In Q1 2018, marketers spent 30 percent more on search engine marketing in the E.U. — higher increases than search saw in the U.S. and the U.K. And the rates themselves may go higher as the audience shrinks with the General Data Protection Regulation (GDPR) in place.
On May 25, the world will change for marketers. Or at least part of the world — Europe — will change for brands doing business in the E.U.
And for search marketers in particular, that’s good news — because the audience will be affirmatively engaged and will have opted in to see targeted, relevant ads, writes Bryan Gaynor, a digital marketing account manager at Hanapin Marketing, on March 1 in PPCHero.com.
“Ad costs will likely go up,” he says, “particularly in display and social, where the shrinking cookie pools will create higher demands for more engaged users, driving auction prices up. Rethink your strategic approach to these channels and how to utilize them in the best manner.”
The possible rise in European search costs comes right after the following news from Marin Software in its “Digital Advertising Benchmark Report, Q1 2018,” announced yesterday:
“In Q1 2018, search spend increased 11% around the globe, fueled by significant Eurozone growth of 30%. Also, mobile advertising accounted for 40% of search spend, representing a growing market share, while still offering a 33% discount vs. desktop CPCs globally.”
To be clear, the U.K. is included in GDPR — despite Brexit. And, as always, Target Marketing is not providing legal advice, nor are Gaynor or Marin Software.
Here’s what Gaynor says search marketers can do to benefit from GDPR:
Ensure Europeans Who Click Through on Search Ads Opt Into Cookies
Gaynor says to comply with the regulation, immediately provide an opt-in form to E.U. citizens. He says to get rid of “pre-checked boxes on forms or data collection points,” as well as “passive ‘you accept cookies’ notices.”
Notify, Notify, Notify
“For data collected on advertisers’ sites/apps (e.g. remarketing IDs, conversion tracking cookies and Customer Match), advertisers are responsible for notifying users and obtaining their consent for the collection of this information.”
Follow the Spirit of the Law and Fuel Lead Generation and Email Collection
Gaynor says even though search engine marketers don’t have to do it, they can benefit from following the advice here:
What do you think, marketers?
Please respond in the comments section below.