Whether you’re a PPC marketer or a business owner hoping to embrace the power of PPC in 2024 and beyond, the impact of Google Consent Mode V2 is something that you simply cannot afford to ignore.
Ever since launching back in 2000, Google Ads has been the most popular PPC (Pay Per Click) advertising platform by far. After introducing Consent Mode V1 in 2020 in a bid to find a balance between aggressive digital marketing and GDPR compliance, it introduced V2 towards the end of 2023 before making it a requirement from March 6th.
So, what does it mean for your PPC campaigns? Let’s find out.
What are the key updates of Google Consent Mode V2?
Google states that Consent Mode “receives your users’ consent choices from your cookie banner or widget and dynamically adapts the behaviour of Analytics, Ads and third-party tags that create or read cookies”.
While the original Consent Mode introduced the analytics_storage and ad_storage parameters, V2 has added ad_user_data and ad_personalisation. The extra parameters give end users greater control over their data as cookie consent preferences are shared with Google, which then respects them across the full package of services, including interactions with Google Ads.
Essentially, Google has increased its efforts to ensure that its users are supported by a consent-first approach. Meanwhile, businesses can opt for two types of implementation;
- Basic – data collection is fully dependent on user consent
- Advanced – anonymous, cookieless data may be collected without consent.
How does this impact businesses wanting to use PPC advertising?
Understanding that Consent Mode V2 is designed to help users retain the right to their privacy through consent-first approaches is one thing, but knowing how it impacts your PPC campaigns and what changes should be made is another.
This means that PPC campaigns must comply with data collection regulations in line with GDPR and CCPA. Here are some of the steps that can be taken to do this without compromising the effectiveness of PPC ads.
Set the default settings
Perhaps most importantly, businesses must give users privacy by default. To do this, the analytics_storage and ad_storage settings should be set to ‘denied’ by default. Users may subsequently authorise these settings in return for a more personalised experience. The key, however, is that it will have been their choice.
By default, other Google tags should be blocked until the user gives consent for data collection. Even when using the advanced version of Consent Mode to collect timestamps and Consent Management Platform (CMP) data, it’s always best to err on the side of caution.
Get professional support
Frankly, navigating PPC is very difficult right now. Aside from Consent Mode V2, there are a host of other challenges to consider, ranging from the increased use of AI to changing consumer habits. Therefore, working with experts who understand the latest developments and can tailor campaigns accordingly is highly advised.
Choosing the right PPC advertising agency in London, for example, will ensure that all campaigns comply with Consent Mode V2 and all other relevant regulations. Your brand will be supported by engaging content that fits your image and makes your budget work harder.
Master the cookie banner
Cookie banners are an integral feature of modern digital marketing. They must be clearly visible and provide transparent messaging so that users know what they are consenting to. Of course, they must also satisfy privacy regulations and meet Google standards. Aside from compliance, they are a key step for gaining the user’s trust.
When thinking about the cookie banner, both the design and the information must be considered. While templates are readily available, it is best to opt for a personalised solution. It is another reason to consider hiring a PPC agency.
Appreciate the role of AI
Artificial Intelligence, otherwise known as AI, has become an integral feature of many parts of business, especially in marketing channels. It can certainly play a key role in PPC ads and the approach to Google Consent Mode. Rather than thinking about it as a tool for PPC content generation, you should think about its impact when users do not consent to cookie-tracking processes.
It can gain insights by modelling the behaviours of users who opt out, thus leading to patterns and trends being identified. In turn, this can support everything from PPC content to audience reach and personalisation. Optimised effectiveness and cost-efficiency will follow.
The final word
Google Consent Mode V2 isn’t something to fear, but marketing teams should appreciate how privacy laws and data collection methods will impact PPC ads. By adapting your strategy to align with the latest developments, you will gain an advantage over the competition.