Customer Match is a relatively new option in AdWords and definitely worth your time. Essentially, Customer Match allows brands to show PPC ads to their own email address list. Once your email contact list is uploaded into AdWords, Google will show those users your targeted PPC advertisements when they use Google Search, Gmail, or YouTube (the Google Display Network is currently not a part of Customer Match).
Customer Match is pretty exciting because it allows brands to target people who have already expressed interest in their brand, and since the ads also show up in Gmail, it’s an excellent way to reinforce email marketing efforts. Even more importantly, Customer Match lets the company create several lists so that the ads seen appear personalized. For example, a restaurant could upload an email list of their customers who have a birthday this month. Then, when those people login to their Gmail account, they will see a special birthday offer for 20% off their next visit.
Since Customer Match is new, there are still a lot of questions about it. Here are the key details that we think an advertiser needs to know before integrating Customer Match into their email marketing campaign:
While Customer Match isn’t a replacement for other AdWords options, it is certainly a simple and effective way for companies to target people who have already expressed interest. To test out Customer Match using your email contact list, contact Zero Gravity Marketing today.