Tossing your Cookies: Trends you need to be aware of as your plan for the future

1. Tossing your Cookies
Trends you need to be aware of as your plan for the future
Christi Olson
Head of Paid Search, Global Media
@ChristiJOlson

2. • State of Search
• Tossing your Cookies
• Opting In
• AI, robot
What in the world…

3. What’s inside
Tossing your cookies is a sneak peak into
some of the trends that have been
announced by Google, Bing, and
Microsoft Advertising that impact “how”
we execute search campaigns.
What we do hasn’t changed.
How we do it, is in flux.
Are you keeping up with the changes?

4. Microsoft
Global Media
126 Countries
25+ Languages
50+ Supported Campaigns
LOTS of Ad Spend
https://th.bing.com/th/id/R705672812d8b6d592de
c6d8913605f41?rik=&pid=ImgRaw
Microsoft Advertising

5. What are we trying to do?

6. What are we trying to do?

7. Shift mindsets to:
be PEOPLE/CUSTOMER first.
determine needs and wants.
shift needs from wants.
influence culture.
influence my team to think outside the box.
enable my team to break our current framework.
adopt and adapt to technology shifts….

8. Product People
Processes

10. Privacy!?!?!?
What happens next?
Tossing Cookies

12. Third-party cookies can be from many different companies
Expectation Reality
…
…
…

13. Privacy regulations across the globe
PIPEDA Rules
CANADA
GDPR
EU
CCPA + others on
their way
USA
Data
Protection Bill
Argentina
General Data
Privacy Law
Brazil
Personal Data
Protection Bill
India
Cybersecurity
Law
China
OAIC Privacy Act
Australia
GPDR like regulation,
expected in 2020
Japan

14. How did the cookie crumble?
GDPR (2016)
E-Privacy Directive
(Oct 2020)
 85% of users did not opt
in or give consent,
reducing targeting pools
and
measurement/reporting.
CCPA
(Jan 2020)
 Reduces the data that
can be used for
optimizations and
targeting on ~10% of
the US population
IOS 14 App Tracing
Transparency
(Apr 2021)
 Reduces the targeting pools
even further and reduces ad
interactions across apps
and devices
Google Chrome
Announcement
(Mar 2021)
 Chrome has 70% browser
share, this substantially
reduces data available for
targeting and for
reporting/measurement
 More impact to Facebook
than paid search. IDFA is
no longer accessible to
apps.
 Only one conversion
event can be attributed to
a click.
1st party identifiers for
Google, Microsoft/LinkedIn,
Facebook, Twitter etc still in
use

15. Expected changes in paid search *and advertising*
A greater
emphasis
on first-
party data
Importance
of logged-
in activity
A new
reliance on
context
and
behavior
Publishers
and brands
working
more
closely
New ways
to track the
decision
journey

16. What’s the impact?
These changes will disrupt how most brands currently do
addressability (the profiling and targeting of audiences) and
accountability (all the measurement of digital marketing).

17. Privacy impacts addressability and accountability
• Decrease in targeting,
remarketing pools.
• Opt outs.
• Greater dependency on
walled gardens – which
will lead to data silos
Audience Targeting
Addressability Accountability
Reporting
• Reporting will be
impacted by the signal
loss.
• Site actions can’t be
passed to third parties
• Attribution
Optimization
• Decrease in data and
conversion signals
• Opt-outs will slow down
testing and optimization
• Less accurate attribution
and modeling

18. Audiences and Addressability – What’s impacted in PPC?
Targeting using first-party ID-based audience
solutions.
• Customer Match
Targeting that relies exclusively on first-party data.
• In-market Audiences
• LinkedIn Profile Targeting (Microsoft ONLY)
• Demographic, device, location, language targeting
Targeting that relies on shared data between
advertising platforms like Microsoft/Google and
will continue to work, as long as websites are tagged
with the latest tags from the platform (i.e. UET JS tag.)
• Remarketing Lists for Search Ads
• Dynamic Remarketing
• Similar Audiences
• Custom Combination Lists with audiences above
Audiences not impacted as 3P cookies phase out Audiences impacted 3P cookies phase out

19. Addressability – What can you do about it?
❑ Use and invest in your first-party audiences. First-party data is QUEEN moving into the cookie-less world.
❑ Use Customer Match
❑ If using Dynamics 365 Customer Insights, integrate with Microsoft Ads via Customer Match
❑ Use audiences that rely exclusively on Microsoft Advertising / Google’s first-party data.
❑ In-market Audience
❑ LinkedIn Profile Targeting (Microsoft Advertising)
❑ Demographic, Device, location, language targeting
❑ Run ads on the Microsoft Audience Network
Reach your target audiences at scale through our premium, brand safe sites, including MSN, Outlook.com,
powered by artificial intelligence (AI) and Microsoft’s unique audience signals.

20. Automation and AI – The future is automated
Bidding
Audiences
Keywords
Ad Copy
Images

22. Marketing with Purpose
Opting In

23. Opting in means thinking customer first….
It’s purpose driven marketing
Responsibility
Trust
Inclusion
Values
Personalization

24. Preventing data-bias checklist
⃣ Compare the value of nonbrand search vs. brand search by any
dimension of diversity, like ethnicity, gender, sexual orientation,
geographic, economic to name a few. Make sure you influence early the
populations that favors nonbrand segment strategies to capture their
early consumer research.
⃣ Use broad match modifier to uncover new nonbrand queries for
keyword expansion.
⃣ Invest in audience-based cross-channel strategies. Microsoft Audience
Ads have been shown to drive lift in search clicks.
⃣ Use demographic bid modifiers to capture gender, geo, age specific
audiences with aligned ad copy to the diverse audience trend behaviour
uncovered by the nonbrand search analysis.
⃣ Consider non-traditional dimensions of demographics like a non-binary
consumer, or someone who identifies as female but shops for men’s
products, and vice versa.
Responsibility
Trust
Inclusion
Values
Personalization

25. Values-Based marketing checklist
⃣ Use a keyword strategy to include words that align brand and consumer
shared values to help connect and reach new audiences.
⃣ Use ad copy to reflect your brand’s shared values with people that
authentically markets your product, service or experience.
⃣ Use audience targeting to reach people to communicate shared values,
value-based product features, and purpose driven business initiatives.
⃣ Use ad features, like extensions, site links or responsive ads to not only
help customers navigate to your product page or scale bulky operations,
respectively , but to also learn more about your company mission and
values-based initiatives.
⃣ Review your customer events and experiences to ensure consumer
values are aligned like for example, sustainable and accessible event
considerations.
⃣ Reflect brand & consumer values on your landing page.
Responsibility
Trust
Inclusion
Values
Personalization

26. Opting in for “someone like me”
⃣ Consumer Values: - Review values held across generations, across
industries, and across diverse audiences and cross reference the Shared
values-based marketing checklist.
⃣ Brand Values: Your brand purpose and values create trust and authentic
connections with people. There are not only great ideas in the Brand
Values section but also in the pillar of responsibility like privacy and
accessibility.
⃣ Inclusive Word Cues: Use our fifty language-based cues that signal
inclusion. These could be used in a genuine and authentic way in your
ad copy, advertising, or content that can help convey inclusion.
⃣ Inclusive Keyword Strategy: Use this strategy to identify keywords that are
relevant to your business.
Responsibility
Trust
Inclusion
Values
Personalization

27. What languages are
represented by the
countries in this picture?
What does inclusion
look like in search?

28. What languages are
represented by the
countries in this picture?
English

29. It’s the little things…
That can add up to the big things…
Which can drive the incremental 2-5%
growth in a mature business

31. AI, robot
Automation and AI

32. Automation in Search
Keyword to
Query
Mapping
Audiences
& MSAN
Bidding
Strategies

33. AI can help us with Incrementality
It’s the epic battle of Paid vs Organic …. Brand vs Non-Brand

34. Bonus sections
Webmaster Tools!

35. Bing Webmaster Tools
Content Management Solutions to
notify search engines about the added,
updated, deleted online content
allowing to get latest content indexed
and reduce crawl load …
AND TO HELP WITH A GREENER PLANET
Bing Webmaster Tools URL and
Content Submission API

36. Thank you
Connect with me:
chriol@microsoft.com