Future of Google Ads

As privacy becomes a central focus, the future of Google Ads will likely see:

- Increased regulation: Privacy laws similar to those in Europe will likely be adopted worldwide.
- A shift toward first-party data: PPC marketers will need to focus on collecting and utilizing their own data for insights.
- Continued development of the Privacy Sandbox: Google’s privacy-preserving tools will offer new possibilities for advertisers.

Although data collection may decrease, privacy-first marketing presents new opportunities. By adapting to these changes, marketers can turn constraints into a competitive advantage.

As Adriaan Dekker, a Google Ads expert, puts it: "Mastering Google Consent Mode is your key to staying ahead."