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Google’s Customer Match Feature

Imagine you have a list of customers or contacts, and you wanted to push specific ads on the internet to those people?

This is what Customer Match is all about.

AdWords Customer Match Audiences

Customer Match is an AdWords feature that is undergoing much change at present. Originally a way of building remarketing audiences in AdWords from email lists you already possess, it can now include lists of telephone numbers and addresses.

The way google knows who to target from those lists is by matching this data to your Youtube, Gmail and other Google accounts online.

To take advantage of this opportunity you will need to format the list as a.csv file or use Adwords API.

Remarketing can take the form of audiences you add to existing search ad groups, so that those ads are pushed higher to those matching the audience, or excluded, for example, if you wished to push different adverts to them. In that case you would build dedicated ad-groups for that audience with particular offers and ad designs.

For customers who have taken email marketing as far as possible, this is a new avenue to explore.

Build Ad Groups around Customer Match Audiences

One great aspect is targeting existing members.

It’s easy enough to target cart abandoners, or viewers or certain pages, with relevant ads. This is especially true with Dynamic Remarketing. This works quite well on E-commerce sites with lots of products.

But, with Customer Match, you can target members with dedicated offers or messages to re-engage them with new offers. Because these individuals are already members, it means broader match keywords could be used for re-engaging them.  In this case you could set your ad group to target only people in the audience, or lower the max CPC bid a great deal but apply a very large audience bid adjustment. The normally poor CPA you would get from broad keywords may now become a good CPA.

How far do you think this could help your business?


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