DECEMBER -2022MARTECHOUTLOOK.COM19By Joshua Peacher, Chief Brand Officer and Christine Lorusso, Director of Digital Marketing Firebirds Wood Fired GrillFIREBIRDS WOOD FIRED GRILL EDITORIAL FOR CIOREVIEW MAGAZINE MARKETING IN A PRIVACY COMPLIANT WORLDGoogle is phasing out third-party cookies by 2024. Could you elaborate on the challenges in this regard?Firebirds Wood Fired Grill relies on third-party cookies from search engines like Google to help determine our target audience and optimize advertisements for prospective guests. Organic search accounts for 50 percent of our annual website traffic, with Google accounting for 93 percent of that. The prospect of losing third-party cookie data by 2024 is detrimental and will have a significant impact on our digital marketing strategy.Although we are aware of Google's updates, we are unaware of the potential impact this will have on advertisers like us. This is where first-party owned data will be extremely useful to Firebirds as a brand.Google is currently testing its privacy sandbox, which should be available in the third quarter of 2023. Google believes this will pave the way for an approach that will ensure the web's continued viability without relying on cross-site tracking. This news gives us hope that we will be able to solve the puzzle without losing too much information or hampering consumer privacy.What are your thoughts on the iOS 14 update and its impact on digital marketing?We see the strongest ROI through our social ads. The limitations on third-party data that came with the iOS 14 update are a setback for Facebook's ad platform and have raised concerns in two major areas: optimization and data measurement. According to recent reports, advertisers will see a 20 percent to 50 percent increase in CPA, which is a challenge for Firebirds because we strive to keep our CPA low while consistently producing a strong ROI.How do you plan to overcome these challenges?Upon hearing this news, Firebirds began testing until we found a new approach that would allow us to maintain the same CPA levels prior to the iOS update. In 2022, the average click-through rate (CTR) is 0.90 percent. We're pleased to share that our current average is 3.88 percent, with our all-time CTR, which Joshua PeacherCXO INSIGHTS
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