Google Customer Match
The next few weeks should be fairly momentous in Search Engine Marketing land, with Google rolling out a new product within its AdWords platform: Customer Match.
With Customer Match, users will be able to upload lists of email addresses, which can then be matched to users who are signed in via Gmail, Chrome, or other Google products. This gives a new meaning to ‘targeting,’ as select campaigns and ads will only show to users who have opted into your email list. From Google’s blog:
“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.”
Furthermore, Customer Match email lists can be used to generate Similar Audience profiles, essentially allowing you to find new potential customers with similar interests and characteristics and target them with selected ad messaging.
Of course, even though Google assures us that this feature will work in “a secure and privacy-safe way,” this is bound to raise a few eyebrows among the privacy-conscious. Furthermore, this wouldn’t be the first time Google has made grand promises regarding new AdWords features, only to underwhelm on delivery. If Customer Match lives up to the buzz, however, this could very well be what Senior SEM Strategist Brian Chausmer calls a “BFD” (Big Freakin’ Deal). Keep an eye on our blog for further updates!
