Users might not always enjoy them, but advertisers surely do, so Google adopts new ad methods from Facebook in hopes to get their revenue up, and hopefully compete with the social media network.
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To use Customer Match, advertisers upload a list of email addresses, which can be matched to signed-in users on Google.
Companies can upload your email address to Google so when the internet goliath detects you surfing across the web, it can throw better-targeted adverts at you.
Customer Match is a new product created to help you reach your highest-value customers on Google Search, YouTube, and Gmail – when it matters most. Google will also give advertisers the option to have the ads appear in front of people who aren’t on their list, but whose Google profiles closely match those who do.
The line could be viewed as a jab at Facebook, which is second to Google in worldwide digital ad revenue but gaining fast as advertisers flock to its big set of data and 1 billion daily users.
While this will usually mean the ads are seen by people who already have a few form of relationship with the advertiser, it’s designed as a different and possibly more effective way to reach them. They can then target ad campaigns at that specific audience. Ads can also appear when those members watch YouTube videos or use Gmail. And this time, Google will be introducing another breakthrough inspired by Facebook’s success in targeting the right audiences. Also new from Google is Universal App Campaigns, which allows app marketers and developers to launch a new type of AdWords campaign to promote their app to app users across the Google network – including YouTube, where gaming videos are one of the hottest categories. “The ability to fold in real customer insight, understanding all the brand’s interactions with a person online and offline going as far back in history as you want is a huge leap forward” says George Michie, Chief Marketing Scientist for Merkle RKG. On Monday, Google opened the feature up more widely. According to Sridhar Ramaswamy, senior vice-president for ads and commerce with Google, mobile is changing the game for both consumers and brands.
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App install ads are growing in popularity. The app install ads prompts customers to download and install mobile app. It will announce the Customer Match on Monday evening amid the advertising week in New York.
