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Grace Bethell
Grace Bethell 6 October 2015

Google Releases New AdWords Customer Match

This is the first time that Google has let advertisers upload their own customer data into AdWords, with the aim to help advertisers be there and be relevant in those intent-rich moments that truly matter.

Google AdWords launches its new targeting method: Customer Match


What Is Customer Match?


Google launched their latest AdWords development at Advertising Week’s, Times Center Stage recently.


Their new innovation is called Customer Match, which will let advertisers upload email lists as a new way to target customers and similar audiences with ads on Search, Gmail and YouTube. This is the first time that Google has let advertisers upload their own customer data into AdWords, with the aim to help advertisers be there and be relevant in those intent-rich moments that truly matter.

How Will Customer Match Work?


Google has designed Customer Match to help advertisers progress and influence their highest-value customers on Google Search, Gmail and You Tube. Google will allow you to upload email addresses manually or through the API, which will work by matching email address against users who are signed-in on Google. Advertisers will then be able to build campaigns, set bids and create ads specifically targeted to audiences assembled from their email lists. Reaching segments with tailored ads such as loyal customers, newsletter subscribers or even recent buyers on search, Gmail and YouTube. 


Advertisers will also have the opportunity to expand their existing customers to Similar Audiences on both Gmail and YouTube. Similar Audiences gives you with the option to find users who share similar characteristics with your current customers, expanding the potential reach to high-value customers further. This option already exists for retargeting lists on The Google Display Network, now advertisers will be able to find people who share similar characterises as your email marketing lists. 


Google is not the only advertising platform to offer the option to target by uploading existing email marketing lists, Facebook and Twitter have been slightly ahead of the curve with already offering the option to target in this way. However the wait for Google to develop this feature is nearly over as it has now been announced that Customer Match is going to be rolled out to all advertisers in the next few weeks.


Need help developing you’re paid search strategy? Or want to find out more about new paid search opportunities? Email a member of the team today hello@toinfinity.co.uk.

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