PPC Targeted Strategy – Customer Email Matching

March 3, 2016


Target Prospects More Efficiently

In 2015, one of Google’s major announcements for its paid search platform, Google AdWords, was the introduction of Customer Match, a system allowing marketers to use email address lists to target a more relevant audience.

  • Customer Match gives you the ability to show (and exclude) your ads on Gmail, Google Search, and YouTube to people who have already shared their email addresses with you.
  • In short, it enables you to display ads to people who have signed up for your newsletter, bought a product at your site, or downloaded materials such as eBooks, providing them with a personalized advertising experience based on their characteristics and stage/s in their respective consumer journey.
  • And because these users have already expressed interest in your company, they’re more likely to convert into new or repeat customers, thus making your ad campaign more cost-effective.

According to Google, 70% of online consumers agree that the quality, timing and relevance of a brand’s message influences their perception of a brand. With the majority of search engine market share, Google is in a unique position to connect with consumers, whether searching on Google, checking emails with Gmail, or watching videos on YouTube.

In Google’s own words, “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”.

What other benefits does Customer Email Matching offer, and what do marketers/advertisers have to do to use it?

Benefit #1 – More Personal PPC Ads targeted_advertising

  • Besides the display ad aspect of Customer Match on YouTube and Gmail, the possibilities for personalizing PPC campaigns for your community of users are near limitless. The potential for segmentation alone should be enough to compel any marketer/advertiser to try Customer Match.
  • For starters, you can experiment with your segments by adjusting bid levels, A/B testing keyphrases, and being creative with your ads. If you want to target lapsed customers, for example, you now have a platform that allows you to reach out to them much faster and more efficiently than email can.

cross_device_advertisingBenefit #2 – Cross-Device Advertising

  • ‘Remarketing’ on Google AdWords offers the option of displaying ads to users that have previously visited your site, keeping them in the system’s remarketing lists for search ads (RLSAs). This is done by collecting cookies from your users’ browsers, allowing you show ads based on the pages they visited. RLSAs also allow you to ramp up your bids and broaden your keywords specifically for users who are more likely to turn into customers.
  • Custom Match, however, beats Remarketing by advertising directly to signed-in users, regardless of which device they’re using, whether mobile phone, tablet, laptop, or desktop, something RLSAs and cookies can’t cross.

Advertisers’ To-Do #1 – Testing

Using Customer Match means knowing how much extra money you’re willing to spend for your known users. Playing around with your bids and getting creative with ads without being too obtrusive takes some time. Be sure to be ready to invest extra time and work to A/B test a new set of ad copy for each list.

Advertisers’ To-Do #2 – Maintain Consumer Trust

Playing around with retargeted ads can always result in “creeping” out your customers. The key is ensuring your ads aren’t obtrusive and give off the “stalker” vibe. And since Match doesn’t rely on an expiring pool of cookies, you won’t be pressured to display ads immediately, which may result in your users being turned off.

Learn more about how you can take advantage of Customer Email Matching by contacting the online marketing experts of Russell’s Group. Call us at (502) 222-8099 to discuss your options.




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