Customer Match is essentially a stepped-up version of a service that Google already offers, which lets businesses to re-target Web surfers who had already visited their websites. Advertisers can upload customer Gmail addresses – “in a secure and privacy-safe way”, adds Google – and, for the first time, can deploy them in targeted campaigns along with search and YouTube.
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First up, Google has announced a new product called “Customer Match”.
Dubbed “Customer Match”, the new tool lets advertisers upload a list of email addresses and build ad campaigns to target those that match users on Gmail, YouTube, or Google. Whether they’re searching on Google, checking promotions on Gmail, or watching videos on YouTube, we can deliver the most relevant information based on what they’re doing, wherever they are, when they’re looking, and on any device they’re using. Hopefully it doesn’t happen often-but when it does, you should be able to say, “Never see messages from this person again”, said Product Manager Sri Harsha Somanchi in the official Gmail blog.
Google’s other new ad feature, the Universal App Campaigns, allows advertisers to run app install ads across Google Search, Google Play, Google Display Network and YouTube.
Canadian marketers that want to make inbound calling Google AdWords campaigns are now getting access to a tool… It also reported that Facebook is by far the most important app channel among the app marketing community.
In this new method, Google can utilize app images and descriptions from Google Play and automatically create an ad out of it which will be targeted to each property.
Now we have a more complete picture in the form of Universal App Campaigns.
Besides from the two upcoming products, Google is also coming up with a new approach of app install ads.
Undoubtedly, Google has done the maths and the impact on the Adwords auction is highly likely to net out at more spend for advertisers.
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Morgan Stanley’s report, released to clients earlier this week via email, said: “This speaks to the structural advantage of Google’s search product (still at the top of the mobile consumer funnel, ) and the need for companies to continue to spend on Google paid search to grow”. The tech giant is now looking to expand, and has recently announced two new products that will help them draw in more advertisers.
