Customer Match: Use Email List to Target Customers on Gmail, Search and Youtube

Google Customer SearchGoogle is on the verge of releasing a new AdWords feature that will let advertisers target customers by uploading the email list. This will span across Google’s established platforms like Gmail, Search and Youtube TrueView ads to target customer segments with tailored ads on multiple devices.

The emails would be uploaded via AdWord API or manually and the list data would be matched with Google sign in emails. The important thing to notice here is that Google has taken care of anonymity along with privacy policy.

In addition to this, Google will also provide opportunity to advertisers to target audiences who are not in their list but match the profile of the customer uploaded by them. This way advertisers will be able to get better conversion rate as the likely hood of such audiences purchasing the product becomes more.This type of advertising is certainly better than targeting audiences based on information scrapped from their website visit. Ad buyers will surely love this kind of precise ad targeting and pay of it.

Although Facebook has been doing similar type of targeting through its ad platform, Google finally chose to implement this ad tech probably because of its huge demand. Google’s focus on making the core search product robust and adhering to regulatory policies of user privacy might have put this AdWord feature on the backseat.

In the end let’s check out what Mr. Sridhar Ramaswamy (Google’s SVP of ads and commerce) said to explain the feature in a press release:

“A travel brand can upload the names of people in its rewards program, who will then be served ads from that travel brand the next time they are searching a relevant term. Similarly those ads (or others like them) can then follow a user when she or he visits YouTube or checking email on Gmail.”

“Whether they’re searching on Google, checking promotions on Gmail, or watching videos on YouTube, we can deliver the most relevant information based on what they’re doing, wherever they are, when they’re looking, and on any device they’re using. Today, we’re building on these capabilities with new ads innovations to deliver even more relevance.”

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