Google has launched a new and exciting AdWords feature called Customer Match, which allows advertisers to target their ads at specific people using their email addresses.
In the past, advertisers have had to rely on demographics & affinities provided by Google, or past online actions to target users in AdWords. Customer Match allows advertisers to now create and target a custom user audience simply by uploading a list of email addresses. This will allow advertisers to serve different ads or cater their bids for users at different stages of their purchase journey. So long as you have their email address, Customer Match allows you to reach them on Search, Gmail, or YouTube.
Great news for advertisers
Customer Match has the potential to be an extremely powerful tool. People who already have a relationship with your business are your most valuable customers. Customer Match allows you to reach these people, in Google’s own words, ‘in ways that are most relevant to their intent and content’.
Targeting custom audiences by uploading your existing email marketing list is already a powerful tool for Facebook and Twitter advertisers and is also expected to help advertisers who are currently using Content Remarketing, Gmail Sponsored Promotions, or Remarketing Lists for Search Ads (RLSA) by giving them the ability to serve a specific bid or ad to users more actively considering purchasing or who may have originally converted offline.