Google Customer Match allows each advertiser to focus their online marketing strategies on specific market segments, which can be predefined according to databases obtained through different means such as newsletters, offers, contests, surveys or loyalty programs.
This tool allows you to upload an email list and build advertising campaigns based on the subscribers on that list, specifying whether they come from Gmail, YouTube or the search engine itself. You can upload this email list either manually or through the Adwords API or through the Adwords editor.
What is Google Customer Match?
Google Customer Match was created as a platform to complete Google's digital advertising offering . AdWords is the main tool, but it has some limitations when it comes to reaching users who have not visited your website before. AdWords complicates the task of reaching those users who have not seen your website.
One option is to resort to a patch, an action that allows you to do remarketing. The code that you place on your website will allow you to reach all those who come to you, but there is still an element missing that allows you to reach those who did not visit you, the forgotten market niche.
Google's innovative tool, Google Customer Match, allows you to reach users through three channels: search, Gmail and YouTube. The other channels included in the Google Display Network do not allow the use of Google Customer Match:
On YouTube, audience research is done by segmenting similar audiences among your most valuable customers.
In Gmail, you reach your target audience through personalized ads that will appear at the top of their inbox, in addition to the campaigns you have launched.
In Google search engines, as well as in Google Shopping, campaigns cv data are optimized by adjusting your bid based on what you know about your customers' activity.
Benefits of Google Customer Match
Facebook Custom Audiences
With Customer Match, Google offers a similar experience to Facebook Custom Audiences, trying to gain a deeper understanding of user preferences both online and offline.
In addition, the new tool will help you win back certain users who were already your customers in the past, exclude consumers, encourage cross-selling, as well as create profiles with the aim of finding similar users, which increases the potential for achieving conversions .
The main advantage of Customer Match is that it allows you to link email accounts with real people who use different Google services. AdWords will then allow you to upload the email list and cross-reference the data to locate those people. This way, you can show them specific campaigns.