Google Customer Match

When you advertise want to reach the people you feel are most likely to purchase your product or need your services. When you advertise on television, radio, or in print media your ads are seen by a wide variety of groups of the population. Many of these groups are not interested in your product or services, so efficient are your advertising dollars working for you. That’s why having Google Customer Match is important for all advertisers, regardless of where they are advertising.

Google Ads Customer Match allows you to create a list of customers that you think are interested in your product or service. Using an email address, phone number, or both Google can match your customer list to the Gmail users in their database. Using the Google Ads Customer Match feature is easy. You can choose to send ads to people within your customer database or cross-promote on the Google display network.

Google Ads Customer Match is available to advertisers looking for new customers, reach the right people with the right message, or increase their buying power. It is also a valuable tool for brands who are already investing in campaign ads on Google Display Network.

Google Ads Customer Match Key Features

– View customer activity in your account – Target your customers based on search terms they have typed – Create custom audiences – Personalize remarketing opportunities – Expand remarketing audiences using lookalike audiences

Google Ads Customer Match Resources

– Google Help Center: https://support.google.

Another option may be having a white label partnership with a white label PPC management service that helps you focus more on your core business. You can hire a white label PPC management company to handle your PPC campaigns from start to finish. It can help you increase your ROI, generate more leads, and promote your brand.

Getting Started

Generally, a business owner knows who their primary client base is, but how do you reach them. Google has built groups, or audiences, based on their search habits and other criteria to make it easy to target certain groups of users.

On July 12-13, 2015, Google announced its new Customer Match feature. This new feature allows businesses with an advertising account to match their existing customer email lists against the email addresses used by Gmail users who have signed up for Google’s free email service. Based on the name of the list in your AdWords account, you may select one or multiple lists that you wish to match against Google account holders.

Google has various resources that will help businesses understand the capabilities of Customer Match in helping them reach potential customers in a more targeted manner.

When assigning audiences to a campaign you are given the choice of Targeted or Observation.

Targeting Audience Setting

When you think of targeting an audience to your campaign, the first thing that comes to mind is how it will be used. Should you want to reach more people in your customer base through your advertisements to help sell products or increase your sales, then your advertising dollars are being used to the fullest. When searching for potential customers, Google probably knows about them already.

A Targeting audience is a list, based on users’ data from their Google accounts, that is matched with the email address in your account to show the ad specific to the group. This list can be a customer base, an existing remarketing list, or a custom list that you create. This allows you to reach very specific users who have already shown interest in your product or service based on their previous searches and behaviors.

With Google Customer Match, you can target customers who have also visited your website. Audience targeting isn’t a general targeting option, use the targeting setting to target a specific audience. Google has affinity audiences, lists of similar habits and interests, which will deliver your ads to a group more likely to buy your product or service. Google recommends using the Targeting setting for all advertisers in their display campaigns.

Observation Audience Setting

Google knows about users’ behaviors and interests, so why not use that information? This is where the Observation audience setting comes in. The same group of people will generally follow certain habits, like looking for a specific product or service. When the Google display for Customer Match network reaches these people with your ads they are more likely to be interested in your product or service.

Using the Observation setting doesn’t affect your campaign’s or ad group’s reach or affect who sees your ads or where they can show. Observation, however, allows you to select affinity or in-market audiences from Google’s lists, and see how each reacts to your ads and if they convert. This can lead to changing an audience from Observation to Targeting if the audience performs well. You can be surprised at how audiences you don’t think pertain to your product or service perform and give you insight into other advertising options.

Google recommends the Observation audience option for Search and Shopping campaigns, this includes RLSA, Remarketing Lists for Search Ads.

Affinity vs In-Market Audiences

Google Customer Match allows you to target a specific audience based on a customer’s previous purchases. This type of targeting is the same as affinity audiences, which target customers who have visited other sites in your industry or who have purchased similar products from other websites. The key difference is that affinity audiences are not necessarily going to be interested in your ads, but could be potential customers for other advertisers since they are more likely to purchase from channels where their interests were already being advertised. Affinity audiences reach users based on their search habits and interests, detailed demographics, while in-market audiences reach users based on their recent purchases and interacted with your business. Understanding the difference can help make the decision of which to use.

Custom Audiences or Segments

Google gives you the ability to build your audiences in your Google Ads account and Customer Match. These audiences are built from keywords, URLs, and apps that you know are important to your business or sites or apps your potential clients may frequent. Custom audiences work on all Google platforms, i.e. Google.com and YouTube, Google Maps, etc.

If you want to reach people based on their interests or behavior you would build a custom audience on potential keywords they would enter into the search bar. As an example if you had a plumbing company you could build an audience on keywords such as “replace water heater”. “replace leaking faucet”, “under slab water leak”, and other phrases important to the services you offer. You can choose how Google uses the audience. The default for this type of audience is for people that show interest or purchase intent related to the keywords. The second option is to apply them to people who enter any of the keywords or phrases in the list into the search bar.

If you are interested in reaching people that browse certain websites you list the URLs of sites they would frequent. Your ads will show to the people that visit these sites but they won’t show on the sites you list.

Similarly, if you are wanting to reach people that use certain apps you would list them. Again, your ads will show to the people that visit these sites but they won’t show on the sites you list.

Choose The Right Audience Option

Google gives you a variety of options to pinpoint the people you want to see your ads, helping maximize your advertising dollar. By narrowing the audience size you can show your ads to a specific group instead of the thousands searching for your product or service.

Whether you want to target a specific group of people that will lead to a purchase, Observe groups of varying interests and habits to see if you can find a new niche to advertise to, or create Custom audiences targeting keywords important to your business, attract people that visit specific websites or use specific apps, your ads are more effective when seen by the right group of the population. Thus, Google Customer Match can be one of the most effective ways to target your audience and the most cost-efficient.