​Google Grants Adwords Users Wishes with Customer Match

Google has always been focused on user experience, removing the bad and creating the good. Their newest announcement and feature is no different. In order to better improve the user experience, as well as the advertising experience for businesses, Google has created Customer Match. Announced during Advertising Week at Times Center Stage, Google’s Customer Match is essentially a way to upload your email lists to target pre-existing customers based on their behavior.

We all know Google knows everything, really everything. This is even more true if you have ever advertised with Google. Their advertising connects you based on what customers are doing, where they are, what they’re looking at, and what kind of device they’re using to look online. To help avoid being spammy, Google’s Customer Match makes connections with existing customers and lookalikes based on relevancy to consumer intent and context.

In their blog post announcement on Sunday, Google claimed 70% of online consumers agree that the quality, timing, and relevance of a brand’s message influences their perception of a brand. That’s a reassuring percentage for marketers who believe branding can be everything for a business. To further branding tactics with customer success, Customer Match is able to connect your business with it’s customers based on their exact behaviors.

“With Customer Match, your brand is right there, with the right message, at the moment your customer is most receptive. Only Google can help you do this to delight your most loyal customers in the moments that truly matter.”  
– Sridhar Ramaswamy, Senior Vice President, Ads and Commerce

What Can Customer Match Do For My Business?

Create a better connection! Customer Match serves a main purpose of reaching your best customers at the right time on Google Search, Gmail, and YouTube in a secure and “privacy-safe” way. You accomplish this by following these steps:

  • Sign into Adwords. Access your Adwords account to begin uploading email addresses for Customer Match.
  • Upload a list of email addresses to the Adwords account. Visit your “Shared Library” on Adwords to access Audiences. You’ll then click on “+Remarketing list” and select the custom option. This will allow you to upload your list and name it. Google is accepting .csv format file types 17MB and under. Think strategically when choosing what list to upload. Try different lists that include email addresses for hot leads, recent buyers, or a list of your most loyal customers. Google is able to match the email addresses you upload to accounts logged in on Google using a secure and “privacy-safe” way, of course.
  • Build campaigns and ads specific to the email lists. One of Google’s requirements for Customer Match is that the campaign reaches 1,000 or more active visitors. The type of campaign and ad you create should be based on the type of email list you uploaded. While some campaigns can be more broad, other types of ads will be directed specifically to a smaller portion of your audience for the most success. Keep track of how often your list is refreshed so it’s consisting of your most recent and most important contacts to reach.
  • Create Similar Audiences on YouTube and Gmail. Reach new customers on YouTube and Gmail using Google’s Similar Audience feature. Like Facebook’s Lookalike Audience advertising feature, Google can create an audience that has the same characteristics or behavior patterns as the customers you’re already targeting. Luckily, you won’t have to manually create the Similar Audience list. Google will automatically generate this audience based on your Customer Match email list.This will be especially helpful to YouTube marketers. Remarket potential customers on YouTube by connecting your YouTube and Adwords account. Then, you can reach people who have watched, engaged, or viewed any of your videos or subscribed to the channel.

Customer Match will be available to advertisers over the next couple of weeks. Keep an eye out and frequently check your Adwords account to see when it’s available to you.

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