Targeting your ads to the right people for better conversions has long been an ongoing battle for all marketers. But earlier this month, Google announced a fantastic new tool that will help you do just that. Customer Match allows you to target and advertise to Google users whenever they sign into their Google account from any device, whether it be their phone, tablet, or computer.
This will make it so much easier for marketers to get their message in front of the relevant people – those who want to see it and who may be interested enough to click through and make a purchase. In other words, those who are most receptive to it.
How does it work?
Anyone with a database of customer email addresses can upload these into the new advertising system. Google will then match these details to signed in users, allowing you to design and build a campaign specific to your target audience. Customers don’t even have to be reading their email to get the ads. They can be logged into any Google account, such as Google+ and YouTube.
Google gave the following example of how an advertiser can benefit from the new targeting tool:
“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 favorite videos on YouTube or catching up on Gmail, you can show ads that inspire them to plan their next trip.”
Target the right customers at the right time
Instead of sending mass emails to your contact list hoping to get an interested buyer, you can wait until one of your contacts actively shows an interest through their search inquiries or the website they visit. If they search for something related to your product, you can have your ad displayed right there for them to see. Since the customer already signed up to receive your marketing emails, they will already know your name, and your ad is more likely to stand out to them.
These customers already showed an interest in your product in the past because they opted in to receive your emails. And since they are now searching in Google for related products and services, you know that they are still interested, making now the perfect time to target them. And, you’ll no longer have to worry about losing customers by emailing too often and having them unsubscribe. Now, your ad will be delivered to them when they are most receptive to it.
With their extensive knowledge about their account holders search patterns, Google can even help you widen your customer list by showing your ad to users who haven’t signed up to your list but who have similar interests to your customers. This has the potential to convert any of these Google account holders into new customers for you.
Imagine your customers see your name on a regular basis just by watching videos, shopping online or even catching up on current events. This can go a long way from turning your email list from readers into buyers. Your ad can catch them just at the right time or cause a spontaneous purchase that might not happen otherwise. Customer Match could really give your business marketing the edge it needs for a successful online campaign.
Of course, in order to use this tool and see results, you will need to have an established email marketing list – Google requires a minimum of 1,000 addresses before you can create an email list to target. But with Customer Match, this tool, Google will help increase the odds of you being able to convert more of the customers on your list.
Many people consider email marketing to be a thing of the past. With Google’s new tool, perhaps it soon may be!
Click here to learn how to create a customer emails list with Google’s new Customer Match tool.