Remember that even if you don’t live in the European Union, the GDPR can still apply to your website. It’s better to be safe than sorry when asking for permission to collect and use data.
? Many of your customers won’t mind sharing some of their information with you. That is, as long as they can verify its purpose and delete it if necessary.
2. Use contextual advertisements
Many third-party ad platforms will place advertisements based on user search history and behavior. The ads themselves might be irrelevant to the surrounding content.
For example, this travel blog is covered in irrelevant ads for the Semrush SEO tool. You can see the advertisements to the bottom, middle, and right of the written content:
You can’t rely on user search history to send targeted ads with cookieless marketing. However, you don’t want to display irrelevant advertisements either, as it might feel spammy or inappropriate.
Instead, consider using contextual advertisements. In this setup, you’ll display ads on pages relevant to your users.
For example, let’s say you write a post about different WordPress hosting options. Here, it would make sense to display advertisements for leading hosting providers. Ideally, they would be the same ones recommended in your content.
This advertising setup can work well because the ads will look natural in their placement. There’s also a higher likelihood that visitors will click on them. Furthermore, you can learn about your users’ interests and preferences by seeing which banners they click on and which ones they ignore.
Consider reaching out to companies in your niche and asking them to display ads on your website. You can then arrange whether they will pay you simply for showing the advertisements or based on click-throughs.
This arrangement might be less convenient than using third-party data, but it can pay off more in the long term. Your website will look more professional, and you can provide an overall better User Experience (UX).
3. Use incrementality tests
When you use cookieless tracking, you might not have enough raw information to inform your marketing strategies. In many cases, you’ll need to collect your own data to understand your visitors and their preferences.
Incrementality tests can be essential to cookieless marketing. With this testing method, you use a control group and a test group to see differences in behaviors. A/B testing is one example of this method.
For instance, you might show a new Call to Action (CTA) to a specific number of users and not others. You can then monitor visitor behavior for both groups and determine whether the CTA is effective or not. You might even use two different CTAs and compare their results.
Incrementality testing can be valuable because you can gain audience insights without relying on external data. All tests happen on your website, so you don’t need to worry about third-party
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This article was written by John Hughes and originally published on CodeinWP.