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Google's new Customer Match feature

Google’s new Customer Match feature

Categories: PPC

AdWords, Twitter and Facebook advertising are all effective tactics to drive more sales, but that’s not the only way you can leverage email contacts to drive more business – enter Google’s new Customer Match.

Customer Match can be considered a form of remarketing, as its integration with AdWords works in a very similar way. In practice, the advertiser creates a new audience in the AdWords interface by uploading a list of emails in CSV format. Google is then able to target any users that have an email address that matches their Google account. It means marketers can create extremely specific campaigns that target their email list directly.

customer match

So how can Customer Match be used to drive more sales?

The most basic way of using Customer Match is to simply reinforce your brand. Using either text adverts on the search network or image adverts on the display network, you can keep your products and services at the forefront of customers’ minds. This could mean you create specific campaigns with unique messaging to target these users, or simply use the audience to bid more aggressively on certain keywords in your search campaigns.

customer match example

Customer Match can also be used much more strategically. For example, if you know a particular group of customers from your email list bought a specific item, you could target them with ads referring to complimentary products. This gives you the chance to talk about your offers and discounts to pre-qualified customers, giving you a much better chance of generating upsells.

You could also target customers who you know buy from you on a regular basis or spend more per transaction. These high-value customers could be more influenced by your offers, allowing you to target them specifically and get a great ROI.

This type of targeting can be used in a huge variety of ways depending on the data you have associated with the respective customer email address. Using AdWords Customer Match presents a chance to be more specific and relevant than ever before with your advertising – a perfect component in your marketing campaigns.

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Andy has been working in marketing for over 8 years and digital marketing for 5 years. He has worked with clients in a wide variety of industries such as leisure, manufacturing, tourism, events and retail. He specialises in all aspects of online advertising from search to social campaigns. Outside of work he enjoys drawing and art, woodworking, gardening and spending time with his family and three dogs in the New Forest.

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