New requirements for Google advertising: Consent Mode V2
As an advertiser in Google Ads, you must now have an adequate consent solution in place to get the most possible effect from your ads.
A new and stricter privacy regulation has now come into force, called The Digital Markets Act (DMA). The new law will ensure that the six major platforms, the gatekeepers, act in an orderly and fair manner.
To answer that, Google has designed the Google Consent Mode V2 tool, which you may have heard about. This tool communicates to Google whether the user on your website has accepted or declined the use of cookies.
In practice, this means that you need to install a consent banner on your website that collects consent correctly and communicates this to Google. If you don't have this in place, your ads may be penalized.
Example of what such a consent banner might look like.
What do you need to do as an advertiser?
The easiest way is to use one of Google's approved CMP partners, such as Cookiebot or Cookie Information. These are external companies that offer good consent forms that will always be updated and correct. Note that this is a paid service that requires a subscription.
For our Squarespace customers who advertise in Google, we can help with setup via Cookie Information. We take care of the entire process and invoice you once a year. You don't have to think about it anymore and can rest assured that everything is in order.
Contact us about setting up a consent form
What happens if you do not implement Consent Mode V2?
If you don't have this installed on your website, Google is forced by the DMA to limit the targeting of your ads.
The consequences if you do not obtain consent are among others:
Losing the ability to use remarketing
Limited ability to use personalized marketing
Inaccurate and/or missing data that leads to poorer results and less efficient use of budget
We're also hearing rumors that Google will eventually start reviewing ad accounts and sending out notices if you don't have a good enough consent solution in place. Potential consequences could include deactivation of conversion tracking and/or remarketing lists and possibly even suspension of the entire ad account.
Do you need help setting up Google Consent Mode V2 in Squarespace? Get in touch with us.
