AI-powered technology is reshaping the marketing landscape with durable measurement and audience solutions. Together, these tools boost your confidence in decision-making and unlock AI’s full potential for long-term success.
The marketing landscape is changing rapidly. New platforms, stricter rules, and evolving customer expectations demand innovation. AI is the key to navigating this new reality.
To keep up with the changing times, Google is leading the way with advanced ad platforms and privacy-focused solutions like the Privacy Sandbox APIs. To measure success and reach the right audience, brands must adapt their strategies and implement solutions like the Google tag.
This AI Essentials guide goes deeper into familiar best practices and additional steps to safeguard your performance.
Google Ads
How To Build A Durable Ads Infrastructure
- Solidify your data foundation: Implement sitewide tagging using Google Tag or Google Tag Manager to capture crucial data. For advertisers in the EEA and UK, establish a robust consent management framework with Consent Mode.
- Trace the entire customer journey: Enable cross-domain linking to measure user interactions across multiple websites.
- Enhance conversion accuracy: Set up enhanced conversions to optimise your measurement strategy.
How To Measure And Attribute Conversions
- Use Google Analytics 4: Uncover deeper insights across your websites and apps with Google Analytics 4.
- Website Security: Ensure optimal website security by converting all HTTP pages to HTTPS.
How To Engage With Relevant Customers
- Connect with your customers: Implement Customer Match to effectively reach and re-engage your valuable customer base across Google’s platforms.
- Expand your reach: Utilise optimised targeting to discover new customers with a higher propensity to convert.
- Drive growth and loyalty: Explore Performance Max’s new customer acquisition and retention goals to attract and retain customers efficiently.
Display & Video 360, Campaign Manager 360 and Search Ads 360
How To Build A Durable Ads Infrastructure
- Centralise your measurement: Adopt the Google tag as the foundation for your Floodlight activities across Search Ads 360, Display & Video 360, and Campaign Manager 360 to capture essential data. For advertisers in the EEA and UK, prioritise data privacy by implementing Consent Mode.
- Optimise Floodlight tag management: Enhance measurement accuracy by labelling Floodlight tags with conversion goals and streamlining your setup by disabling or archiving unused activities.
- Boost conversion accuracy: Implement enhanced conversions in Search Ads 360 to refine your conversion measurement across search engines.
- Strengthen offline conversion data: Use MatchID in Search Ads 360 to improve the reliability and longevity of your offline conversion uploads.
How To Measure And Attribute Conversions
- Enhance YouTube and conversion tracking: Activate YouTube auto-tagging in Display & Video 360 and enable enhanced attribution in Campaign Manager 360 to improve click-through conversion measurement.
- Verify conversion domain setup: Ensure accurate conversion event tracking by confirming correct conversion domain settings for each placement in Campaign Manager 360.
- Optimise conversion attribution: Implement new tracking ads in Campaign Manager 360 to refine conversion attribution accuracy.
- Deepen website and app insights: Utilise Google Analytics 4 to gain comprehensive understanding of user behaviour across platforms.
- Strengthen website security: Enhance website security by converting all HTTP pages to HTTPS.
How To Engage With Relevant Customers
- Reconnect with your customers: Implement Customer Match to effectively reach and re-engage your valuable customer base across Google’s platforms, driving increased loyalty and conversions.
- Expand your customer reach: Utilise optimised targeting to discover and engage with new customers who are more likely to convert, fueling business growth.
- Engage high-intent audiences: Experiment with Publisher Advertiser Identity Reconciliation (PAIR) to re-engage with your most valuable customers across premium publisher content, delivering highly targeted and impactful campaigns.
- Preserve audience re-engagement: Ensure optimal audience re-engagement capabilities by opting into enhanced automation, streamlining your campaign management and maximising performance.
In the meantime, if you work with third-party ad-tech providers such as data management platforms or ad servers, reach out to them to better understand their roadmap.
In addition to the levers above, which are geared toward optimising your ad campaigns, website owners must regularly review Chrome’s guidance on how to prepare your site broadly for third-party cookie restrictions.
Need a fresh perspective? Let’s talk.
At 360 OM, we specialise in helping businesses take their marketing efforts to the next level. Our team stays on top of industry trends, uses data-informed decisions to maximise your ROI, and provides full transparency through comprehensive reports.
