Driving growth in a changing privacy landscape: The digital marketing playbook
May 9, 2023
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.
Explore the guide
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. 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.
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.
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.
Cameron Grace
Marketing Lead, Ads Privacy at Google