Google recently announced the arrival of Google Ads Data Manager, a new tool that will allow marketers and businesses to manage all of their collected first-party data in one, centralized location, making it easier to track consented first-party data without having to use other various tools.
As the industry shifts away from tracking customer cookies in a bid to protect user’s privacy, it is easy to see how the addition of Google Ads Data Manager could make things easier for advertisers and marketers alike to prioritize their first-party data to be able to better optimize and manage their digital marketing campaigns. Having direct access to various data sources and customer relationship management (CRM) platforms helps streamline access to integral data sets that aim to improve not only campaign performance, but the quality of leads being generated by them. Furthermore, it helps empower businesses to advertise to the right customers, at the right time, with the right message.
While Google Ads Data Manager won’t fundamentally change the way advertisers use Google Ads to attract new customers, it does simplify a big component that often goes overlooked when it comes to effectively harnessing first-party data. In early testing of the new tool, Google has stated that businesses who successfully utilized their first-party data saw an increase in relevant conversions and data attribution. Advertisers who can utilize their customer data with a privacy-first approach, while also effectively managing and optimizing campaigns using said data, will gain a distinct competitive advantage over other players in their industry.
While initially being launched in Google Ads for advertisers to take advantage of, Google plans on rolling out various solutions across other products and platforms in the coming years. While no specific launch date has been announced, Google has said Google Ads Data Manager should be generally available in early 2024.
