Google Adwords Introduces New ‘Customer Match’ Targeting

Wouldn’t it be great if you could target specific users with pay-per-click (PPC) ads based on their email address? Well, this may soon become a reality thanks to a new feature that’s being added to Google Adwords.

The Mountain View company announced the new feature on its blog last month, referring to it as “Customer Match” targeting. Google says this new feature will allow Adwords advertisers to create custom ad targets via email addresses. Assuming you have a list of prospective customers and clients, you simply upload the list to your Adwords account, choosing “Customer Match” targeting, and Adwords will do the rest. The only people who will see your ads are those listed in the email list.

It’s important to note that Customer Match only works in conjunction with email addresses associated with Google Products. Upon uploading the list of email addresses to your Adwords account, Google will cross-reference them with YouTube, Gmail, Drive, and other products to see if there’s a match. Assuming the email addresses correspond with Google product email addresses, your ads will effectively target those users. If the email addresses are not associated with Google products, however, they will not reach those users.

“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. 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,” wrote Sridhar Ramaswamy, Senior Vice President of Google Ads and Commerce, in a blog post announcing the new feature.

Furthermore, Google says that users can choose to opt out of personalized ads. While few people actually use this feature, it is available. If a Google user doesn’t want to receive customized ads, such as the case involving Customer Match targeting ads, he or she can opt out from within their Google account settings page.

Customer Match targeting isn’t the only new feature that’s being introduced to Adwords. Google also revealed a new Universal App Campaigns feature, which allows app developers to advertise their apps across Google Search, Google Play, YouTube, and various third-party websites.

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by Chris London of Pixel Productions Inc. The Everything Design Company