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Google AdWords Customer Match via Email Lists

February 19, 2016

It’s hard to believe, but it has finally happened.  You, as a Google advertiser, are finally able to create campaigns, ads and set bids specifically geared to audiences built from your email lists.  That’s right, Google has made its move to bring first-party data to search results — and YouTube and Gmail.The new product, called Customer Match, lets you upload your customer and promotional email lists into AdWords. The new targeting capability extends beyond search to include both YouTube Trueview ads and the newly launched native ads in Gmail.

Customer Match marks the first time Google has allowed advertisers to target ads against customer-owned data in Adwords. Google matches your email list addresses against those of signed-in users on Google.  You are able to set bids and create ads specifically geared to audiences built from your email lists.  Typical retargeting lists are built with cookies, which users can delete or block and aren’t suited for mobile. Email list addresses and user sign-ins, on the other hand, are more stable across devices.

Here’s a great example:

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, 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/or services. You are serving ads to prospective customers who have similar interests and characteristics to your email lists.  Your brand is right there, with the right message, at the moment your customers and prospective customers are most receptive.

To get started with Customer Match, upload your email lists to your Audiences within AdWords.  There isn’t a limit to the number of lists you can upload.  Now start targeting your email lists directly.

For more information visit: Google Customer Match

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