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3. Two people, one with light skin and short dark hair and one with dark skin and long dark hair in a hi-puff, interact with an oversize light bulb. Insights from online shopping show growth on a chart.

You are reading part 3 of the 3-part digital marketing playbook. Jump to Build more meaningful customer relationships or Measure customer interactions accurately.

A person with light skin and short dark hair shops for clothes on their favorite brand’s app. Insight: 66% of consumers in surveyed countries consider it important to have a personalized experience with a brand.

For instance, you can use first-party data to engage with your best customers. When people share their contact information with your business, you can use Customer Match to reach them as they move across Google properties, including Search, Shopping, Gmail, and YouTube. When implemented correctly, these data connections can create significant value for both your brand and your customers. Remember, 66% of consumers in surveyed countries consider it important to have a personalized experience with a brand.1

In this section, we’ll share specific guidance on how to increase audience engagement using your first-party data.

Case Study: MandM Direct reengages high-value shoppers with product feed ads, target ROAS bidding strategy on Discovery ads


MandM Direct, one of the U.K.’s largest online-only fashion and sports retailers, ran an experiment on a Discovery campaign with a target return on ad spend (ROAS) bidding strategy. Target ROAS optimizes for increased campaign efficiency and conversion value. MandM Direct focused on lower funnel audiences and activated its first-party data using Customer Match to reengage with past customers who were either value shoppers or travel and outdoor enthusiasts. After an initial learning period, MandM Direct gradually increased its bidding goals during the last two quarters.


MandM Direct’s strategy led to a 120% improvement in ROAS and a 48% increase in revenue growth in the first quarter of 2022 across all of its Discovery campaigns compared to its fourth-quarter 2021 performance. The brand also saw a 20.7% decrease in cost per acquisition (CPA) and a 4.4% decrease in cost per click for its Discovery campaigns.

You can also use Smart Bidding to take action on this data. Smart Bidding strategies automatically leverage signals from your first-party data and use machine learning to optimize for conversions or conversion value in every auction.

And, because some conversions are worth more than others for many businesses, a value-based bidding strategy can help you optimize for total value, rather than volume. This means strategies such as Maximize conversion value with an optional target ROAS will automatically adjust your bids to reach your highest-value customers.

An upward trending arrow overlays a stack of coins. Insight: 14% more conversion value at a similar ROAS when advertisers switch their bid strategy from a CPA target to a ROAS target.

Optimizing toward value when using Smart Bidding can drive reliable ROI and unlock the next wave of growth. If you are already bidding toward value, consider deploying your first-party data in service of even more advanced strategies, such as bidding toward profit or expected lifetime value. Google AI will work with the inputs you set to get you closer to meeting your business objectives.

On average, advertisers who switch their bid strategy from a CPA target to a ROAS target see 14% more conversion value at a similar return on ad spend.2

Learn more in our technical paper, Setting Smarter Search Bids.

Activate insights to drive growth-4v2

Optimize app campaigns

Optimize for advanced bidding solutions on Android, such as target CPA or target ROAS, to acquire high-quality customers likely to complete your predetermined in-app actions.

Consolidate iOS App campaigns and use only target cost per install or target CPA bidding with eight or fewer app install campaigns for each of your iOS apps to maintain optimal performance due to SKAdNetwork’s campaign limitations.

Case Study: Smart Bidding brings Nectar Sleep’s dreams to life, increasing revenue by 17%.


Nectar Sleep, a brand that sells bedding products, found success with automated bidding, relying extensively on bidding to a target CPA. However, it wanted to see if bidding to a target ROAS might deliver more revenue in a cost-efficient way. To test this solution, Nectar Sleep conducted a wide-scale Smart Bidding experiment covering a significant amount of its most important search terms.


The target ROAS experiment outperformed its target CPA counterpart in almost every way, delivering a 17% increase in revenue, a 19% increase in conversions, a 5% increase in ROAS, and a 7% increase in conversion rate. Following this success, Nectar Sleep decided to migrate a large portion of its Search campaigns to target ROAS.

Engage your first-party audience in Display & Video 360

In Display & Video 360, we’ve created a new way for advertisers to power their advertising using first-party data through Publisher Advertiser Identity Reconciliation (PAIR). PAIR gives publishers and advertisers the option to securely and privately reconcile their first-party data for the audiences who have visited both of their sites. This data can be connected through clean rooms, ensuring that any data shared by advertisers and publishers stays secure, and only their encrypted data gets shared with Display & Video 360 for reconciliation. PAIR gives advertisers the ability to more closely connect with their known audiences and show relevant ads, without tracking individuals across the web or relying on third-party cookies.

A multifaceted approach to privacy

In this guide, we have articulated some important considerations, strategies and technologies that can help advertisers sustain relevant campaigns during a time of rising expectations for consumer privacy. More than ever, our industry must come together and adopt durable marketing strategies that raise the bar on user privacy. We welcome your collaboration as we seek to ensure the future of effective, privacy-first advertising.