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Ending Cookies: How Will It Affect Your PPC Campaigns?

Ending Cookies: How Will It Affect Your PPC Campaigns

Before the age of the internet, sellers and buyers had to do a lot of guesswork when it comes to media advertising. The era of digital advertising has made it tremendously easier for companies to find their ideal customers. Moreover, digital marketing has become efficient when they get domain hosting with incredible features. It is because web hosting infrastructure help marketers in generating leads and traffic for the site.

Businesses can easily shoot targeted messages to specific audiences. It’s no more “spray and pray” marketing. Rather, we are guided by demographics and we can target only those people who are supposedly most-interested consumers.

Fast forward to our times, PPC marketing companies are in a panic because of the headlines that have echoed across the industry. Yes, we are talking about the ending of cookies. It will certainly affect PPC advertising. But the question is how it will do that? Answering this question will enable us to get ready for the cookie-free times that are fast approaching.

Google had first announced that it will end cookies before 2022. But, they have moved the time to the end of 2023 now. Advertising agencies have been using cookies to attract target audiences. It means that they digitally cling to supposed consumers when they visit other websites.

It happens to all of us. We buy shoes and suddenly every other ad pop-up we see on our screens is selling shoes. The culprit is cookies. Usually, the advertising firm doesn’t own the site you first visited. In that case, cookies are third-party cookies. It means that the site’s owner permitted advertisers to place cookies on their site.

PPC management companiesshould estimate the consequences for their client’s businesses. And then figure out a solution enough for them to keep running online advertising campaigns after 2023.

Traditional online advertising and monetization methods will become less successful. Or they might become fully useless. Undoubtedly, this announcement is going to affect businesses. However, it may impact different people in different ways.

We will talk about why third-party cookies are canceled. Plus, we will describe things PPC management companieswill have to do now to make sure that these changes don’t decrease their ROI on adverts. But first, we will talk about what are cookies.

What Are Cookies?

Cookies refer to small files with little bits of data– such as a username and password– forwarded to the browser from the website a user visits. These small files keep an eye on their site visits and where they click on a certain site. These cookies, also called HTTP cookies are saved on a user’s web browser when they land on a website.

Suppose you land on a shopping website. You click some dress and shoe items and add some of them to your shopping bag/cart. You also have visited the same online store many times before and bought products.

Now, all this information will be saved in cookies. Businesses use them to keep track of all your shopping information on their site. Cookies can be categorized as first-party cookies and third-party cookies.

Brands have been using third-party cookies to gain data about their site’s visitors. And they have used this information to show adverts to their target customers. The biggest advantage of cookies was for pay-per-click ad managers. Cookies enabled them to keep tabs on the users’ search queries online within a specific web browser and not just on the site on which the third-party cookies had been kept.

Many people cancel the third-party cookies now as their trust in businesses is declining constantly. The third-party cookies don’t permit people to decide on places and methods in which their PII ( personally identifiable information) is used.

Consumers now advocate for increased privacy. They want more transparency, control, and choice over how their information is utilized.

User Privacy Boosts with Cookies Ending

This all started in 2018 when user privacy started gaining more importance. Eventually, the headlines broke out that cookies have to go. Then, the marketing, legal and scientific landscapes started changing tremendously.

No doubt, most businesses set out on an ever-evolving privacy regulation plan. They keep adjusting it to the viewpoint of the platform, users, and marketers.

Now, platforms and organizations have more knowledge of industry best practices that used to be close secrets once. It’s their duty to review their marketing techniques from A to Z. This will help them to adapt to the new ever-changing online world.

Additionally, there are tremendous changes in the full privacy arena. Tech giants and privacy regulation authorities are trying to modify the old roadmap as well as the whole industry together.

So, keep abreast of new changes in the industry if you are a company that provides the best SEO services in Dubaiand paid ad services. This constantly changing ecosystem is powered by innovation, data, and a newfound sense of responsibility toward the users.

What to Expect with the Ending of Third-party Cookies?

Industry experts believe that we need to envision the internet after the cookies are gone. They argue that advertisers aren’t prepared for it until now. According to an IAB study survey, 67 percent of participants said they were ready for post-cookies times. While 45 percent said they couldn’t target prospective customers without cookies.

People don’t even know that in cookie-free times, they won’t have a solid method to target their ideal consumers. Then, how can the same people claim that they will be able to handle advertising even with cookies gone? Because the system isn’t even ready to inform you about the supposed future.

People have a decreased sense of urgency for a cookie-free future. We need to make efforts to educate the advertising sector about possible substitutes. And we must craft some principles mutually for the upcoming times. The most important thing is to test out those alternatives to find out the realistic options.

Brands should tell customers about the adjustment between benefitting from convenient access and breadth of range in free online content that asks for profits to support it.

On top of that, industry gurus think that there won’t possibly be a single meta-framework in the future. Instead, a portfolio of solutions is likely to emerge. Marketers will highly leverage their first-party data from visitors landing directly on their pages. And then they will partner with other marketing firms to share information with each other.

However, organizations will have to balance the requirement for customer buy-in. And this process will be as complicated as it is now even after collecting all that data. Some firms are working on identity solutions and sights for their organization for the time after we bid farewell to cookies.

The end of cookies is a huge step toward a privacy-friendly online world at least at a meta-level. Paid ad marketers should be ready to see some changes. These include targeting capabilities, ID resolution, frequency and reach tracking, scam identification, and insight measurement.

Moreover, advertisers will find it more complicated to merge various IDs across many different platforms. They will have to put more time into monitoring the conversion journey of users. Still, these modifications only have one goal — to make online spaces as secure as possible.

How Does the End of Cookies Affect the Google Ad Marketers?

We are coming closer to a cookie-free world. So, paid search marketers are seeing high competition in the industry. Google has said that it will include anonymous browsing which ironically includes topics API.

Resultingly, it immensely enhances targeting and makes an in-depth and aggregated report. Organizations can monitor how their google ads are performing using this report. It also helps in preventing a certain kind of spam that includes trusting a token API.

An Advertising data agency conducted an industry survey. It found out that 69 percent of ad agencies think their ads will start performing badly when we say goodbye to cookies. Don’t you think this view of the future is extremely worrying?

Privacy regulation laws like GDPR and the CCPA have largely restricted the utilization of consumer data. These data security laws have compelled web browsing firms to slowly say goodbye to HTTP cookies currently residing in their electronic targeting tools. Apple and Mozilla Corporation have updated their browsers Safari and Firefox. And 2023 will see Google Chrome updated too.

PPC Marketing in the Future without Cookies

Are you an online business/brand or a PPC marketing company?Then, begin planning before we see the end of third-party cookies fully. Marketers will have to find new strategies to target customers for Google ads. Everything will be changed including affinity, remarketing, and in-market customer targeting such as Text adverts, shopping, YouTube, and Display.

PPC and SEO agency need to come up with smart tactics otherwise, ending cookies will affect campaign performances. As a result, they may lose net profit if they don’t adapt sooner.

Can businesses adjust to this new scenario and still keep getting the same old net profits from their Google Ads? Yes, The solution is a robust cookie-less plan.

Successful companies in the online advertising space are creating ways to identify audiences based on their permission parameters. These companies include Lotame, LiveRamp, and The Trade Desk.

Smart Tips and Tricks to Craft a Solid Cookie-free PPC Advertising Plan

Let’s discuss how organizations can make powerful PPC advertising campaigns that work without cookies.

1- Make A PPC Strategy

Collaborate and strategize closely with your in-house salary team orPPC management company. Every employee must know their responsibility to avoid any disruption in the processes.

Additionally, use a media tactic built around first-party data and users with shared qualities. Leverage this media strategy to fulfill your KPIs.

2- Evaluate your Monitoring

The suitable following should stay undisturbed on your website to increase the validity of data across main media platforms. And there should be many methods to do this. Your team should re-evaluate your existing tracking and perform a tracking audit fully.

3- Use AI Technology

Use artificial intelligence to target groups of people instead of individuals. You should try to increase consumers’ trust and address their privacy concerns. How? Show them your clients’ satisfaction by using an open-source audit and a transparent data consensus.

4- Use AI-driven Bidding

AI-powered bidding checks which search queries and trends result in higher conversion rates by assessing search information. Then, an AI-based tool sets the optimum bids instantly, optimizes your ad spend, and improves your return on investment.

Powered by AI, Google’s Smart Bidding technology offers bid strategies by monitoring conversions. Hence, you can choose targeted bids for all auctions in which you have submitted your advertising.

Put simply, businesses can get more steady results without second-guessing everything. The smart bidding feature enables Google to decide on bids automatically. This is based on data regarding operating system, current location, machine, remarketing list, enabled languages, and any other solid details.

5- Redefine Key Performance Indicators

KPIs monitor performance toward PPC ad campaign targets which means that the effectiveness of your ad campaign is usually determined by the metrics you are using.

You should see the KPIs you are measuring and adapt them to your brand’s goals when running ads without cookies. For instance, you may need to give more importance to conversion rates. Re-assess, modify and leverage your key performance indicators. It will help you modify your marketing strategies in the new cookie-free online world.


The news of cookies ending was very much anticipated and welcomed. In other words, we will soon see a world of PPC advertising without any cookies. Credible Google shopping companies will need to change their ways. A cookie-less industry means that their ways of putting together, handling, and assessing PPC campaigns might be turned upside down.

Marketers have to prepare for the time when third-party cookies will be canceled. Though we have less than a year to prepare, there is no reason to be anxious. Your core job is to calculate the ramifications for your brand and work out a solution that will allow you to continue online marketing planning after 2023. We can say one thing with utmost surety. The paid ad industry will have to go through plenty of tests and learning phases.

The Author

Asad Taqvi is a UAE-based editor and journalist. He's always been a communicator by soul, hoping to inspire others through his skills and thoughts. He's passionate about all thing’s creativity, music, nature, and books/movies, and he's brilliantly imaginative in filling out the specifics of the innovation processes and design thinking.

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