In 2015, Remarketing became one of the most effective online advertising campaigns, judging by the results of those created by Trilogi’s online marketing department.
Remarketing, as we have covered in other articles, helps us reach users who have previously visited our website with personalized ads using static or dynamic banners. There are several types of Remarketing and several ways to build the user lists that will receive the ads. The newest is called Customer Match, and here’s what it’s about.
What is Customer Match?
AdWords Customer Match is a new tool created by Google to segment your own customer databases in Google Remarketing campaigns.
With Customer Match, or email lists, we upload a list of email addresses (our own database previously built from subscriptions, contests, etc.) via the AdWords API, AdWords Editor or manually, to create the audience that will see the ads in our Remarketing campaign.
The lists can be used for Search, Gmail and YouTube campaigns.
How do AdWords email lists work?
AdWords email lists work just like existing Remarketing lists, but they let us focus our online marketing strategies even more, with more personalized retargeting and advertising tightly aimed at its target market. We advertise our products and services more directly to the users in the lists we upload, generating strong interest.
Customer Match benefits and limitations
Customer Match offers several benefits over other platforms that already used this type of audience (Facebook, Twitter…):
- Better understand user preferences both online and offline, similar to the Facebook Custom Audiences tool.
- Generate sales through cross-selling and upselling strategies
- Raise awareness of related products among customers who have already made a purchase.
- Segment users and similar audiences for better advertising.
- Match email accounts with users of other Google services and cross-reference the data to find those users and show them active campaigns.
But like everything, it has some limitations you should know about:
- At the moment it only accepts Gmail and corporate email addresses
- The minimum number of email addresses validated by Google is 1000 (addresses linked to a Google ID).
How to create an email address list in AdWords
Creating an email list is similar to creating any other list for Remarketing campaigns.
Choose the Customer emails option and fill in the information requested for the new Remarketing list.
This is where we upload the file with the email addresses and the opt-out link so users can unsubscribe. We also choose the membership duration here.
The system needs some time to run checks, but it is currently faster than other Google verifications.
For more information, see Google’s help article on creating a customer email list.
Customer Match is a very new tool that is still being developed. Even so, we can predict it has high potential and will help us achieve higher CTRs and improve current conversion rates thanks to how easy it makes personalizing the audiences that see our ads.
For more information, ask us and Trilogi will advise you on creating the online marketing campaign that best fits your online business.
Image credits: moleskine.com
