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customer match

Introducing Google Customer Match3 min read

Google Customer Match offers businesses an exciting new solution for getting their brand, service and products in front of their databases at key moments.

Announced just a few weeks ago, Google Customer Match is currently being rolled out across the whole of the UK. With it, you can securely upload your customer email database into the Google platform, to then target them with campaigns and ads using Google’s powerful online marketing suite allowing you to reach your audience in brand new ways.

How does it work?

Google will match the email addresses in your databases with those that are in use with their Google accounts. Where there’s a match you will be able to target that contact with campaigns whilst they are either performing a search query on Google, checking their promotions on Gmail, or watching videos on YouTube. There is so much opportunity with this new tool as it enables business to deliver the most relevant information based on what they’re database is doing, wherever they are, when they’re at certain points in the buying process, and on any device they’re using.

An example of Google Customer Match in action

Let’s say you’re in the holiday cottage industry and have a lovely collection of cottages for rental. You also have a lot of availability going into next year, and if you don’t secure the bookings for the first weeks, the cottage owner might get there first or even worse, other agents! What you also have though is a sizeable database of people that have either previously booked a cottage with you or have enquired about staying in one of them.

Wouldn’t it be great if you could get in front of your database just as they started to think about their holiday plans for next year? You could send an email newsletter to their database or a text or a letter, but in actuality only a small amount of your database might be starting to think about holidays for next year at this point.

With Google Customer Match you could upload that database into Google’s campaign manager and then set up a search campaign to show ads for your cottage company right at the top of their Google search results, on any device, just as they’re starting to searching for holiday ideas, or for even hotels, B&B’s or any other accommodation alternatives. This allows you to get your business in front of them at the crucial point in time where they are starting to show a certain level of interest in making some holiday plans!

Let’s step back and think about this for a moment. With Google Customer match we finally have the ability to target customers during these key moments, giving us the power to provide timely and relevant offers to them which are going to be FAR more likely to convert than say, mass mailing your database with an offer that will only be relevant to a small proportion of them. Exciting stuff hey?

Using Google Customer Match For New Customer Acquisition

In addition to supporting your retention campaigns, Google Customer Match can also be used to generate what they call “Similar Audiences” to target via YouTube and Gmail. These similar audiences are created by Google from looking at the behaviour and search history of your users to create a demographic profile which they can look for in other Google users to provide a new targeted group for businesses to target. Based on the similar characteristics of these new lists, when compared to your database they should be likely to also be interested in what you’re offering, and a new worthwhile group to target within your acquisition strategy.

If you would like to find out more about Google Customer Match, then click here to watch our short webinar recording “Introducing Google Customer Match: Uncovering Google’s Exciting New Tool To Target Your Existing Customer and Prospect Databases Online“.

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