Meet Your Match: Using AdWords’ Customer Match to Reach New Audiences

Every brand wants to put their advertisement in front of interested customers. Now, Google just made that easier. With a new targeting took, Customer Match, gives brands the ability to target specific customers based on a list of customer email addresses, phone numbers or addresses that you upload.

How AdWords’ Customer Match Works

When you share your data with Google, it can target the specific contacts you uploaded or look for similar customers to show your ads to.

Why are people so excited about this? It gives brands the ability to put ads in front customers that are likely interested in your product. That means these ads will be cost effective as they target the right customers immediately.

You will have to follow a few rules though. Adwords’ Customer Match requires that any customer data you upload be collected through first-party context, so it’s vital that your customer information is collected directly from your physical store, website, app, or other direct-contact means.

Using AdWords’ Customer Match for Specific Campaigns

Some campaigns will be better suited for specific Google channels.

Targeting holiday shoppers with product demos would fare well on YouTube, while retargeting inactive app users might best be done through Gmail ads. Potential customers who aren’t even aware your product or service exists may become customers after seeing your ad on Google Search offering the perfect solution to the problem they’re Googling.

Likewise, cost-comparing shoppers can be reached on Google Shopping looking for the best deal before stumbling upon your ad offering free shipping or a low-price guarantee. When choosing channels, the key is to think like your customer.

Whether you’re looking to boost sales or just increase brand awareness, AdWords’ Customer Match feature can expand your advertising reach though hyper-targeted channels. Marketers are constantly looking to create a 1:1 customer experience and these targeted ads should help achieve that goal.