Customer Match gives advertisers an incredible new tool that allows them to leverage their own CRM data to target with pinpoint accuracy and deliver extremely relevant messaging to existing and potential customers.
As an agency we started getting familiar with this concept through Facebook’s Audience Targeting, which gives advertisers the ability to upload their email lists into the Facebook Ads platform, and serve ads to users on those lists. We’ve seen some great successes with clients across a number of industries, so we’re very excited that something similar will be available within Google.
How Does Google Customer Match Work?
Customer Match creates targeted lists for campaigns across Google-related channels: Google Search, YouTube and Gmail. You upload your customer information, such as e-mail addresses, and this tool helps you build customized experiences for them.
Here are the basics of how it works:
- Advertisers create marketing lists based on customer data
- AdWords matches Advertiser’s email addresses to Google accounts
- Target ads reach audiences across devices and channels
Benefits of Google Customer Match
Customer Match can serve multiple marketing objectives. Among its key benefits, you could use it to:
- Generate awareness: Announce a new product to past purchasers
- Influence consideration: Serve ads to lapsed customers or users with empty carts
- Drive Purchases: Take advantage of cross selling and upselling to existing customers
- Increase Loyalty: Present enticing offers to your most valuable customers
How We Use Customer Match at Charles River Interactive
We’ve helped a number of our clients get a jump on advertising with Customer Match already. Some examples include:
- A non-profit client looking to drive holiday card sales using a list of past donors. Paired with holiday card keywords, this list will serve as a remarketing list for search ads to previous donors searching for holiday cards.
- An ecommerce client selling automotive accessories is using Customer Match to serve Gmail Sponsored Ads to past purchasers based on the make and model of vehicle they have previously purchased
- We are working with a number of our higher education clients to build a strategy designed to drive deposits from accepted undergraduate students. Using a customer match will allow these institutions to continue their conversation with perspective students through search, Gmail sponsored ads and on YouTube.
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