With Google’s new Customer Match program, which will roll out to advertisers “over the next few weeks”, marketers can better reach their “highest-value customers on Google Search, YouTube and Gmail – when it matters most”, Ramaswamy said.
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Uploading a list of email addresses will match them up with the corresponding Google users.
Google’s Senior Vice President of Ads and Commerce, Sridhar Ramaswamy, announced the new Customer Match product in a blog post on Monday. Specifically, the new product, called Customer Match, will give advertisers the ability to upload a list of email addresses of their customers that can then be matched with logged-in Google users-similar to Facebook’s Custom Audiences. Google’s goal is to use its reach across search, mail with Gmail and video with YouTube to deliver as relevant a message as possible. However, the targeted new customers will have to be signed in but not necessarily on the advertiser’s list.
There could be other reasons, too: You could also argue that Google has been so successful with its core search products that the idea of adding new features may have been put on the backburner. It also reported that Facebook is by far the most important app channel among the app marketing community. These will be available as a cost-per-install campaign type on AdWords, with most set-up automated by pulling images, videos and copy from the app’s Play Store listing.
In addition, Google has launched the Universal App Campaigns service.
Most of the mobile app install ads you see tend to take place in other apps. If an automaker or an Italian restaurant could share the list of the customers with Google, the businesses can ensure that Google will put their ads to the customers next time when they search for a minivan or pizza delivery. Google is also upping its game in app promotions. Advertising accounts for most of the revenue at both technology giants.
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”.
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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.
