Big News from Google AdWords: Customer Match
Reach Your Customers and Prospects through Google Search
The latest advancement for Advertisers that work with Google is a new product called “Customer Match.” Facebook advertisers would recognize this as a “Custom Audience.” Essentially, advertisers can now upload a list of email addresses in to AdWords to build a custom audience. When those individuals are signed-in to a Google product, advertisers can show them targeted ads about their brand, product, or services as well as upcoming promotions.
Ads Can be Placed Within:
- Google Search
- YouTube Ads
- Gmail (via the Promotions Tab)
From Google’s Inside AdWords Blog:
Customer Match is a new product designed to help you reach your highest-value customers on Google Search, YouTube, and Gmail — when it matters most. Customer Match allows you to upload a list of email addresses, which can be matched to signed-in users on Google in a secure and privacy-safe way. From there, you can build campaigns and ads specifically designed to reach your audience.
Let’s say you’re a travel brand. You can now reach people who have joined your rewards program as they plan their next trip. For example, when these rewards members search for “non-stop flights to new york” on Google.com, you can show relevant ads at the top of their search results on any device right when they’re looking to fly to New York. And when those members are watching their favorite videos on YouTube or catching up on Gmail, you can show ads that inspire them to plan their next trip.
Using Customer Match, you can also generate Similar Audiences to reach new customers on YouTube and Gmail who are likely to be interested in your products and services. For example, you can drive awareness on YouTube for new non-stop flights by showing TrueView ads to prospective customers who have similar interests and characteristics to your rewards members.
While this news isn’t going to break the internet and Facebook has already had this feature for quite sometime, it is a new way for advertisers to advance their targeting techniques, and show more relevant ads to their user-base.