Customer Match - a new advertising solution from Google
3 years ago
Customer Match is a completely new advertising function in Google AdWords. It gives advertisers the ability to create a list of customers on the basis of their e-mail addresses, and then to show them personalised advertisements in Google Search, Gmail and YouTube.
Advertisers are aware of how personalised marketing messages influence their customers. Consequently, they try to interact with specific target groups by creating the most personalised ads which will help them to live up to their current expectations. Google is now presenting a new advertising solution which through e-mail addresses will help to even better reach out to customers.
Customer Match allows you to create your customer base created on the basis of lists of e-mail addresses. Personalised marketing messages will reach your clients whenever they are using Gmail, YouTube and Google Search. Targeting advertising is carried out similarly to remarketing lists.

Reach your most valuable customers with Customer Match

70% of online consumers agree that the quality, timing, and relevance of a brand’s message influences their perception of a brand. 
That is why, Google is helping advertisers to connect consumers with their businesses in the most relevant ways. Whether they are searching on Google, checking their e-mails on Gmail, or watching videos on YouTube, advertisers can deliver their clients the most relevant information based on what they are doing and what they are looking for, at any time and any device they are using.
Customer Match is a new product designed to help you reach your highest-value customers on Google Search, YouTube, and Gmail. It 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.
Thereby, you can create campaigns and adverts which are specifically designed to reach your target audience. Users can control the ads they get, by rejecting personalised ads or by muting or blocking ads from individual advertisers through Google Ads Settings.

Customer Match in practice

Let’s say you run a travel agency. You have a database of customers’ e-mail addresses who used your services last summer (e.g. they took a trip to Greece). After a year, you can offer them another travel, e.g. when users search for “all-inclusive trips to Marocco” on, your ads will show up on any device if they are typing the appropriate phrase in a search engine. And the same users will also see your ads while they are watching their favourite videos on YouTube or checking their e-mails on Gmail. As a result, you are in a very unique position to show ads that can inspire them to plan their next trip.

Reaching your current customers and attracting the new ones

Using Customer Match one the basis of your current customers’ e-mail addresses you can also reach new clients who have similar advertising profiles. For example, you can show TrueView ads to all users on YouTube who have similar interests and characteristics to customers in your current databse.
With Customer Match, your brand is always within easy reach for people who are the most receptive to use your services.  Showing personalised ads is not only the way to maintain and impress your loyal clients but also to reach completely new ones.
The changes have been announced by Sridhar Ramaswamy, Senior Vice President of Ads & Commerce w Google, during Advertising Week Google in New York. The new function will appear on AdWords accounts within a few weeks. You will find it by clicking on Recipients->+ Remarketing list -> Customer e-mails.
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