70% of online consumers agree that the quality, timing, and relevance of a brand’s message influences their perception of a brand. Google thinks that it is in a unique position to connect consumers with your business in the most relevant ways.
“Whether they’re searching on Google, checking promotions on Gmail, or watching videos on YouTube, we can deliver the most relevant information based on what they’re doing, wherever they are, when they’re looking, and on any device they’re using. Today, we’re building on these capabilities with new ads innovations to deliver even more relevance.”
From reaching out to customers in your loyalty program or who have made a previous purchase, Google will now allow them to reach out in the most relevant way. Announcing on its blog, Google said that 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.”
In simple words, Google matches the email addresses against those of signed-in users on Google. Individual addresses are hashed and anonymized. Advertisers will be able to set bids and create ads specifically geared to audiences built from their email lists.
Using Customer Match, one 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.
In addition to reaching existing segments such as newsletter subscribers and recent buyers, advertisers will also be able to target new prospects with an expansion of Similar Audiences.
Similar Audiences already exists for retargeting lists on the Google Display Network. The product builds lists of users based on browsing activity on sites in the Display Network as well as contextual signals from users in the retargeting lists to find new users with shared interests and characteristics. Now, those lists can also be built based on the activity of CRM audiences.
Similar Audiences for Customer Match lists can be targeted on YouTube and Gmail.
Customer Match marks the first time Google has allowed advertisers to target ads against customer-owned data in Adwords. With this move Google comes close to Facebook’s existing product like custom audience and tailored audience. Facebook and Twitter have similar audience-building ad programs that allow brands to retarget users, so they can serve messages to their customers.
Brands and agencies have been waiting for Google to allow for this type of targeting. Google has been slow to adopt more targeted ad systems in part because regulators and industry watchdogs are constantly scrutinizing its practices. Facebook’s push into this area helped pave the way for Google, though, sources said.
“All of a sudden, we can retarget people in search, Gmail and YouTube,” said the search marketing source.
Looks like Google has finally given in to the rising ad profits of Facebook every quarter, even though Google still dominates the overall online advertising market. However, Facebook has become a formidable competitor. With its highly targeted marketing product, the social network leads Google in display ad revenue in the U.S., $6.8 billion to Google’s $3.5 billion in 2015, according to eMarketer.
The launch was rumored this spring in a report by the Wall Street Journal; the announcement comes as Advertising Week kicks off in New York City. Customer Match and Similar Audiences will be rolling out to all advertisers over the next few weeks.