At the end of 2015, Google rolled out Customer Match; a new targeting feature for Paid Search that allows you to reach existing customers while they are signed into Google.
Using a list of email addresses given to you by your customers, you can now serve ads to them via Google Search, YouTube or Gmail to promote relevant news or offers that they are likely to be interested in, like a new loyalty scheme for example.
Higher conversion rates
This means you can show highly targeted ads to loyal customers at the right moment. Given that the conversion rate for returning customers is on average 1.5x higher than for new visitors, Customer Match targeting opens up new doors for your business such as bidding on more generic keywords by increasing ROI.
This somewhat belatedly follows Facebook’s successful introduction of Custom Audience ads in 2012, allowing you to target people by lists of email addresses and telephone numbers. According to Facebook, companies have seen up to a 43% increase in conversion rate and a 30% decrease in cost per lead with Custom Audience ads.
Make your database work for you
Advertisers therefore can put their email database to work in more and more ways on an increasing number of platforms. Traditional email marketing, although still a valid channel in its own right can be fairly inefficient, with an average of just 21.55% of emails in the retail sector opened in 2015, let alone read, whilst the user can unsubscribe at any time.
By contrast, Custom Match and Custom Audience ads do not currently offer the option to unsubscribe.
Advertisers who are creative with their email lists can really drive business growth and with the landscape constantly changing, an effective data capture strategy is becoming increasingly important.
“For many Facebook advertisers, Custom and Lookalike Audiences have become crucial to being able to execute effective, profitable Facebook ad campaigns and now that the world's search giant is offering similar functionality, expect many AdWords advertisers to take advantage of it.” Econsultancy.
Please get in touch for more information on your targeting options.