21–30 of 191 posts
TLDR; Performance tanked. Targeting and optimisation dwindled, measurement became directional last click. They still switched to solutions that leverage IP Addresses. As they burned through their marketing budget, they focused on bogus metrics like dwelltimes and patted eachother on the back. Fun times ahead.
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It does have findings, it’s just a long article. Maybe longer than it needs to be. Looks like their SERP ads CPC increased by 30% and conversions decreased, display ad conversions plummeted (partially offset by cheaper CPMs) and YouTube ads switched to optimize for watch time instead of conversions seemed to perform better and lead to cheaper conversions.
The one number that should be of interest to anyone who's not a professional "growth marketer" is missing, though, don't you agree? I skimmed the whole article, read your posting, and even though I know some of these words, I still have no idea if the decision was hurtful to the business, or if it did not move the needle at all, or if it even was a net positive, all things considered.
I mean, based on my interactions with marketing people, they often don't really know if much of what they've done has helped the business at all, and the majority of their work (apart from actually creating marketing copy and interacting with customers) seems to revolve around figuring out how to attribute booms in business to their previous campaigns while building plausible deniability for inevitable busts. Don't get me wrong, not ALL of it is completely incomprehensible: email and referrer links are pretty straightforwardly calculable in terms of their impact; but things like "brand awareness" campaigns are nigh impossible to actually gauge the impact of.
This article is too long and packed with marketing crap to wade through.
Earlier quoted context omitted.
The one number that should be of interest to anyone who's not a professional "growth marketer" is missing, though, don't you agree? I skimmed the whole article, read your posting, and even though I know some of these words, I still have no idea if the decision was hurtful to the business, or if it did not move the needle at all, or if it even was a net positive, all things considered.
> I still have no idea if the decision was hurtful to the business, or if it did not move the needle at all, or if it even was a net positive, all things considered It's incredibly hard to tell. For us the goal of eliminating Cookies was important given the stance we have on privacy so everything went from there. The folks working in marketing for sure were not happy with the directive as it makes their job much hard…
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> I still have no idea if the decision was hurtful to the business, or if it did not move the needle at all, or if it even was a net positive, all things considered It's incredibly hard to tell. For us the goal of eliminating Cookies was important given the stance we have on privacy so everything went from there. The folks working in marketing for sure were not happy with the directive as it makes their job much hard…
The same stance on privacy that somehow makes it okay for you to scan all your users' code for AI training without consent?
Is this complaint with GDPR and will it still possible in the future?
If anyone started reading and also got confused like me. Chrome change will affect third party cookies, not all cookies.