At an advertising industry conference in New York this week, Google is expected to debut a system for businesses to direct ads specifically to consumers whose email addresses they already have on file.
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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.
Google is on the cusp of rolling out an anticipated and in-demand product feature in AdWords: the ability to upload and target audiences built from advertiser email lists. Jerry Dischler, Vice President of Product Management at Google said that their goal is to improve the relevance of ads that appear alongside the search results, YouTube and in Gmail.
Customer Match and Similar audiences will be made available to Google advertisers over the next few weeks, the company said. They can then target ad campaigns at that specific audience. The social network will be working with Nielsen on a new metric and ad buying option to let advertisers more closely link their TV ad spend with Facebook video spend.
Google go on to explain “Let’s say you’re a travel brand”. The idea is to make campaign creation, execution and management as simple as possible while offering access to the scale Google can offer.
With many brands now developing their apps, driving app downloads in new ways is a key priority for many marketers.
Advertising bids are based on a cost-per-install target preset by application marketers, and all of the creative pieces are automatically pulled from the Google PlayStore, per Google.
Google took Times Center Stage Monday afternoon to announce two new products: Universal App Campaigns and the long-rumored Customer Match targeting to kick off Advertising Week in New York City.
The second feature is the “Universal App Campaigns” that was unveiled in May. So far, it seems Facebook has seen to incredible figures due to their ad products. And Google’s in a good position here: Google owns four of the 12 sites that have more mobile app traffic than browser traffic in the U.S., according to Morgan Stanley Research. Google is also upping its game in app promotions.
Google is the king of the online ad space and the firm is always unveiling new ad products that will draw the ad dollars and keep advertisers locked on its platform.
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“Mobile has changed the game for both consumers and brands”.
