Google’s newest feature for AdWords, Customer Match, offers advanced avenues for reaching both current customers and prospects. Google Match allows marketers to upload their email databases to AdWords and to target those people across multiple platforms. Along with the ability to find current or prospect lists online, the release also includes a new functionality known as “Similar Audience.”
What is Google Match’s “Similar Audience”?
Marketing requires several touchpoints to make a sale. Google Match now offers additional touchpoints for engaging potential customers or encouraging up-sales. Many marketers, however, also need fresh, new leads to satisfy sales departments. Customer Match’s Similar Audience feature offers just that.
Similar Audience helps marketers prospect for new customers based on parameters within their current, uploaded email lists – even if they’ve never interacted with the brand or website. These new prospects have similar characteristics to the uploaded lists, which means that marketers can better focus on those targets who are more likely to take a desired action.
How AdWords Creates Similar Audiences
AdWords creates these new audience models by using browsing data to find users with interests and characteristics similar to a marketer’s uploaded list. The ability to expand to new audiences is not a new feature for AdWords: It’s been in use for remarketing for a while. Remarketing similar audiences are built based on activity on the Google Display Network and contextual targeting.
As marketers update their email lists, AdWords will also update the targeting data for the similar audiences. So if marketers change their target audience parameters, AdWords will adjust based on the new information.
What This Means for Marketers
Customer Match and Similar Audiences are still being rolled out, but they offer new avenues for reaching prospects and providing potential upsell opportunities. While there’s no limit to the number of email lists that can be uploaded, marketers, however, should start small and get a feel for the platform and its capabilities.
If targeting multiple audiences, ensure that messaging is specific to each audience as opposed to generic messages across all target groups. Review analytics to verify that the right audience is being reached. While AdWords targeting can be highly effective, it still needs to be reviewed on a continual basis.
Photo: Steven Depolo, Flickr