How to Use Your E-Mail Lists for Effective Search Engine Marketing
A recent announcement from Google pleased business owners and web marketers: Google will provide advertisers the ability to target ads according to email lists. The new targeting feature, called Customer Match, can target gmail, google search and YouTube.
With this unprecedented specificity now open for targeting, you and your business can ensure that your ads are geared to reach your most loyal customers. Users can control the ads they see, including Customer Match ads, by opting out of personalized ads or by muting or blocking ads from individual advertisers through Google Ads Settings. Below is an example how Google explains the new feature:
“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.”
How Customer Match Works: in Three Simple Steps
- Retailer creates a list from the email addresses their customers have given them.
- Retailer creates a “Search Network only” campaign that targets this list.
- Retailer’s customers, who are signed in to their Google Account, see the retailer’s ads as they use Google search.
Using Customer Match, you can also generate Similar Audiences to reach new customers on YouTube and Gmail who are likely to be interested in your products and services. For example, you can drive awareness on YouTube for new non-stop flights by showing TrueView ads to prospective customers who have similar interests and characteristics to your rewards members.
If you haven’t used Google AdWords for web marketing, there has never been a better time to utilize the platform. Google provides more details about customer match HERE. If you are interested CelebritySites search marketing services, visit our search marketing page.