In which situations should you take GDPR for SEA into account?
For many digital marketing channels, target group characteristics such as demographics, interest categories and in-market audiences are the primary way of targeting. However, within SEA, it is, in addition to keywords, an additional way of targeting. Nevertheless, Google has offered more and more possibilities in recent years to supplement the campaign strategy with these types of targeting methods. For this reason, there are many situations for SEA where you have to take GDPR into account. In this article you can read all about the impact of GDPR when you, as an advertiser, use:
Remarketing Lists for Search Ads (RLSA)
Similar Audiences
Linking Google AdWords with Google Analytics
Google Customer Match
Targeting based on audience characteristics collected by Google, for example
In this article I will go through all of the above situations and give you the tools you need to take into account as an advertiser.
Remarketing Lists for Search Ads (RLSA)
Almost every AdWords or Bing Ads philippines whatsapp number free campaign uses RLSA these days. In some cases to set a different bid, on the other hand to show a different text or to exclude a specific group of people who have previously visited your website from your campaigns. These refinements of the campaigns often provide excellent results. It is therefore important that you are allowed to continue using this data within AdWords or Bing Ads. To achieve this, you must meet the following requirements:
Unambiguous consent must be given for the use of remarketing cookies. This can be done by a cookie bar in which you clearly state which cookies are placed and what you use them for. The user has only given consent if he or she has made a conscious action to accept the cookies. For example, by clicking 'ok' or 'agree'. You can find more about this in the article on the impact of GDPR on digital analytics .
In addition, you must state in your privacy statement that you place remarketing cookies and for what purposes you use them.
In the case of remarketing, it does not matter whether you use Google Analytics or the AdWords remarketing pixel (or the UET tag in the case of Bing) to place cookies. In addition, it does not matter whether you use the cookies precisely to exclude a group of people from a campaign. If you have already received permission, you may continue to use remarketing on these cookies. Without this permission, you must, logically, first obtain permission to use this.