Ben Davis says, “Customer Match is Google’s equivalent of Facebook Custom Audiences, using email addresses to target PPC ads and display ads across Gmail and YouTube.

You can read the Google announcement here for a quick summary. But, what will Customer Match mean for marketers?

1. PPC ads can get much more personal

Leaving aside the display ad element of Customer Match (through Gmail and YouTube), there’s incredible scope for newly personalised PPC campaigns.

Think of all the segmentation possible with your customer database.

All these segments can be experimented with, changing bid levels, keyphrases and creative. Say you want to target lapsed customers, you can do so through a medium more timely and more relevant than email (especially if the customer has unsubscribed)“.

Google Customer Match: what does it mean for marketers?

‘Econsultancy’ Blog

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