Activists and regular users joined forces to advocate for tech regulation out of concerns regarding privacy and the potential misuse of data to violate human rights. A 2021 report by Freedom House indicated that over 40 countries had taken steps through legislation or administrative measures to regulate technology companies.
The 2018 scandal involving Cambridge Analytica’s exploitation of Facebook data triggered a wave of criticism not only against Facebook but also other major tech giants. This led to calls for increased accountability from tech companies and greater government oversight to prevent future breaches of user privacy.
However, fast forward four years later, and there appears to be a shift in public opinion. According to a 2022 study conducted by the Pew Research Center, approximately one in five Americans now support less government regulation of major technology companies, a significant increase from previous years. This reversal raises questions about the reasons behind this change and the potential implications of reduced tech regulation on pay-per-click (PPC) strategies.
Less Tech Regulation Support, More Freedom of Expression?
It seems that safeguarding free speech online has once again become a significant concern for many Americans. According to a Pew study, one potential explanation is the prevailing perception that social media platforms are censoring specific political perspectives. Various incidents have provided some validation to this viewpoint, particularly for those Americans who hold it. These instances comprise:
The Banning of Certain High-Profile Individuals From Social Media Platforms
Here are a few examples: Alex Jones, a conservative far-right radio show host; Steve Bannon, the former White House chief strategist; and the former President Donald Trump.
Tech Giants Purchasing Traditional Media Companies
In 2013, Jeff Bezos of Amazon acquired The Washington Post. The Los Angeles Times was purchased by biotech billionaire Dr. Patrick Soon-Shiong in 2018, and in the same year, Laurene Powell Jobs, widow of Steve Jobs, bought The Atlantic.
“Outbreaks” of Fake News
In 2021, misinformation thrived, with a surge in fake news surrounding COVID-19 vaccines, conspiracy theories related to the January 6 attack on the U.S. Capitol, and a host of other falsehoods circulating online. The ease of sharing misinformation on social media has compounded the problem, making it challenging to trace and hold accountable those responsible for spreading such inaccurate claims.
The Potential Effects on PPC Strategies
As regulations loosen up, advertisers may be curious about the impact on their PPC strategies. When government oversight decreases, the responsibility shifts to media and advertising organizations, including PPC platforms, to self-regulate. This shift grants them more autonomy over their services, enabling them to establish and enforce their own guidelines.
Consider giants like Google and Meta. These tech behemoths hold vast amounts of consumer data and have made adjustments to safeguard this data and enhance user satisfaction.
The focus on privacy and user experience has prompted substantial and far-reaching transformations in the digital marketing realm.
The Way the Cookies Will Crumble
In 2020, Google made the announcement that they would be removing third-party cookies from Chrome within a two-year timeframe. However, the original deadline was not met, with the tech giant stating that they required more time to complete the process. In response, Google has outlined a phased approach to gradually eliminate support for third-party cookies.
The initial stage of this process, slated to commence in late 2022, will involve advertisers and publishers transitioning their services. Following this, Stage 2 will see Google completely phasing out support for third-party cookies over a three-month period.
This leads to the question of how brands and advertisers will collect user data and target specific audiences to ensure the effectiveness of their pay-per-click (PPC) strategies.
As of 2022, Google has scrapped their previously proposed alternative to third-party cookies, Federated Learning of Cohorts (FLoC), citing concerns about fingerprinting vulnerabilities. Instead, they have introduced Topics, which uses your Chrome browsing history over a three-week period to gather information about your interests and categorize them into one of 300 general topics.
Engaging an expert in pay-per-click management services can assist in reshaping campaigns and identifying strategies to enhance PPC performance. Additionally, they can evaluate PPC performance in the event third-party cookies are fully phased out.
Reduced Ad Targeting Capabilities on Some PPC Platforms
If you are advertising on Meta, be prepared for a reduction in targeting capabilities that can impact the optimization of your PPC campaigns. In January 2022, Meta announced the removal of certain sensitive targeting options including political affiliation, health, race or ethnicity, sexual orientation, and religion. This change was made to prevent the misuse of targeting options that could lead to negative experiences for underrepresented groups.
While the intention behind this move is positive, it can pose challenges for advertisers trying to reach specific audiences on Meta. For example, if a university wants to target females in their 20s for a health study, they may face difficulties due to the restricted targeting options. As a result, advertisers need to broaden their targeting strategies which can potentially make their campaigns less effective and efficient.
To overcome these limitations, advertisers using Meta for PPC campaigns have been advised to explore alternative targeting options such as Engagement Custom Audiences, Lookalike Audiences, and Location Targeting. These alternatives may not offer the same level of precision as the previous targeting options but can still help reach relevant audiences.
Reduced Visibility of Certain Search Terms
Managing Google Ads has become more complex with the revelation that Google is now concealing certain search terms. Google has stated that search term reports in the Google Ads management tool will only display terms with a “significant volume.”
Advertisers are receiving less visible and hence less useful data on search terms for their advertising budget. This lack of visibility makes it difficult for advertisers to identify which terms are driving clicks and to remove irrelevant terms from their PPC campaigns. This poses a challenge because accurately measuring PPC performance and optimizing strategies requires precise information on the best-performing search terms for each ad.
One solution to this issue is to engage with a PPC marketing agency or hire a pay-per-click consultant to enhance PPC performance. These Google Ads specialists have the expertise and tools needed to navigate this obstacle and help brands overcome this challenge.
The Way Forward
With reduced support for tech regulation, adjusting your PPC management strategy becomes crucial. The greater control PPC platforms exert over user targeting, the more imperative it is to innovate and adapt to maintain effective PPC campaigns.
To stay ahead of these shifts, it is essential to stay up to date on Google Ads management updates, continuously optimize PPC campaigns, and rigorously monitor performance. Rather than navigating these changes alone, businesses can rely on a reputable provider of pay-per-click management services for assistance.
Thriving in the digital marketing industry since 2005, Thrive has witnessed numerous transformations in the landscape. Our dynamic team of PPC management specialists possesses the knowledge and skills required to guide your business through any challenges posed by Google, Meta, and other PPC platforms. Whether facing limitations on ad targeting, cookie removal, or obscured search terms affecting campaign evaluation, we are here to support you.
As Wulff succinctly puts it, “Thriving brands can prepare for the loss of specific ad targeting capabilities on platforms like Meta and Chrome by maximizing available targeting options, increasing investment in alternative digital marketing channels like SEO and paid search, and creating engaging content to resonate with diverse audiences.”
Conclusion
In conclusion, as the support for tech regulation wanes, PPC platforms continue to play a significant role in shaping the digital advertising landscape. Businesses can leverage these platforms to reach their target audience effectively and drive results. However, it is crucial for companies to stay informed about any potential changes in regulations and adapt their strategies accordingly. By staying agile and proactive, businesses can continue to benefit from the power of PPC platforms in a rapidly evolving digital world.
Photo Credit: iStock
