Google has launched AdWords Customer Match which allows advertisers to upload email lists in order to target customers through Gmail, Google Search and YouTube ads. With this move, Google has integrated first party information with search results, Gmail and YouTube.

The launch had been in the news prior to its release. This is the first time that Google has ever provided advertisers the opportunity to use customer-owned data in AdWords to target ads. Google simply matches the signed-in users with the uploaded email addresses and target them accordingly. The individual email addresses are encrypted. This algorithm will allow advertisers to target ads specifically aimed at target audience formed from their uploaded email list.

Previously, advertisers served ads to visitors using retargeting lists captured from Google Analytics, with display ads. The Retargeting Lists For Search Ads, also known as RSLA, offers bidding on ads to serve tailored audience. The lists in retargeting is built through cookies. Though, users can block or delete cookies and this is not compatible for mobile. However, the mechanism used in Customer Match is more suitable across devices.

The AdWords Custom Match options have been available with Facebook and Twitter for a long time, in the form of Custom Audiences and Tailored Audiences. Now, it is also offered by Google. The user privacy stipulation involved had caused Google to be in doubts with this release previously. However, they have finally released this option.

Similar Audiences Progression

With this release, advertisers can not only reach existing segments, but will also be able to engage new prospects with the growth in Similar Audiences.

The option of Similar Audiences has been available in retargeting lists with the Google Display Network. This service builds user lists on the basis of browsing activities in the Display Network. It also uses contextual signals through users in the retargeting lists. This is done to reach new users that share similar interests.

It is now possible to build such lists on the basis of CRM audience activities.

The Similar Audiences available from the Customer Match lists could be used to target on platforms like Gmail and YouTube.

Advertisers need to upload the lists of emails to Audiences in the AdWords, to get started. This can be done through the API or manually. You can upload unlimited number of lists.

AdWords Customer Match is now available in different regions globally for advertisers to maximize their marketing strategies.

By Manesh Ram, Digital Marketing Specialist. Please follow @maneshram & Meta