The Basic ads may work for brand advertisers but not so well for any companies that need granular targeting and lead generation.
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From the deprecation of broad match modified keywords to FLoC to RSAs becoming the default, PPC professionals dealt with a lot of change in 2021.
Facebook Ads announces new performance, reporting and measurement products in light of iOS privacy changes
These new improvements on the Facebook Ad side are an attempt to fill that reporting and measurement gap while still maintaining user privacy.
In the wake of losing data to FLoC, Google's new DDA solution seems to offer more attribution options even for smaller accounts
These solutions from Google Ads attempt to preserve user data while ensuring that search marketers have the best information to improve and adjust their campaigns.
Although it’s a long way from being a Google competitor, DuckDuckGo’s business model may serve as a playbook for new search engines.
Individualized targeting is replaced by group targeting using an algorithm to assign people to interest-based cohorts.
The impact will depend on what "significant" means, but advertisers are likely to lose visibility into at least some of the queries they pay for.
The bottom line on privacy is that user trust and business data involving customers must be shared with care as third-party tools gain importance with different search engines.