Third-party cookies are a settled issue. A hot topic these days is first-party data and its use for marketing. What is not discussed is the role that search plays in collecting first-party data. So let’s learn more about this issue.
Information about customers and their advantages and disadvantages is often obtained primarily by online stores. However, search also plays a key role. Why is this so?
Users interact with your website in a targeted manner
Sellers compete with each other on social networks, YouTube or, for example, on news portals, trying to create eye-catching car owner data advertising that will bring users to their website and make them buy. It is actually a kind of battle for users. In search, however, it is different. The user is directly searching for something related to your product. Every contact with potential customers is therefore very intentional. They have decided not only to find your product themselves, but also to visit your website.
Clicks on your link have high intent and good timing
Clicks are considered a first-party cookie , meaning the advertiser has consent to tag the consumer’s browser and use that information to improve the customer experience, future relationships, and interactions with the brand.
For example, if you have a website that offers home goods and someone comes to you looking for a camping tent, it sends you a furthermore the use of predictive signal that they are interested in purchasing camping equipment. You can work with this information much better than an online store specializing in hiking and outdoor survival. Search is a demand-capturing channel that reveals high intent and purposeful engagement with the benefit of a first-party cookie.
Search data + website behavior = better user experience
A new feature in first-party user data is the relative importance of each first-party click that comes from search. To better understand your fax leadcustomer,
The metadata obtained can and should be used to create customer segments. We recommend using the information obtained to better inform automatic customer targeting and create lists of users for whom you are probably not relevant. You can then use this data in marketing and remarketing.