Customer Match represents the biggest change to Google AdWords in a decade — and (if you make full use of Customer Match) it will totally revolutionise the way that you remarket to your customers and how you find hot new prospects.
Customer Match is reshaping Search Engine Marketing, eCommerce and Multichannel Marketing, all at the same time — which is all the more surprising since the concept isn’t even original.
So what exactly is Customer Match and why should it matter to you?
Here’s how Google described the new offering, on September 27 (ahead of its official launch at New York Advertising Week the next day):
Customer Match is a new product designed to help you reach your highest-value customers on Google Search, YouTube, and Gmail — when it matters most. Google Customer Match allows you to upload a list of email addresses, which can be matched to signed-in users on Google in a secure and privacy-safe way. From there, you can build campaigns and ads specifically designed to reach your audience.
If you dabble in Facebook Advertising, you’ll note that the idea is remarkably similar to that of Facebook Custom Audiences — upload a list of email addresses and Facebook will match those lists to its members, providing you with a highly targeted group of marketing prospects. And Twitter offers a CRM Match service which does essentially the same thing.
So why are we making such a big deal about Google Customer Match?
There are a number of reasons why Customer Match is so significant. Here are a few of them:
- Customer Match will enable you to reach out to your existing customers more effectively (and more regularly), without drowning them in spam or sending them irrelevant messages.
- Customer Match enables you to capitalise on what you already know about your existing customers, and provide relevant marketing messages based on that knowledge. You no longer need to treat everyone the same way, but instead can communicate differently depending on the characteristics of those customers.
- Customer Match solves today’s biggest remarketing problem, that cookies don’t travel across devices and don’t work on mobile. Email addresses, however, can identify the same user uniquely.
- Your messages, delivered via Customer Match targeting, will be highly relevant because they’re linked to specific keywords and not merely served up to browsers regardless of whether they’re in buying mode or not.
- Customer Match is available across three massively popular platforms: Google Search, Gmail and YouTube. No matter your target audience, you’re likely to reach them through at least one of those platforms.
- Google Search and YouTube can reach audiences at the very moment when they are showing purchase intent. As you’re probably aware, search advertising can be at its most effective when searchers are using “buy”-type keywords. Customer Match allows you to target your existing customers when they’re in buying mode.
- First-Party Data (i.e. information from your own databases) is becoming more and more important for marketers. As noted in a recent eConsultancy survey, 82% of marketers indicated that they would be increasing their use of first-party data over the next twelve months. Thanks to Facebook, Twitter and now Google, it’s now becoming easier and easier for marketers to capitalise on their existing databases.
According to Google’s late September posting, Customer Match “will be rolling out to all advertisers over the next few weeks” so NOW is the ideal time to learn all about the new offering, how it works and how you can set yourself up to take full advantage of the service.
Google Customer Match Special Report
If you’d like to know more about Google Customer Match (and you really should), grab our Special Report.
Here’s what’s covered in the Google Customer Match Special Report:
1 The Most Important Facts You Need to Know About Google Customer Match. In this introductory section we provide a helicopter-level overview of Customer Match, identify the most compelling advantages of the new offering and show you how Customer Match just might enable you to reinvent your online business model. We also explain how Customer Match is the tool we all need to cope with consumers’ migration to mobile devices and multi-channel habits now that smartphones have become universal.
2 The Key Features of Google Customer Match. As we take you through the most significant aspects of Customer Match, you’ll probably have a Eureka! moment as you realise the shortcomings of current remarketing strategies — and how Customer Match can not only help you rescue lost sales, it can also help you to get virtually-personalised, highly relevant messages in front of your very best prospects, your existing customers. Did you know that it can cost you seven times more to acquire a new customer than to retain an existing customer? In this report, we show you how you can really capitalise on your existing relationships.
3 Google Customer Match: Primary Benefits. In this part of the Special Report, we examine the three factors that Google considers are the most important in Search, and show you how Customer Match makes it easy for you to achieve all three factors and interact effectively with customers as they make their way through their buying journeys. We talk about Purchase Intent and why that’s such a major benefit for those who use Customer Match.
4 The New Importance of MicroMoments. Earlier in 2015, Google introduced the concept of MicroMoments, defined as those “I-want-to-know, I-want-to-go, I-want-to-do, I-want-to-buy moments when decisions are made and preferences are shaped”. In this report, we show you how Customer Match can help you be there during some of those key micro-moments.
5 How to Use Google Customer Match. In this section, we take you through the processes required to use the Customer Match facility. It’s not rocket science but there are a few steps involved — and we’re there to help. We also look at how effective Google Customer Match can be, compared to Facebook Custom Audiences (yes, the first results are starting to come in).
6 How to Clone Your Best Customers. Effective acquisition programmes are often predicated on the notion of finding people with similar characteristics to those of your best customers. But what if Google could do that for you, serving your messages to those who look a whole lot like your top clients? Customer Match offers that facility, initially via YouTube and Gmail – and we explore the implications and the possibilities.
7 Why Sometimes You Should Not Talk to Your Own Customers. Sure, many of your customers are wonderful — but sometimes you just shouldn’t be talking to them. For example, when they’ve already bought the product you’re promoting, you don’t want to waste your money and their time trying to sell it to them again. We examine exactly how Customer Match can help you exclude certain customers, and when you should use that facility.
8 The Vital Importance of Effective Segmentation. In this section we discuss how you can slice and dice your customer databases effectively to take maximum advantage of Customer Match. This is the single most crucial aspect of Customer Match — if you get this wrong, you’re probably throwing away both your time and your money.
9 Why Customer Match is So Essential for ROI. We close by following the money — and showing you how Customer Match can help improve your Return on Investment for your AdWords marketing. You’ll learn how you can make your money go even further and sharpen your focus – while, paradoxically, opting for more generic search terms.
The Google Customer Match Special Report is now available, for just $97 (including GST).
Click the button below to be taken to PayPal to order the Google Customer Match Special Report.