{"id":15835,"date":"2022-10-17T12:04:53","date_gmt":"2022-10-17T10:04:53","guid":{"rendered":"https:\/\/trilogi.com\/blog\/?p=15835"},"modified":"2022-10-17T12:04:55","modified_gmt":"2022-10-17T10:04:55","slug":"cookieless-google-ads","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/cookieless-google-ads\/","title":{"rendered":"\u00bfC\u00f3mo afectar\u00e1 la nueva era cookieless a Google Ads?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Hasta ahora hemos conocido un mundo con Cookies donde los eCommerce pod\u00edan hacer un seguimiento de sus usuarios y ten\u00edan todo tipo de datos para mejorar su estrategia de marketing online, normalmente estos datos los recog\u00edan cookies de terceros y poniendo un simple tracking pod\u00edamos usar herramientas como Google Analytics y <a href=\"https:\/\/trilogi.com\/blog\/10-claves-para-que-tus-campanas-en-google-ads-sean-un-exito\/\">Google Ads<\/a> sin problema.&nbsp; Las cookies se han convertido en una herramienta b\u00e1sica para poder hacer publicidad pero <strong>Google ya nos advirti\u00f3 que en 2023 desaparecer\u00e1n las cookies de terceros y debemos adaptarnos a una nueva era cookieless.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Las nuevas leyes de privacidad como la RGPD indican como deben ser recolectados y almacenados los datos, los usuarios pueden controlar qu\u00e9 datos dan y c\u00f3mo estos se pueden usar o no para hacer anuncios personalizados.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Seg\u00fan un <a href=\"https:\/\/www.axios.com\/2019\/02\/25\/consumers-kinda-sorta-care-about-their-data\">estudio de Axios<\/a> el 81% de consumidores dice que <strong>en el \u00faltimo a\u00f1o, <\/strong>les preocupa m\u00e1s c\u00f3mo las empresas usan sus datos. Y esto tiene impacto directo en el marketing online, ya que se recogen menos datos para poder hacer campa\u00f1as. Por eso se estima que las compa\u00f1\u00edas han gastado 2.7 veces m\u00e1s en certificaciones de privacidad y seguridad de datos, porque el futuro de la publicidad online pasa por recoger t\u00fa mismo los datos de tus clientes y saber c\u00f3mo usarlos.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00bfC\u00f3mo ser\u00e1 el internet sin Cookies?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">En los pr\u00f3ximos a\u00f1os tomar\u00e1 mucha importancia el <strong>consentimiento. <\/strong>Con m\u00e1s transparencia y control sobre los datos de los usuarios, la consciencia sobre consentimiento por el uso de los datos se extender\u00e1 en diferentes pa\u00edses. <strong>Aumentar\u00e1 la importancia de las herramientas que permitan controlar qu\u00e9 datos el usuario acepta ceder.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Desaparecer\u00e1n las cookies de terceros. <\/strong>Las cookies de terceros son aquellas que est\u00e1n en una web y recogen datos para un tercero (otra empresa como puede ser Google, Meta\u2026etc), este tipo de cookies quedar\u00e1 en desuso <strong>y necesitaremos herramientas que nos den datos de forma agregada, <\/strong>es decir que no almacenen informaci\u00f3n de un usuario en particular.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Tendr\u00e1n m\u00e1s peso los modelos predictivos. <\/strong>Como cada vez tendremos acceso a menos informaci\u00f3n de cookies de terceros, deberemos tener herramientas que hagan modelos predictivos y confiar en el machine learning y la automatizaci\u00f3n.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Todo esto nos lleva a un escenario donde ser\u00e1 imprescindible tener <strong>First Party Data, <\/strong>datos propios, para poder trabajar el marketing online de nuestro eCommerce.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"848\" height=\"260\" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/first-party-data-google-ads.png\" alt=\"Google Ads First Party Data\" class=\"wp-image-15837\" srcset=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/first-party-data-google-ads.png 848w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/first-party-data-google-ads-300x92.png 300w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/first-party-data-google-ads-768x235.png 768w\" sizes=\"(max-width: 848px) 100vw, 848px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">La importancia del first party data<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Con todo este nuevo escenario cobra mucha m\u00e1s importancia el <strong>First Party Data. <\/strong>Los datos que cada empresa recoge de primera mano ya sea en su web, su CRM, sus redes\u2026 van a ser vitales para poder continuar trabajando el marketing online.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Todos estos datos son valiosos para tu negocio. Proporcionan detalles sobre los usuarios, clientes ya existentes y <strong>en poco tiempo ser\u00e1n el \u00fanico modo de poder hacer publicidad con \u201cretargeting\u201d.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ya hay formas de usar estos datos, por ejemplo Google Ads te permite subir tus propias bases de datos de usuarios para poder crear audiencias. Toda esta informaci\u00f3n es muy \u00fatil para el machine learning y la automatizaci\u00f3n que hemos comentado anteriormente.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En el nuevo escenario Cookieless a los anunciantes nos ser\u00e1 m\u00e1s dif\u00edcil conseguir un rendimiento de campa\u00f1as, ya que ser\u00e1 m\u00e1s complicado llegar a nuestros clientes potenciales. \u00bfQu\u00e9 tendremos que hacer?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Asegurarte de estar recogiendo los datos de tus clientes. <\/strong>Si est\u00e1s recogiendo correctamente tu First Party Data, como por ejemplo el email, el ID de transacci\u00f3n, el ID de producto\u2026&nbsp; y <strong>configuras correctamente etiquetas y eventos de Google Ads y Google Analytics, <\/strong>podr\u00e1s seguir tus conversiones y ver el rendimiento de tus anuncios.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"595\" height=\"463\" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/google-ads-first-party-data.png\" alt=\"Google Ads First Party Data\" class=\"wp-image-15839\" srcset=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/google-ads-first-party-data.png 595w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/google-ads-first-party-data-300x233.png 300w\" sizes=\"(max-width: 595px) 100vw, 595px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">\u00bfQu\u00e9 recomendaciones nos da Google para para prepararnos para este escenario?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">En Trilogi somos<a href=\"https:\/\/trilogi.com\/blog\/trilogi-google-premier-partner-2022\/\"> Google Partners Premier<\/a> y nos estamos formando para poder hacer frente a este nuevo escenario sin repercutir en el rendimiento de las campa\u00f1as de nuestros clientes. Las directrices de Google son las siguientes:<\/p>\n\n\n\n<ol class=\"wp-block-list\" type=\"1\"><li>Aseg\u00farate de tener configurada la Global Site Tag en todas las p\u00e1ginas de tu eCommerce, para poder recoger bien los datos de los usuarios.<\/li><li>Configura las conversiones mejoradas en Google Ads.<\/li><li>Implementa el modo consentimiento para las cookies.<\/li><\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Adem\u00e1s de aplicar la atribuci\u00f3n basada en datos en Google Analytics 4, para poder sacar m\u00e1s conclusiones y analizar el comportamiento de usuario.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"902\" height=\"376\" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/google-ads-escenario-cookieless.png\" alt=\"\" class=\"wp-image-15840\" srcset=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/google-ads-escenario-cookieless.png 902w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/google-ads-escenario-cookieless-300x125.png 300w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/google-ads-escenario-cookieless-768x320.png 768w\" sizes=\"(max-width: 902px) 100vw, 902px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">El Global Site Tag o el Gtag permitir\u00e1n a los anunciantes poder usar nuestra First Party Data con las herramientas de Google como Ads o Analytics.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00a1Es el momento de preparar tu eCommerce para la nueva era Cookieless!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hasta ahora hemos conocido un mundo con Cookies donde los eCommerce pod\u00edan hacer un seguimiento de sus usuarios y ten\u00edan todo tipo de datos para mejorar su estrategia de marketing online, normalmente estos datos los recog\u00edan cookies de terceros y poniendo un simple tracking pod\u00edamos usar herramientas como Google Analytics y Google Ads sin problema.&nbsp; [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":15842,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[450],"tags":[],"class_list":["post-15835","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-emarketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00bfC\u00f3mo afectar\u00e1 la nueva era cookieless a Google Ads? 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