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.
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 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 is a PPC specialist at Vertical Leap and has worked in marketing since 2012. He manages PPC projects from strategy through to implementation and management, using multiple platforms including Google Ads, Bing Ads, YouTube, Twitter, Gmail, Facebook/Instagram, LinkedIn and Amazon Ads.
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