A couple of years ago, when Facebook faced the challenge of tracking iOS visitors due to Apple’s restrictions, I was convinced we would need to rely more on innovative retargeting methods.
Now, we are encountering a similar issue with Google Ads as European regulations mandate the consent mode bar for collecting customer data. If a customer denies cookies, you won’t be able to track them or create any audience lists. In fact, 95% of landing page visitors ignore the cookies consent bar, and it’s logical to deny consent for tracking my browsing activities.
Given this situation, I believe we must develop our skills to drive conversions using manual bidding strategies. This way, we won’t have to rely solely on machine learning systems, which occasionally face challenges that disrupt the automated strategies we are accustomed to.
To succeed with manual bidding, you must effectively manage the challenge of low-quality clicks, which can quickly drain your budget. To address this, we made some trade-offs. In other words, we conceded a portion of traffic as they hold a higher probability of being bots and scripts. (We will discuss this in details in the next posts)
By refining the approach to manual bidding, we can maintain control and ensure our campaigns remain effective despite the evolving regulatory landscape.
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