Yesterday Google announced the biggest new feature in the history of Adwords: Google Customer Match.
The new feature will allow advertisers to upload a list of customer email addresses which Google then matches against the logged in users on Google Search, YouTube and Gmail to deliver highly-targeted ads.
This form of advertising will allow advertisers to reach their existing customers or clients more than ever. For example a retailer that offers a loyalty program will be able to show offers and products to their members based on their previous purchases!
Taking things a step further Google Customer Match also has the capability to generate Similar Audiences to reach new customers on YouTube and Gmail who are likely to be interested in your products and services.
What This Means
For many Facebook advertisers, Custom and Looklike Audiences have become a key component of effective and profitable campaigns, this new offering from Google will be too much of an opportunity for many advertisers to ignore.
The unveiling of this feature will also prompt many companies and marketers to get their data in order to be in a position to plan and deliver highly targeted campaigns for the best chance of success. If you’re not collecting e-mail addresses from your customers and clients now is the time to start. Google customer match will only make first party data more valuable than it has ever been!
To learn more about setting up a Google Customer Match campaign and some of the finer details, take a look at Google’s support guide and customer match policies.
