Comment cibler les audiences avec Google Ads : un guide étape par étape

How to target audiences with Google Ads: a step-by-step guide

Google Ads is a great tool to target potential customers with relevant ads. It allows you to restrict your advertising efforts to specific audiences based on a number of factors, including their age, gender and interests. This article explains how to use Google Ads to target specific audiences with your ads. With Google Ads, you can target specific audiences by creating ads that only appeal to users who meet certain criteria. These targeting options are known as “audience categories” and allow advertisers to reach specific groups of people. This article discusses the benefits of using audience categories with Google Ads and how you can use them to target distinct groups of people. If you’re ready, let’s go!

What are audience categories in Google Ads?

Audience categories are types of people who are likely to be interested in your product or service. These are your potential customers. So you can create ads that interest them. With Google Ads, you can target specific audiences by creating ads that only appeal to users who meet certain criteria. These targeting options are called “audience categories” and allow advertisers to reach specific groups of people. Audience categories are a quick and easy way to reach your potential customers. It is important to choose your audience wisely, as this can make or break your Google Ads campaign.

Why focus on audience categories?

The beauty of Google Ads lies in its ability to target specific audiences. You can focus your efforts on the people most likely to buy your product, increasing your chances of success. When you create your ads, you have the ability to target your audience by age, gender and interests. Google Ads uses this information to serve your ads to the users most likely to respond. You can also include negative keywords in your ad campaign to avoid showing your ads to people who are not likely to buy from you. This gives you the ability to focus your campaign on the people you want to reach, while removing unnecessary distractions.

How to find and select your audience category?

By finding the right audience category for your ads, you’ll be able to reach the people most likely to buy from you. Before you can select an audience category, it is important to identify your target audience. To do this, you can ask yourself a few questions, including the following: – Who is likely to buy your product or service? – What factors might influence their purchase decision? – What are their pain points? The more you know about your target audience, the easier it will be to find the best audience category for your campaign. Once you have identified your audience, you can use Google Ads to select an audience category. To do this, click on the “Audiences” tab in your campaign dashboard and select “Create an audience” under “Audience options”. – From there, you can select an audience based on the following factors: Age, Gender, Language, Interests and Behaviors.

Age-based targeting

Age-based targeting allows you to target your ads to people in a specific age range. For example, if you sell children’s toys, you can target your campaign to parents in their 30s and 40s, who probably have children at home. You can choose from five different age groups: 18-24, 25-34, 35-44, 45-54 and 55+. You can choose an upper or lower age range to focus your campaign on specific age groups. Keep in mind that Google Ads cannot know the exact age of your users. Your ads may therefore be shown to people outside the specified age range.

Targeting by gender

Gender targeting allows you to target your ads to men or women, regardless of their age. For example, if you run a women’s clothing store, you can advertise to women only, regardless of age. While targeting by gender may seem simple, keep in mind that Google cannot know the gender of every user, so your ads may be shown to both men and women.

Targeting by interests

Interest-based targeting allows you to deliver your ads to people who have expressed an interest in certain topics. This can be a great way to reach customers who are actively looking for your product or service. Google uses a variety of sources to determine an individual’s interests, including websites visited, articles read, and videos watched online. There are six interest categories you can target with Google Ads: Arts & Entertainment, Books & Publishing, Celebrities & Entertainment, Games & Apps, General Interest, and People & Blogs. You can also select multiple areas of interest to narrow your audience, which is especially useful if your product or service is broad.

Targeting by household

If you are targeting Canadian buyers, you can also focus your campaign on people based on their home address. This targeting option is known as “Household Targeting” and allows you to show your ads to people based on their zip code. If you sell products or services to Canadians, this option can help you reach people in your own backyard.

Conclusion

Google Ads offers great targeting options to help you reach your potential customers. Whether you want to focus your campaign on a specific age group, gender or interests, you can tailor your ads to reach the people most likely to buy from you. Using these audience categories will help you reach more potential customers, which will increase your chances of success with Google Ads. Are you ready to get started? Excellent! This article has given you an overview of audience categories, how to find the best audience for your campaign and how to select your categories. Now it’s time to get to work.

Comment faire de la publicité sur Google avec le suivi des conversions ?

How to advertise on Google with conversion tracking?

When you think of Internet advertising, the first image that comes to mind is Google Ads. Yes, you heard me right! Google has now made it easier for advertisers to advertise their business with a tool called Google AdWords. The more the better! However, if you think it is impossible that other search engines will give you as much space and time as Google Ads, think again! It’s not easy to compete with the world’s leading search engine, but it’s not impossible either. The best thing about Google is that it allows advertisers to easily track their ad conversions so they know how many people clicked on their ads and converted into customers.

What is Google Ads?

Google’s ad platform allows you to create different types of ads to attract more people to your website. These ads are called “Google ads”. These ads are placed on Google’s network of websites called the “Display Network”. The main objective of these ads is to get you as many clicks as possible. When someone clicks on your ad, you want them to go to your website and become a customer. Your ads will be served on the Google search network and on Google’s own network of websites called the “Search Network”. These ads will appear on Google’s own network of websites like Google, Search Engine Land, Google+ pages, YouTube, etc.

How to advertise on Google with conversion tracking?

Google Ads is the best way to launch your online business. You can place ads on Google and have them appear on other websites as well. The advantage of Google AdWords is that you can easily track the number of people who click on your ads and convert into customers. Advertisers can use conversion tracking to see how many people clicked on their ad and converted to customers. If you want to track conversions on your ads, the first thing you need to do is create an account on Google Ads. Next, you will need to enable conversion tracking for your ads. To do this, go to your settings and click on the “Manage Ads” option. From there, you can select the type of ads you want to target and the language you want to use for your ads. Next, you need to set up your landing page for your ads. You can create landing pages with the Google interface. Once you have completed these steps, you are ready to launch your advertising campaign with Google Ads!

Main features of Google AdWords

– Targeting –

Google Ads allows you to reach a specific audience based on their interests. For example, you can target millennials who are passionate about travel or sports.

– Interaction –

You can choose the type of ads you want to start your campaign with. There are different ad formats ranging from text ads to image ads. Interaction is important because it will affect your interest metrics and the number of people who will click on your ad.

– Quality score –

The quality score is an algorithm that determines the usefulness of your ad. It will also determine how many people will click on your ad and convert into customers. If your ad quality score is high, more people will be likely to click on your ads.

– Organic results –

When someone types a query into Google, the page that appears is called organic results. You can target these results to display your ads. This feature will help you get more clicks and conversions on your ads.

– Placement –

Google Ads also allows advertisers to choose the placement of their ads. There are different types of investments, such as the standard investment and the thematic investment. The location on Google is determined by many factors.

How to configure Google Ads for conversion tracking?

First of all, you need to create an account in Google Ads. You will be prompted to create an account if you visit the website. From there, you can create a campaign and upload your ad. You will also be able to set up a landing page that will link to your website. Once the configuration is complete, you can go back and launch your campaign. Next, you need to enable conversion tracking for your ads. To do this, go to “manage ads” and click on “configure conversion tracking”. You will be asked to select the type of ads you want to target. Next, you will be asked to select your landing page.

Advantages of Google Ads

– Quality score –

The quality score of your ad is a ranking factor that will influence how many people will click on your ads and get their attention.

– Conversion rate –

The higher the conversion rate of your ad, the better Google Ads will judge your campaign.

– Interaction –

You will be able to see how many times your ad is clicked, how long it stays displayed and how many people convert to customers.

– Clicks –

Clicks are the number of people who click on your ad and go to your website. This measure tells you how effective your advertising is.

– CTR –

Click-through rate is the number of people who clicked on your ad and went to your website from Google, Search Engine Land or other websites. This measure tells you how many people are affected.

How do you know if your ad is being shown?

You will receive an email notification when someone visits your ad. This email will include information about the IP address and timestamp of the person who clicked on your ad. You can also view your ad performance report to see who clicked on your ad. You can see the date, time and location of the person who clicked on your ad. You will also be able to see the URL she clicked on.

FAQs

When should you start advertising with Google?

Starting now! You can start advertising with Google right away and get immediate results. You can also start today with Google AdWords and track your results.

How much should you spend to advertise with Google?

It depends on the type of traffic you want to get. You can start with $100 per month. Google ads are not working for my business/website.

How is this possible?

You need to make sure that your website is properly optimized for Google. You also don’t have to worry about your site being too old. Google prefers new sites with fresh content. Google ads slow down my website.

What should I do?

You need to make sure that your website is properly optimized for Google’s robots. You also need to make sure that your website has enough resources. Google ads are displayed for keywords that are not related to my website.

How is this possible?

You need to make sure that you are targeting the right keywords that are relevant to your business. Google ads do not target my competitors or the websites I want to be seen on.

What can I do about it?

You need to make sure you are targeting the right keywords related to your business. Don’t hesitate to contact me if you have any questions about Google Ads.

What are Google Ad Grants? The 7 things to know before starting.

With Google Ad Grants , Google offers charities and nonprofits the opportunity to place free ads through Google Ads. However, in January 2018, Google tightened the terms of the Google Ad Grants program. This is because Google wanted to improve ad quality and avoid unmanaged accounts. Some organizations abused the possibilities offered until then. Controls being at the time less frequent and more lax. Because by definition, an association with no mercantile objective has no money to invest in advertising either, and even less in an Ad Grants expert. That’s the theory. Since then things have changed a lot.

Benefits of Google Ad Grants

The Ad Grants program is designed to help nonprofits communicate online for free. With the support of Google, this allows organizations to draw more attention to their interests and the causes they support. They can thus generate more traffic, disseminate more information with greater visibility, reach more volunteers and therefore collect more donations.

NGOs can benefit from the following advantages:

  • a budget of $10,000 per month to run ads, or $329/day (around €270/day);
  • all features of Google Ads can be used (search network only, but the interface is not restricted);
  • automatic campaign management when using Google Ads Express;
  • the ads placed can be precisely analyzed and optimized accordingly using Google Analytics and conversion tracking, just like standard Google Ads campaigns.

Who can use Google Ad Grants?

Google Ad Grants is for charities, aid organizations, and nonprofits only. This is a restricted version of Google Ads that these institutions can use for free.

Google offers the Google Ad Grants program only to charities that meet the eligibility requirements and adhere to Google’s policies and terms of service. So far, no wonder.

It does not support companies whose content is associated with hatred, intolerance, discrimination or violence. Specifically, ads may not include topics hostile to ethnicity, religion, disability, age, nationality, sexual orientation, gender, or similar characteristics. Any form of exclusion is strictly prohibited.

Entry will be reviewed by Google and accepted or rejected in accordance with these eligibility criteria. Google also reserves the right to automatically block an existing entry at any time without notice.

Government entities, hospitals or other healthcare organizations, schools, educational institutions and universities cannot apply to participate in Google Ad Grants. However, charitable departments of educational institutions can participate.

The basic conditions for joining the Ad Grants association program

Any nonprofit or charity must ensure that they meet the following criteria in order to partner with Google under the Ad Grants for nonprofit program.

First, interested parties must register with Google for Non-Profits and apply to be classified as a nonprofit. Each available country has its own definitions regarding nonprofit status.

Each organization must be verified as a nonprofit organization by TechSoup or a local TechSoup partner. For France, it ‘s Solidatech .

  • the requirements of the country concerned must be complied with;
  • it is mandatory to provide information on the organization’s website regarding their respective purposes;
  • the organization must agree to the equal treatment and use of donation certificates provided and required by Google.

A detailed overview of Google’s program membership requirements can be found here .

Guidelines for eligibility in France to create a Google Ad Grants for nonprofits account

French organizations must be registered with Solidatech, TechSoup’s regional representative, to be eligible.

The Ad Subsidies activation process can take up to five business days. You don’t need an existing Google Ads account; upon activation, a Google Ad Grants account will be created for you.

Step 1 :

  1. sign up for Google for Nonprofits. To register, you can follow the instructions, you will need to confirm your email address and you may be asked to provide additional information. Requests are usually processed in 2-14 business days. You can check the progress of your request at any time in your account.
  2. click Enable Google Advertising Subsidies.
  3. you will get a link to an eligibility form, click on it and fill out the form. It will take you about 20 minutes. This information is not only used to determine eligibility, but also to optimize your account settings.

2nd step :

  1. back to Google’s page for nonprofits.
  2. click Enable Google Advertising Subsidies.
  3. confirm that you have completed the eligibility form.
  4. submit an activation request.

Once Google has reviewed the application and approved your request, you will be prompted to access the Google Ad Grants account that has been created for you. To do this, you will receive an e-mail in the inbox you have specified. You’ll then need to agree to the billing terms before you can start serving ads. When you log in to your account, you can follow the instructions again to accept the terms of service.

Structure and optimization of Ad Grants accounts

Google has several content and structure guidelines in place to help charities target the right audience. Ad targeting specifically helps organizations make a positive impression on potential leads.

  1. all campaigns must have a location reference.
  2. each campaign must have at least two active ad groups, each with at least two active ads.
  3. at least two sitelinks must be added to the account as ad extensions.
  4. no keyword can be used alone. This means that there are no keywords that only consist of one word. Exceptions are the organization’s brand name, medical terms, or words from this Google whitelist.
  5. adjustments should be made every 90 days to improve performance.
  6. only relevant content can be promoted. Use for commercial services or products is prohibited.
  7. the placement of Google AdSense ads or the use of affiliate links on the organization’s website is also prohibited.
  8. the website must be secured with HTTPS and adhere to the website guidelines for advertising subsidies.
  9. only text ads are allowed, no images, videos or shopping ads can be served through the Google Ad Grants account.
  10. if you are using the “Maximize Conversions” bid strategy, then the CPC is allowed to be greater than $2.00. This was not possible before the update of the terms of service.
  11. the domain used must also be the website used for registration, must also be owned by the organization, and must not contain invalid links.

Failure to follow these guidelines will result in account suspension by Google . However, it is possible to reactivate a previously suspended account.

In the event of a blockage, it makes sense to ask Google Support directly about the reason for the blockage. In principle, you will be informed before the blocking action that it could be imminent. After verifying that all account requirements have been met, the account may be subject to further review. However, this may take a few days.

Account performance

Ads and keywords must have a certain performance quality. The keyword quality factor, which is made up of click-through rate, ad relevance, and user experience on the landing page, should not be less than 3 out of 10. The account’s total click-through rate must be at least 5%.

Tips for Success with Google Ad Grants

Google provides personalized advice in each account through notifications that users are encouraged to follow.

Structure your account

The clear organization of the account is relevant for the overview of the account. With a good overview, it is easier to track results and negative influencing factors manifest themselves more quickly. In a granular ad structure, ad texts and keywords can be tailored to groups. It makes sense to include the keywords in the texts or in the URL.

Place effective ads

The use of different advertising texts helps to gauge success. Ads can be rotated and the most promising are then ranked in order of priority. Effective ads also include the use of ad extensions.

Choose appropriate keywords

To reach the target audience, it is important to find the right keywords.

It is also an influential factor to actually remove all keywords. Even among paused keywords. Researching new keywords can replace unique keywords that have been dropped. In many cases, it makes sense to avoid general keywords.

Increase the quality factor

Regularly check the quality factor and remove items with a quality factor below 3/10. You can also use tools that automatically measure the quality factor and directly remove elements whose quality factor is too low.

Use conversion tracking and Google Analytics

Conversion tracking allows you to observe exactly what the user does after seeing or clicking on an ad. By analyzing the data in detail, you can determine which metrics are most likely to drive a conversion.

Set rules

With a rule that the click-through rate of campaigns should not be less than 5%, you can set automatic notifications in your account that will be sent to you as soon as this is the case. Rules allow you to track certain topics efficiently.

Conclusion

With the new terms of service, Google is requiring more intensive engagement with nonprofit accounts. In order to meet the new requirements, organizations will need to put more emphasis on the success of their ads so as not to lose their eligibility for this fundraising program.

Ultimately, this not only means more clicks for Google, but also more visibility and effectiveness for organizations’ ads and for their nonprofit purposes. The goal is no longer just to increase reach, but also to improve the quality of traffic to organizations’ websites, which, as experience has shown, can lead to more conversions.

For charities and nonprofits, the Google-funded donation budget for ad placement is a promising aid and chance to achieve their own goals.

Do you have questions, comments or suggestions about Google AdGrants? Do not hesitate to contact me ! If you have any other questions about Google Ads or Google Shopping outside of this post, feel free to contact me directly by phone or email.

The 5 Best WordPress GDPR Cookie Plugins in 2022

Do you want to legally secure your WordPress site with a cookie plugin? Or you don’t know if you need a cookie plugin?

Then you’ve come to the right place!

In this article, I’ll introduce you to the 5 best cookie plugins for WordPress (new thing: CookieYes!) and tell you what types of cookie plugins exist and what you need for your website.

In addition, I have summarized an overview of the current legal situation below.

Disclaimer: This blog post is not legal advice! In the course of my work, I have dealt extensively with applicable data protection regulations and GDPR, but I am neither a lawyer nor a privacy expert. Accordingly, I cannot assume any responsibility for the completeness, timeliness and accuracy of the content I provide.

1. Borlabs cookie

Price: €39 for 1 website, €59 for 2 websites, €149 for 25 websites and €299 for 99 websites (includes 1 year of support and updates)

Cookie Borlabs is the best cookie plugin for WordPress on the market.

It offers the most options and the best overall package of plugins.

Borlabs is not a simple cookie indication plugin, but not a registration solution (also called Consent Cookie Plugin).

For example, Facebook Pixel, Google Analytics or Matomo (formerly Piwik) will only be loaded with Borlabs Cookie after the user’s explicit consent.

With Borlabs Cookie version 2, you can create different cookie groups, into which you can divide your code or scripts.

The membership request with the created cookie groups is loaded directly when a website is called.

You can change colors, display position, font, font size, logo, animation and all texts.

But that’s not all !

Borlabs Cookie also adds a (very good!) built-in content blocker to WordPress.

As a result, YouTube and Vimeo videos, Facebook posts, Google Maps and the like are only loaded after a button click. Instead of content, an image preview is displayed with a button.

With the latest version of Borlabs Cookie, I usually get over 90% follow-up in my blogs , which is really good value for money.

Borlabs Cookie has only two minor drawbacks, which should not be ignored here:

Since version 2.0, the payment model has changed from a one-time payment to an annual price. However, given the work required to support and develop a plugin, I find it entirely justified.

Also, Borlabs Cookie does not yet work with some third-party plugins, such as: B. Google Analytics by MonsterInsights or WP Google Map Plugin ,

However, a script blocker that should solve the problem exists and comes with version 2.1 of Borlabs Cookie.

Benefits

  • 100% compatible with Gutenberg editor
  • Lots of customization and adjustment options
  • chic design of the Opt-In-Box
  • Two-click solution for embedded content (e.g. from YouTube, Google Maps, Instagram, Twitter or Vimeo)
  • Shortcode to block any content and make it available after click
  • Works with the most popular caching plugins
  • Opt-in statistics in the dashboard
  • Management of individual cookies and groups of cookies
  • works with multilingual websites (WPML or Polylang)
  • Very good support (also in German, because the developer is from Germany)
  • Constant development
  • Clear plug-in settings that can also be used at any time

Disadvantages

  • No one-time price but annual
  • Not yet compatible with some scripts for Scripeinbindung, should be significantly improved with version 2.1, however
  • Information about cookies and related scripts must be stored manually in settings (there are templates for common cookies and scripts)

Buy BorLabs Cookies

2. Cookiebot

Price: Free for a domain of less than 100 pages, €9 per domain per month with less than 500 pages, €21 per domain per month with less than 5,000 pages, €37 per domain per month with more than 5,000 pages

Cookiebot is a very interesting cookie plugin based on a different concept from Borlabs Cookie.

It automatically scans your website for cookies!

It automatically divides many cookies into different categories, which can then be selected or deselected by visitors upon opt-in:

Cookiebot’s unknown cookies can be manually classified into categories:

When you visit your website, all cookies found by the cookie bot are automatically blocked and are not set until the user agrees:

In short:

With Cookiebot, you don’t have to manually paste your existing scripts into the plugin like with other cookie plugins!

But despite its innovative concept, the plugin is only in second place.

Because it shows significant weaknesses in content blocker:

First, it cannot block as much content as Borlabs Cookie. Second, Cookiebot only displays placeholder placeholder text instead of blocked content, which unfortunately cannot be customized:

Also, the bot cookie is loaded via an external, not local, script, which I personally don’t find particularly privacy-friendly.

What bothers me the most, however, is the pricing model, based on the number of subpages on a website:

For €9 per month (or €108 per year), you get 499 pages. Sounds a lot, but it’s not. This includes not only posts or pages in WordPress, but also custom post types, tags, categories, taxonomies, pagination pages, or even media pages (if you didn’t redirect the media file ).

In other words, most WordPress blogs or sites that have been around for a while are likely to fall into the next higher rate, at €21 per month (€252 per year, up to 4,999 subpages).

It’s more than 8 times more expensive per year than Borlabs Cookie.

Benefits

  • easy installation
  • for websites up to 100 pages free
  • automatic cookie analysis, where all cookies from your website are collected and classified
  • all scripts and external resources can be included as they are linked, and do not need to be moved to the plugin (as is the case with Borlabs Cookie or DSGVO Pixelmate)
  • compatible with many third-party plugins, such as Google Analytics, Optinmonster, Google Analytics Dashboard for WP (GADWP), AddThis, Jetpack or AddToAny
  • Compatible with any website, not just WordPress
  • has a content blocker to block embedded content

Disadvantages

  • requires the creation of a user account with the most parameters
  • Cookiebot requires loading an external script
  • Content Blocker does not block all external resources
  • Content Blocker only blocks cookies from external resources, but not the entire connection (i.e. IP addresses are still sent to external services).
  • Content Blocker doesn’t offer pretty placeholders

3. DGSVO Pixelmator

Price: €39 for one website, €89 for 3 websites, €199 for 10 websites, €349 for any number of websites (all prices are unique)

GDPR Pixelmator  is also a very good plugin.

It is mainly intended to integrate Google Analytics and Facebook Pixel into its own privacy-respecting website.

It’s quick and easy because you don’t have to include the full tracking code.

Google Tracking ID or Facebook Pixel ID is enough:

You can configure the plugin as both opt-out and opt-in:

Additionally, Google Tag Manager and any other scripts can be integrated:

Like Borlabs Cookie, DSGVO Pixelmate has an option to block external resources and make them available after click. So far, unfortunately, it only works for YouTube, Vimeo, Google Maps and Twitter.

An embedded Vimeo video looks like this:

Overall, DSGVO Pixelmate is a quick and easy way to integrate an opt-in into your website.

Big advantage over Borlabs Cookie and Cookiebot:

It costs €39 once and you don’t have to complete a monthly or annual subscription.

However, it fails to keep up with the functionality of Borlabs Cookie or Cookiebot, which is why it is only in third place in my ranking.

Benefits

  • Choice between opt-in and opt-out
  • easy to use
  • easy integration of Google Analytics and Facebook Pixel
  • Individually customizable cookie banner appearance
  • can block external resources
  • single price, no annual or monthly subscription
  • own Facebook group where you can ask questions

Disadvantages

  • No turnout stats
  • No blocking of the entire screen possible (e.g. with a black background)
  • No shortcode to block external resources
  • currently only supports blocking YouTube, Vimeo, Twitter and Google Maps (no other embedded content such as Instagram, Facebook posts or iframes will be blocked)
  • Appearance of non-customizable content blocker
  • Few advanced settings
  • Not very well suited for handling many external scripts or cookies (this is best for Borlabs Cookie groups of cookies)
  • No easy cookie consent reset
  • Plugin is not actively developed

4. Cookie notification for GDPR from dfactory

Price: free

Cookie Notification for GDPR is by far the most popular free cookie plugin with over 1 million downloads.

You can either use it as a simple cookie hint (to inform users about cookies) or as an opt-in.

For the opt-in, you can enter scripts in the plugin settings, which are then loaded after accepting cookies:

In addition, the cookie notice for GDPR still offers additional settings, eg. For example, for cookie banner design, tip and button text or cookie runtime:

It is particularly useful for private websites or smaller blogs that only use one or two scripts that set cookies.

Unfortunately, it does not offer advanced settings options. Even a content blocker, like other cookie plugins, is not included.

Official site

Benefits

  • Totally free
  • Use as possible opt-in
  • Customizable design and position on screen
  • Gives the option to revoke cookies after

Disadvantages

  • No support (WordPress support forum questions are generally not answered)
  • Few settings options
  • No built-in content blocker
  • Updated only at irregular intervals
  • stale design

5. CookieYes from WebToffee

The full name of the plugin is CookieYes GDPR Cookie Consent & Compliance Notice , which already indicates that the plugin covers quite a bit.

The free version of the plugin allows you to add a cookie banner to your website. The banner informs users that you use cookies. The various cookies are only placed if visitors consent to them.

However, it is not possible to set your own preferences with the plugin (at least not in the free version).

I deployed it on 2 sites to see what happens. So far, no big difficulties to configure it.

Here is a clickable comparison chart:

Types of banners

There are three types of cookie banners which treat cookies differently:

Single cookie notification

Here is a simple banner informing you that cookies are used on your website.

You can simply click on the banner without affecting the configuration of cookies.

opt-in

An opt-in is the most privacy-friendly type of cookie banner.

Cookies are only installed if the user has explicitly consented.

Unsubscribe

Externally, the opt-out often differs little from an opt-in.

Nevertheless, its operation differs significantly:

Because, with opt-out cookies and associated scripts already by calling the loaded website .

By clicking on refuse the user then has the possibility of opposing the configuration of the cookie thereafter.

Is the acceptance of cookies mandatory?

The legal situation regarding the processing of cookies in France was spongy for years.

Clarity was to be adopted by the European Parliament in 2009 Directive 2009/136 / EC (Cookie Policy) in which an acceptance of cookies is required.

However, this directive was never transposed into German law, which created a legal gray area in this country.

Those who hoped that the DSGVO (General Data Protection Regulation), implemented in the European Union since May 25, 2018, would provide legal certainty in this regard have once again been disappointed.

Because strong Recital 30 of the GDPR Cookies as well as IP addresses can be personal data, their processing is also not clearly regulated.

Because as a legal basis for the use of cookies, both Article 6, lit. a GDPR (explicit consent, e.g. via a cookie plugin) as well Article 6, lit. f DSGVO (legitimate interest on the part of the site operator) are called into question.

This left the question unanswered:

Which cookies require acceptance?

However, this is no longer the case since two judgments of the European Court of Justice (ECJ) of July and October 2019, respectively.

As regards the authorization referred to in Article 2(h) and 7(a) of Directive 95/46, it must be declared before the data of the data subject is collected and disclosed by transfer. Therefore, it is up to the website operator and not the provider of the social plug-in to obtain such consent, as the processing of personal data is triggered by a visitor who calls up this website.

Which cookies are technically necessary and which are not?

Marketing and statistics cookies are not necessarily technically necessary and therefore require consent.

In addition to these cookies, there are other types of cookies which are not affected in the same way by the judgments of the ECJ. Article 5, paragraph 3 of the 2002 “privacy and electronic communications” directive:

This does not preclude technical storage or access if the sole purpose is to facilitate or facilitate the transmission of a message over an electronic communications network or, where applicable, to provide a service of the company of the information expressly requested by the subscriber or user. provide.

In other words:

  • Cookies to store cookie settings (sort of logical, right?)
  • Cookies to hide pop-ups or banners
  • Cookies to save font size or language chosen
  • Session cookies (Cookies deleted when closing the browser, for example to save a shopping cart)

But here, too, the legal situation is not entirely clear.

For simplicity :

For cookies for which you do not know whether they are technically necessary or not, obtain consent.

FAQs

Here are some common questions and answers about cookie plugins and cookies in general:

What cookies are set by WordPress?

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Influencer marketing: advantages and disadvantages

The social web offers almost endless possibilities, many users are addressed daily through channels such as YouTube, Instagram, Snapchat and others.

People with multi-digit follower counts enjoy a high reputation and especially among users. Due to their huge online reach and the influence (“influencer”) they exert on their followers, they have long since become interesting for marketing.

When choosing potential influencers for your own business, however, you need to be careful. The appropriate influencing factor should be chosen carefully and wisely. The following questions should be asked:

  • Does the influence correspond to my own product or my own brand ?
  • Is its audience an interesting target group for my own marketing strategy?
  • Is the primary influencer channel right for my target audience?

Snapchat, for example, is mainly aimed at 16 to 24 year olds, blogging is also aimed at older people, Instagram is used more for fashion and lifestyle topics, and on YouTube, however, interests are much more varied.

What are the main characteristics of influencer marketing?

Basically, influencers are people who have a distinctive network and follower count (reach) due to a strong social media presence. They enjoy a high reputation among their followers and therefore have the opportunity to influence the opinion of the recipients on a subject.

In marketing, these people are also called opinion leaders. Influencers are generally people who are known simply because of their high activity on the web. Opinion leaders therefore include, for example, journalists, professionals or experts who write professional articles or blog posts, but also Youtubers, Instagrammers, celebrities, politicians.

The characteristics of influencers are:

  • A high reputation among followers
  • Transmit information and opinions
  • Represent a target group
  • Disseminate promotional information
  • High credibility
  • Strong social media activity
  • Lots of followers, likes, shares, subscribers, downloads, etc.

What are the benefits of influencer marketing?

Businesses enjoy many benefits through the use of influencer marketing.

  • Influencers offer another basis: companies can bridge the distance between them and consumers through influencers, because the latter are not considered a company, but a person. They are perceived differently and therefore can communicate with consumers in a way that is very difficult for companies to learn.
  • High Reach: The high number of followers of influencers gives companies a very high power of influence. CaroDaur, the most successful German fashion influencer on Instagram has 1.1 million followers. In contrast, fashion magazine Vogue Germany has only 165,000 followers.
  • Targeting: Influencers enable companies to address target groups in a targeted manner. There is an influencer for every product group on the web.
  • Easily measurable success: Thanks to the comment function under the relevant posts and the number of interactions, companies can easily track how the content is received by the target group.
  • Reach: A successful influencer has a large number of followers and can reach millions of people with their posts. Influencer recommendations have a great influence on the target group. In combination with video seeding, this marketing effect can even be intensified.
  • Accuracy of fit: It is possible to find a suitable influencer for each niche. It doesn’t always have to be the big names in the industry, micro-influencers in particular can reach the desired target group with authentic content.
  • Low costs: Unlike the more well-known influencers in the industry, campaigns with micro influencers can be implemented with a small marketing budget. Another advantage of working with them is to measure the success of these campaigns.
  • Relationships: Influencers are nothing more than brand ambassadors. Therefore, selecting the right influencer should be done wisely. The most successful campaigns are those that rely on a good relationship between the influencer and the client or agency.
  • Channels: YouTube, Facebook, Instagram – influencer marketing can be done through a wide variety of social media channels. The same applies depending on the campaign and the objectives: Planning is key.
  • Storytelling: Influencer marketing success relies on authentic content presented in the form of compelling stories. This not only helps to arouse emotions towards the brand, but also to generate interactions. Therefore, influencer marketing can also be described as a form of content marketing. Nevertheless, it should be remembered: Advertising is advertising and must be indicated as such in social media posts.
  • Creativity: The influencer should be provided with a brief that summarizes the most important cornerstones of the campaign, while allowing sufficient creative freedom in designing the content. This is the only way to create stories that are authentic and compelling – and which, with their high reach, guarantee a high level of engagement.
  • Personal: It doesn’t always have to be “external” influencers. It is also possible to find suitable candidates in one’s own company, who can advertise with particularly high credibility in social networks.
  • Success: According to industry experts, the influencer marketing success story is far from over. On the contrary: in addition to the best-known companies in the fashion, beauty and food sectors, more and more industries are following the movement and relying on influencer marketing as a form of advertising in the media field. social.

What are the goals of influencers?

Update February 2021

The President of the Republic, Mr. Emmanuel Macron recently launched a challenge to the well-known McFly and Carlito, influencers on Youtube, asking them to create a video to promote barrier gestures among young people.

Here is the video of President Macron:

The influencers’ response and the clip that exceeded 10 million views in 48 hours:

1. Influencer on YouTube

YouTube offers an interesting potential for influencer marketing in the performance field. Google’s video streaming service has nearly a billion viewers, or a good third of Internet users! The number of partners has increased by 40% over the past five years, with the number of channels achieving six-figure revenues even by 50% – and the trend is on the rise.

But how exactly to imagine this marketing giant?

Through mentions in videos (classic product placement) and links in descriptions, companies establish successful cooperation with creators, thus bringing their advertising in a natural environment to the optimal target group. When used correctly, the huge reach of creators provides a variety of options.

As with all influencer platforms, the same goes for YouTube, as people selection is crucial. It shouldn’t necessarily be the creator with the most views, but rather the one who can market their own product in the most authentic way and who is supported by an active community – fans who share and comment on their videos.

The obvious advantage of the video platform is that the products are visual and tangible. On the other hand, concluding a contract with a creator often takes a lot of time and money, because contacts are established with the agencies and the management, who of course try to take their share of the cake.

brush influencer marketing

Figure 1: #Jinglebella advertises various makeup brushes in their YouTube videos.

However, once the right influencer has been found, the effort can pay off very quickly: increasing reach of your own marketing campaign, targeted approach, direct involvement of affiliate links or SEO optimization of your own website. through YouTube backlinks.

Casey Neistat is aware that he is already one of the “ancestors” of YouTube influencer marketing. His videos about Mercedes, Nike, McDonalds, Emirates and, among others, the Tropical Island Resort in Brandenburg reach several million users every week. These are not always direct and paid collaborations, because the status of Neistat now allows him to connect to the things that interest him.

Influencer Marketing sunglasses

Figure 2: Casey Neistat is a well-known YouTube vlogger.

Casey’s channel is a great example of how influencers and brands can benefit each other. Not only is the brand strengthened by the Influencer themselves as a famous person, but the Influencer’s fanbase can be taken by brand awareness quickly to even greater proportions, with the end result being a enormous benefit for both parties.

2. Influencer on Instagram

The micro-blogging platform for Instagram videos and photos has around 500,000,000 users worldwide. In France, it’s 21 million users in total.

As the platform is primarily image-based, it is particularly popular with lifestyle influencers who feature products or chronicle travel in their posts. In the image description, they also place appropriate tags and links of possible advertiser accounts.

Since direct clickable links are not possible in an Instagram post, affiliate links are only possible through the detour of the influencer’s blog or one of their other platforms.

Nevertheless, the cooperation of affiliates with Instagramers can be very fruitful. German blogger Leonie aka OhhCouture, for example, has averaged 50,000 affiliate clicks per month through the Reward Style influencer network which has around 300,000 followers (currently around 567,000) and a conversion rate of 1%.

influencer marketing instagram

Figure 3: Leonie reaches a multitude of users with her messages.

However, other possibilities to use the platform on a performance basis or for affiliate cooperations are very limited and even influencers have long known their value: fixed prices per post or payments per 1000 subscribers (between 5 and 10 €) are standard and scalable.

3. Influencer on Snapchat

Hardly used for influencer marketing so far, but on the rise, instant messaging service Snapchat has long been underestimated. Currently, the service has 150,000,000 users per day, averaging 9,000 snapshots per second. Currently, around 32% of users come from Europe. The average Snapchatter is between 16 and 24 years old.

The biggest challenge of using Snapchat as a marketing tool is short-form content. Images, text and short videos – called snapshots – are deleted from the recipient’s device after just ten seconds and two repeats. Snapchat stories are available up to 24 hours after posting.

Nevertheless, there are already early examples of Snapchat being used in marketing: in addition to the accounts and stories currently maintained by Snapchat of their own brand, they can be promoted through vouchers, contests and products, but without the possibility of a corresponding affiliate link.

In addition, hardly any other medium offers such good access to the young target group, such as Snapchat. Even if it is not yet part of its own marketing strategy, it may have already changed in a few years. For brands to understand what drives teenage generations, it’s important to have access to it – Snapchat is great for that.

Snapchat Influencer Marketing

Figure 4: Sixt accompanied the BMW i8 test day via Snapchat (Image: Sixt)

What are the limits of influencer marketing?

It is not so easy to answer this question. If today there are legal limits to the labeling of advertising, there are no limits when it comes to good taste. And the more provocative a campaign, the more attention it attracts, whether positive or negative.

The biggest problem with influencer marketing is that followers feel like they are communicating not with a brand, but with a friend. They are blinded by personalities and too often forget to question the messages they see.

And that is exactly what can be quickly exploited. Pet influencers, for example, tout drugs for their dear four-legged friends that aren’t properly prescribed by vets and can do more harm than good.

Others, like Bibi of BibisBeautyPalace, drag their own child in front of the camera and exploit it without restraint for the purposes of self-promotion and collaborations.

Conclusion

Influencer marketing on the social web offers many opportunities, but also risks. Before resources reach cooperation with influencers, they must be carefully weighed against each other.

Incorrect and misplaced content will have no effect. Influencers should therefore be chosen wisely and other relevant KPIs should be taken into account.

Influencers can be the secret weapon of a good online marketing campaign. You can reach the target audience discreetly. Influencer marketing thrives on the credibility of cooperation partners. In successful examples, the user is treated charmingly, experiences something with the influencer, and comes in parallel with a brand or product in contact.

Benefits of influencer marketing:

  • Influencers can give a new impetus to an advertising campaign
  • Influencers reach audiences discreetly
  • Influencer marketing starts where normal marketing ends

Disadvantages of influencer marketing:

  • Wrong content with the wrong influencer will have no effect
  • Different KPIs should be considered when selecting influence.
  • Cooperation is often time-consuming and expensive