06 Mar 2012

What Google Privacy Means for Advertisers

March 06, 2012PPC Advertising

It’s already evident that Google has their eyes on its users like a hawk. If you are impressed by how much Google knows now, then get ready for some exciting news. Starting last week, Google revised its privacy policy, giving them the opportunity to obtain more information about each of its users (all 1 billion of them, to be specific.). If you are an advertiser, however, this means that you are going to be able to access potential customers more effortlessly, with the improvement of GPS tracking and cross-platform data collection.
Google has defended their actions by saying that this new set of rules will make it easier for users to understand how their personal information is collected. Of course, it’s no secret that this new revision will also give them the opportunity to provide more innovative and exciting services to its advertising customers. Google has stated that they aren’t collecting additional information; instead they may just be providing more of it to outside parties. Items like user photos and information shared on Gmail or Google+ accounts are now up for grabs.
Spokespeople for Google are sticking to their story. They claim that their main intention with these changes is to create a more streamlined, informed experience for users across the Google network. However, if you’re an advertiser then you already know that a main goal of this plan was to increase sales revenue. A looser privacy policy means that Google has the ability to develop richer, more appealing profiles for its many users.
Advertising currently makes up almost $38 billion of Google’s annual revenue, so the stakes are undoubtedly high. Google is always inventing functional ways to present the most relevant ads to potential customers. These changes will make those clicks easier to obtain which benefits the folks at the advertiser level, which in turn benefits Google.
For advertisers like you wishing to present goods and services to specific audiences, this new information should prove to be insightful. Now Google will share users’ information across multiple sites, including YouTube, Gmail and Google+. Google has already stated that they are tracking and collecting users’ information for an indefinite amount of time. Searches will be kept in a “cyber-rolodex”, which gives you the chance to reach out to potential customers based on the information from their online files. This file will now be made fuller since data is coming from multiple sites rather than just the Google search page. This will allow PPC ads to show up with more relevant search queries, and it should help to make remarketing a cinch.
It should be obvious that Google wants you to reach your customers on a more intuitive level. Another drastic change that supports this theory involves enhanced GPS capabilities. Mobile Google users will now be tracked using cell phone towers and wi-fi hot spots. You will be able to gather more information about the locations that your customers frequent as well as where they live and other demographic details. This is a huge step considering mobile searches and ad spend have skyrocketed over the last couple of years.
Some skeptics think that Google is taking it too far with people’s personal information, but as the advertiser, this is your time to shine. Take full advantage of the new portfolios of user info out there. This is your chance to target customers more precisely than ever before, and Google will continue to unleash updates meant to help you succeed.