Change is afoot for Google's Customer Match, which recently became available on the Display Network. This is exciting news for businesses looking to expand their digital marketing footprint while customizing campaigns to achieve the best possible return on investment (ROI). Below, we explain why Customer Match is so valuable – and why it will be even better now that it's enabled for the Display Network.
What Is Customer Match?
Google's Customer Match draws on the often underutilized power of online and offline data to re-engage with prospects and customers across a wide array of digital channels. This tool targets ads based on information customers have already shared, thereby increasing their likelihood of viewing and responding to relevant messages. From building brand awareness to procuring conversions, this tool can be used to achieve a variety of ambitious advertising goals.
How to Get Started with Customer Match
Customer Match is relatively easy to use, but there are a few key elements you should consider as you embark on your next advertising campaign. First, keep in mind that Customer Match is not available for all advertisers. To qualify, your account should already possess a solid history of policy compliance, as well as a strong payment history. This service is only available to advertisers that have been active on Google Ads for at least 90 days – and with a lifetime spend of over $50,000.
If you meet the requirements outlined above, you can get started with Customer Match by contacting your assigned account manager and requesting access. Unfortunately, if you don’t have an account manager yet, you may currently be ineligible for the service. However, Google intends to release an application process in the near future, so stay tuned.
Where Can My Ads Be Shown?
As mentioned previously, Customer Match has long been available for standard Google searches, as well as on youtube and Gmail. The addition of Display Network, however, represents a whole new ball game for those looking to take their Customer Match efforts to the next level. That being said, Customer Match's other applications remain as valuable as ever.
Top options include:
- Search – This is arguably the most common application for Customer Match. The Search Network allows you to adjust bid levels based on what you learn about your customers' online behavior.
- YouTube – Customer Match makes it easier to reach new audiences by targeting YouTube viewers with similar attributes to current customers.
- Gmail – With Gmail, Customer Match can reach existing customers or expand audiences through the use of personalized ads, which are displayed near the top of users' inbox tabs.
- Display Network – The latest and most exciting addition to the Customer Match lineup, this approach harnesses the power of the Google Display Network to reach customers via personalized ads.
No matter which channels you intend to use with Customer Match, your organization can benefit significantly from this service.
Craft an Effective Pay-Per-Click Strategy with Help from ZGM
Ready to ramp up your Customer Match efforts to include Display Network? Zero Gravity Marketing can help you take the steps needed to expand your digital campaign's reach and ROI. To learn more about our PPC services or speak with a pay-per-click expert, contact us today!
Daniel Hamilton
