Tracking browsing history has always been a double-edged sword. On one hand, using past browsing history and behavior to target ads can increase the relevancy and ultimately, the success of your ads. On the other hand, many people find tracking a huge invasion of privacy. And as those concerns continue to grow, both Google and Apple have announced major shifts to protect user privacy. Google will stop selling ads based on individuals’ privacy history and Apple will give users the options to opt out of any tracking, both on the web and through apps. So, what does this mean for your business?
Start investing in Google Ads based on search history.
While Google will no longer be tracking browsing history, Google will still serve pay-per-click (PPC) ads on its search page. So, for example, if you’re a local restaurant and someone in your area searches ‘food near me,’ your restaurant would still appear in the results – provided you’ve invested in Google Ads for those keywords. If you haven’t made PPC advertising a part of your mix, now is the time to start. Capturing search traffic, either via organic or paid results, is the absolute best targeting you can ask for, because you’re engaging people while they’re in the market for your product and service.
You could consider investing more of your marketing budget in PPC keywords, or considering flighting if you have a seasonal service or product. It’s also worth noting that Google will still serve up ads across the web, they will just be less targeted. But remember – the click is just the beginning of the journey.
Keep up on your website’s SEO.
Your website might be the last thing on your mind as you manage the day-to-day necessities in your business – but it’s worth bringing to the top of your to-do list. Are you keeping your current services and offerings up-to-date? Have you done any keyword research lately to see what terms your customers are using, and if those terms appear throughout your site? Are you posting regularly on your social media platforms? While all of these actions help your site’s SEO – and, in turn, its organic Google ranking – they’re also key to keeping your customers coming back for more.
Your website is arguably the most important marketing tool you have, so treat it like a living thing, giving it consistent attention and updates to help your business grow. Not sure where to start? These seven tips can help you focus.
Reach out to current customers and ask for referrals and reviews.
There’s a reason why all those Amazon orders ask you to rate transactions – because reviews matter! Reviews help potential customers see the value in your business or service, and they can also help with your search engine rankings. Don’t hesitate to ask your customers for an honest review after they purchase a product or service, ideally soon after their purchase. Offering some kind of incentive for review (positive or negative), whether that’s a future discount or free product, is also a great way to encourage participation.