Third-party cookies living on borrowed time on Chrome
Google’s Chrome team has just one mission right now – more privacy, personalization and control for its users.
The last year has seen a series of updates for the browser which have gradually given more control to its users and left marketers, especially those involved in dodgy practices, high and dry.
Last week, for instance, we reported that the new version of Chrome v80 will block push notifications. We thought Google might leave it at that for a while…
It turns out we were wrong, as it looks like third-party cookies are next on their hit list. Google has announced that Chrome will phase out support for third-party cookies in the next two years.
These cookies will be replaced by browser-based tools and techniques as part of its “Privacy Sandbox” initiative.
This is basically Google responding to increasing privacy pressure and the rise of cookie-blocking by other players in the market.
But yeah, speaking in Google’s words, the objective of this exercise is to create a secure environment for personalization that also protects user privacy.
Additionally, new approaches will be implemented to ensure that ads continue to be relevant for users, but user data shared with websites and advertisers will be minimized by anonymously aggregating user information and keeping much more user information on-device only.
Google’s point is this: Large scale cookie blocking, which is practiced by Firefox and Safari, encourages techniques like fingerprinting and devalue the publisher ecosystem by making ads less relevant. Leading to a reduction in their revenues. The less precise the audience targeting, the lower the ad revenue.
How Google plans to work differently? Google’s Privacy Sandbox system will handle tracking and conversions within the browser environment through privacy preserving APIs.
This will allow the delivery of ads to large groups of similar people without letting individually identifying data ever leave the browser. Or, in other words, interest-based targeting on a large scale will be possible without revealing any individual’s information.
Conversion tracking would also be tracked inside Chrome and advertisers would be able to get data through an API without identifying any individual user.
Starting February, Google will treat cookies “that don’t include a SameSite label as first-party only, and require cookies labelled for third-party use to be accessed over HTTPS.” It’s also going to work to stop fingerprinting and other types of “covert tracking.”
Targeting multiple queries for the same page and splashing up ‘em clicks
Sometimes, the best results come from the hardest challenges, right?
This was the case for Schieler Mew, who was challenged to one page ranking for multiple queries (5+ phrases). Guess what? He did it!
Let’s see how:
Created a position zero rank around a keyword that was not getting any traffic as per Keyword planning tools.
Over time, he began to modify the on-page text until it helped attract multiple queries, using H2 to do so (where H2 stands for heading 2.)
Changed the title to align with all the information provided on the page. This allowed the page to pull out more search queries.
As Schieler stated, these queries bring countless impressions and helped clicks to splash up.
That’s all. Just three steps for a lotta new visitors!
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Since then, every time we’re looking for virtual assistants, programmers, designers, writers, or social media marketers, we put up a job listing on OnlineJobs.ph as well.
A variety of skilled job seekers that fits for any business, especially an online one.
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- 12.9k jobseekers & over 2.8k employers signed up just in the last 1 month.
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The Do’s & Dont’s of CBO
For those of you still trying to get the hang of CBO, we found this post from Nick Guadagnano. Here, he shares the CBO practices that have actually worked for him.
As always, don’t take his theory as absolute truth, but rather a way to look at it from another marketer’s POV.
- Do not run more than 9 ad sets: “The mechanics underneath the hood of a CBO campaign were built specifically for a low amount of ad sets”. In other words, it’s best to have fewer ad sets with higher budgets. Not the first time we’ve heard this.
- CBO will work better with proven ad sets: The more data and time you give to a CBO camp, the better.
- Set a minimum daily budget of $20/ad set: This theory is the result of Nick’s tests and some conversations he had with FB engineers. This will ensure a better rank in the auction, leading to more clicks.
Moreover, this is the process that’s currently working for him:
- Launch a 100$/day camp with 5 ad sets and let it run for 4-8 days.
- Duplicate the best performing ad sets into a new $250/day CBO.
- If you want to skip CBO, his tip is to run 1 ad set per campaign. Chances are this is not the first time you’ve seen this, and you’re probably wondering if this does the trick. We’re sorry to say we’re wondering the same…
There it is! A lot of CBO candies to satisfy your media buyers’ hunger.
- FACEBOOK: Can retargeting be harmful for your campaigns? According to this David Schloss’s post, being too aggressive with retargeting could result in bans. Words straight from his rep’s mouth.
- SECURITY: Love affairs and data affairs get mixed up as it’s discovered that several dating apps are selling their users’ data for advertising purposes. Tinder, OkCupid and Grindr are among them.
- BUSINESS: Neil Patel shares his biz-model for selling info products that brings in $381k per month.
- GOOGLE ADS: Two new features to help you predict the future: Bid simulator for Target ROAS and budget simulator for Maximize clicks. They project the impact of bid or budget changes to clicks and ROAS.
- INSTAGRAM: The Gram will finally let us use its Direct Message function via browser. Slidin’ into DMs has never been easier.
- REDDIT: Reddit Pixel will now support first-party cookies, in addition to third-party cookies. The result is more accuracy in the conversion tracking phase.
I’m as small as an ant, as big as a whale. I’ll approach like a breeze, but can come like a gale. By some I get hit, but all have shown fear. I’ll dance to the music, though I can’t hear. Of names I have many, of names I have one. I’m as slow as a snail, but from me you can’t run. What am I?
You can find the solution by clicking here.
Cool tech, (funny) business, lifestyle and all the other things affiliates like to chat about while sipping cocktails by the pool.
Leveraging the meme-orialized moments the Musk way
Remember the embarrassing episode Tesla had during the launch of Cybertruck?
Yeah well, they have done what most witty brands do to leverage moments like these – embrace and promote their own embarrassment with pride… and garner more attention.
How? It’s simple. By selling t-shirts with a graphic of the shatter incurred in the Cybertruck’s driver-side window during the official launch at the end of last year.
In case you missed it, what was this launch embarrassment? During the on-stage launch, Musk invited his lead designer to stress test the Cybertruck’s durability. The Truck’s side panels were attacked with a sledgehammer first, leaving no visible marks. So far, so good…
But when he threw a steel ball bearing at its blast-proof windows, they seemed to easily shatter.
Musk’s response? Well, at least the ball didn’t actually pass all the way through. It’s just a small shatter.
And taking his pride forward, these t-shirts are now available on the official Tesla store for $45 and feature the actual photographic recreation of the shatter pattern from the front window.
We were gonna ask if they’re running an affiliate program for this, but it looks like the t-shirts are unavailable to purchase right now. Maybe they were sold out within the first two minutes?
Go beat this great marketer!