Remarketing is one of the most effective ways for business owners to reach users who have the greatest potential of becoming actual customers. Recently, Google implemented a browser change that has presented some new challenges that remarketing services must now work around.
In addition, Apple’s iOS 11 also includes changes that will affect remarketing. To keep campaigns effective in light of these changes, marketers need to understand them and how they affect remarketing management.
Ad Muting and Tracking Prevention
In an effort to provide users with greater control over the ads they see in their browsers and who can see their digital footprint, both Google and Apple have made some changes that have a direct impact on brand remarketing management:
- Google Ad Muting - Google has expanded a user's ability to turn off remarketing ads. While this functionality was always there, they've now made it much easier for users to mute irrelevant ads for 90 days at a time across multiple devices with just one click.
- Apple Intelligent Tracking Prevention - Apple’s iOS 11 now gives users the ability to disable tracking cookies after 24 hours. Based on this feature, remarketing services can only reach users within the first 24-hour window or if the user revisits a website on their own.
The Bad News for Remarketing Services
By enabling users to turn off ads and limit cookie tracking, both Google and Apple have significantly affected any company’s ability to follow and remarket to those most likely to convert after showing initial interest. For many, the impact has already been great.
As a result, remarketing campaigns need to be overhauled to include new ways to reach the same people. Fortunately, Google is taking all of this, including the changes by Apple, into consideration by enhancing its AdWords platform.
The Good News for Remarketing Services
This spring, a host of new AdWords features were released for the platform, a number of which will help remarketing services steer their way around the roadblocks presented by the new browser and OS changes. Using new techniques that allow marketers to fine-tune their ads to reduce muting and find alternative tracking methods, marketers can look to the following features to modify their remarketing management strategies:
- Life Events Targeting - Target users based on purchases associated with different life events.
- In-Market Audiences in Search - Google can now identify users in-market on the search network.
- Google Surveys 360 - Marketers can request essential feedback from customers and perform easy A/B testing.
- Google Attribution - Facilitates the tracking of where contacts originate.
Although recent changes by Google and Apple have increased the complexity of effective ad remarketing, it can still be a prime strategy for converting those almost-customers who just need a little more coaxing. Remarketing management just needs to become a little more careful and selective.
With these and other new techniques being developed to accommodate the browser and OS changes, remarketing services can now create better, more focused campaigns. By serving more relevant ads, capping ad frequency, and otherwise reducing the risk of users muting ads or turning on tracking prevention, marketing experts can still find success with this important strategy!