Google has just announced Customer Match, a new product designed to help you reach your highest-value customers on Google Search, YouTube, and Gmail — when it matters most. Customer Match allows you to upload a list of email addresses, which can be matched to signed-in users on Google in a secure and privacy-safe way. From there, you can build campaigns and ads specifically designed to reach your audience. As far as we are aware, this may be the first time that Google has enabled the targeting of specific email addresses.
In effect, Customer Match appears to be a Remarketing Campaign based on email addresses, rather than visited pages..
Here are excerpts of what Google had to say in its announcement.
70% of online consumers agree that the quality, timing, and relevance of a brand’s message influence their perception of a brand. Google is in a unique position to connect consumers with your business in the most relevant ways. Whether they’re searching on Google, checking promotions on Gmail, or watching videos on YouTube, Google can deliver the most relevant information based on what they’re doing, wherever they are, when they’re looking, and on any device they’re using. Today, Google is building on these capabilities with new ads innovations to deliver even more relevance.
When it comes to your most valuable customers, they expect even more from you. And now, Google can help you reach customers that you already have a relationship with — like those in your loyalty program or who have made a previous purchase — in ways that are most relevant to their intent and context.
Let’s say you’re a travel brand. You can now reach people who have joined your rewards program as they plan their next trip. For example, when these rewards members search for “non-stop flights to new york” on Google.com, you can show relevant ads at the top of their search results on any device right when they’re looking to fly to New York. And when those members are watching their favorite videos on YouTube or catching up on Gmail, you can show ads that inspire them to plan their next trip.
Using Customer Match, you can also generate Similar Audiences to reach new customers on YouTube and Gmail who are likely to be interested in your products and services. For example, you can drive awareness on YouTube for new non-stop flights by showing TrueView ads to prospective customers who have similar interests and characteristics to your rewards members.
With Customer Match, your brand is right there, with the right message, at the moment your customer is most receptive. Only Google can help you do this to delight your most loyal customers in the moments that truly matter.
Customer Match and Similar Audiences will be rolling out to all advertisers over the next few weeks.
