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PPC Advertising: What You Need to Know

PPC advertisers need to get ready with third-party cookies retiring soon

As a guide, you can do the following steps:

  1. Take advantage of other strategies like using Google Tag and directly uploading audience data.  
  2. Do first-party audience targeting using Google and Microsoft Customer Match, as well as Google Analytics 4.
  3. Apply audience expansion tactics. 
  4. Use “Topics API” (still on beta testing).
  5. Begin creating a first-party PPC audience framework. 

Source: https://searchengineland.com/ppc-guide-privacy-focused-audience-targeting-387616

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