Once you’ve established a secure measurement foundation for privacy, you can begin to activate your own data to deliver relevant ad experiences, in a secure way that preserves it.
For example, you can use first-party data to engage with your best customers. When people share their contact information with your business, you can use targeting, by the list containing their names, to reach them as they scroll through Google properties including Search, Shopping, Gmail, and YouTube. . When implemented correctly, these data connections can create significant value for both your brand and your customers. Remember, 66% of consumers find it important to have a personalized experience with a brand.
Currently there are tools that can help increase audience participation. Smart Bidding strategies automatically leverage your signals and use machine learning to optimize conversions for every auction.
Because for some businesses, many conversions are worth more than others, a conversion-worthy bidding strategy will help you optimize for total value, rather than volume. Using Smart Bidding generates reliable ROI and unlocks the next wave of growth. Consider implementing your own data, in service of even more advanced strategies, such as profit bidding. Google AI will work with the data you establish to get you closer to meeting your business goals.
On average, advertisers who switch their bid strategy from a CPA target to a ROAS target see 14% more conversion value, with a similar return on ad spend.
One of the most exciting benefits of AI is its potential to reach qualified audiences, even when some signals are limited. For example, Google can combine a wide range of signals with the help of AI to reach interested users and optimize the ads they see.
These tokens include user attributes, such as:
• Who they are (their demographics)
• Interest-based information indicated by the websites and applications they use
• Contextual information available at the time of the auction, such as the content of the web page they are browsing
So today, the value of data, added to the strategic generation, without a doubt, brings utility to brands, doctors and patients.
Source: Grace, C. (2023). Activate insights to drive growth. Think with Google. https://www.thinkwithgoogle.com/future-of-marketing