Navigating the digital advertising landscape in the EU has always been a bit of a maze, but things have recently gotten even trickier. If you’re running Google Ads campaigns and leveraging Customer Match, it’s crucial to ensure your consent settings are spot on. This guide will walk you through the new requirements and how to stay compliant, so you can keep your ad personalisation and measurement features running smoothly.
The New Pain Point – EU Consent Compliance
In a bid to bolster its privacy-centric approach, Google has tightened the reins on its EU user consent policy. If your website isn’t up to snuff with these new requirements, you might find your ad personalisation and measurement capabilities curtailed. Specifically, if you’re using Customer Match, you need to ensure you’ve got the proper consents from your users in the European Economic Area (EEA) and the UK.
Understanding Customer Match and Consent
What is Customer Match?
Customer Match allows advertisers to use their own data to target ads to specific users across Google’s platforms. However, to do this in the EEA and the UK, explicit user consent is mandatory. This policy aims to give users more control over their personal data and how it’s used in digital advertising.
Why Consent Matters
Without proper consent, your ability to personalise ads, use measurement features, and perform remarketing could be significantly hindered. Google’s enforcement affects data from websites, apps, and data uploads, making it essential for all businesses operating in the EEA to comply.
Steps to Ensure Compliance
Offline First-Party Data Ingestion
There are several methods to pass granted consent signals to Google while uploading first-party data:
Provide Consent with the Google Ads API
Using the Google Ads API, you can directly manage consent settings, ensuring that all data shared with Google is compliant.
Partner and Audience Partner API
If you’re working with a partner, you can leverage the Audience Partner API to ensure consents are properly passed.
Manual Consent in Audience Manager
For those preferring a hands-on approach, you can manually manage consent settings within the Audience Manager in your Google Ads account.
Online First-Party Data Ingestion
When it comes to online data, conversion-based customer lists are your go-to for ensuring compliance. Make sure your lists are updated, and consent signals are accurately passed to Google. Above all, you must make sure that you have enabled consent mode.
The EU User Consent Policy – Key Requirements
Disclosures and Consents
Your agreement with Google mandates that you provide specific disclosures and obtain consents from users in the EEA and the UK. This includes:
The use of cookies or other local storage where legally required.
The collection, sharing, and use of personal data for ad personalisation.
Retaining Records and Revocation
You must keep records of all consents given by users and provide clear instructions for how they can revoke their consent if they choose to.
Identifying Data Collectors
It’s crucial to clearly identify each party that may collect, receive, or use personal data as a result of your use of Google products. Users should have easy access to this information.
Managing Third-Party Properties
Ensuring Third-Party Compliance
If you’re using Google products on properties not under your control, you need to make sure these third parties comply with Google’s consent requirements. This might involve working closely with them to ensure they are also collecting and sharing user consents appropriately.
Stay Ahead of the Curve
Ensuring your consent settings are compliant with Google’s EU user consent policy is not just about adhering to regulations; it’s about maintaining the trust of your users and the effectiveness of your ad campaigns. By following the steps outlined above, you can keep your ad personalisation and measurement features running smoothly and avoid any disruptions in your digital marketing efforts.
For more detailed guidance and to ensure your digital marketing strategies are top-notch, come to Bullshark. We deliver 360-degree growth powered through digital innovation. Our end-to-end solutions span strategy, technology, marketing, and data, enabling our clients to drive revenue growth and streamline operations.
Whether you need help navigating the complexities of digital advertising compliance or looking to elevate your overall marketing strategy, Bullshark is here to support you every step of the way. Partner with us to unlock your business’s full potential and achieve sustained growth in today’s dynamic digital landscape.
