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What is Google Customer Match and why should you be using it?

Shedding light on a new form of Pay Per Click targeting too good to ignore

Read in 3 minutes

By Ben Robson

Co-founder, GOAT

What is Google Customer Match targeting and why you should be using it

Earlier in 2015, Google announced the launch of Customer Match targeting – giving brands the opportunity to connect with their target audience, right at the moment they are in ‘doing’ or ‘buying’ mode.

Mobile search overtaking desktop search in May 2015. The need to deliver immediate and relevant content / ad messaging to cater for the consumer’s desire for finding exactly what they want, in an instant, has never been more crucial – nor the opportunity so large.

Brands and businesses that succeed are the ones who connect with people when they are in the process of ‘booking their next holiday’, buying the latest gadget’, ‘planning their marketing and website design spend for next year’ etc.

To help brands achieve this, Google has launched Customer Match.

Google’s, Sridhar Ramaswamy, Senior Vice President, Ads and Commerce gives the lowdown in his post, here – with the major points detailed below:

“Customer Match is a new product designed to help you reach your highest-value customers on Google Search, YouTube, and Gmail — when it matters most. 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.

“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.

“Users can control the ads they see, including Customer Match ads, by opting out of personalised ads or by muting or blocking ads from individual advertisers through Google Ads Settings.”

“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 favourite videos on YouTube or catching up on Gmail, you can show ads that inspire them to plan their next trip.”

And here’s the even cooler part:

“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.”

The potential with Google Customer Match targeting is huge – tapping into people’s searches, right at the moment they are in buying mode.

To start using Customer Match for your brand, contact GOAT to find out how Pay Per Click (PPC) campaigns can help your brand to disrupt the market and reach previously untapped customers.

You can also follow @GOATDigital on Twitter, for all the latest digital marketing news and updates.