Saddle up your computer and get ready for the wildest quiz of your life. We’re pleased to announce the launch of the 8th annual Biggest Search Geek competition. Test your skills against thousands of SEM cowboys and cowgirls around the world.
We reckon this quiz is our hardest yet. Some of the questions are guaranteed to get you hoppin’ mad. One of you city slickers will be our winner and boy are you a lucky son of a gun, ’cause this year’s bounty is a trip to SMX Advanced in Seattle.
But wait, there’s more! You’ll also get to pick from an Apple Watch, Amazon Echo, or Microsoft Surface Pro 4.
Good luck, y’all! Oh, and just a friendly reminder – never squat with your spurs on!
What are you waiting for? Giddy up: http://biggestsearchgeek.com/
This is a guest post from Dionte Pounds, Account Manager at
Last month, I discussed how to use proper segmentation to optimize the performance of Dynamic Search Ads campaigns and why segmentation is vital for success. Segmentation also plays a large part in the success of shopping campaigns.
If you’re not already familiar, shopping campaigns promote your online inventory of products by matching search queries to ads that feature these products. These ads, known as product listing ads, can appear in Google search results or on the Google Shopping results page.
Shopping campaigns generally benefit from high click-through rates and low CPCs. With segmentation, the value of shopping campaigns increases. Reporting on specific product performance becomes even easier. Product bidding becomes more accurate. And, overall product management improves through better organization.
If you’re a digital advertiser new to shopping campaigns, the steps below can help you successfully leverage this campaign type.
Proper segmentation doesn’t actually begin in the AdWords interface. The foundation of a highly organized and structured shopping campaign truly starts with the data feed. The data feed contains all the product data that’s uploaded to the Google Merchant Center. The Merchant Center essentially houses all the product data and makes it available to Google and Google Shopping.
To make sure proper segmentation within AdWords is possible, include as much data as possible for each product. For segmentation purposes, it’s vital to include the brand, condition, Google Product Category, and product type attributes. You also have the ability to include up to five custom labels that you can segment by. We’ll touch more on that later.
I strongly recommend having values for not only the required data attributes, but as many of the optional attributes as well. Google is more likely to reward products with rich data with a higher impression share and better ad position. So, there are incentives for fleshing out your data feed as much as possible, beyond just functionality.
Once your foundation (accurate product data) is set, you first need to figure out what type of segmentation makes the most sense for your business. To go back to the online luxury jewelry store from my last article, if I’m selling different brands of jewelry, I know that select brands are more popular than others. Because of this, I want to be able to bid differently for each brand in my inventory.
So, for this example, it makes sense to first segment, or subdivide, my shopping campaign by the Brand attribute. Selecting the correct starting subdivision immediately improves my ability to bid better, as I now have organized product groups that provide insightful data that allow me to bid more accurately than if they were grouped together.
Let’s imagine my online jewelry store sells Cartier, among other brands. After first subdividing all my products by brand, I now have a product group specifically for Cartier products. While this is great, I know that I get different returns from different product types, such as rings, bracelets, or necklaces. So, I want to be able to set bids for each individual Cartier product group.
What I would then do is segment that Cartier group by the product type attribute. Now, I have the ability to bid for Cartier rings separate from Cartier bracelets. Once you have your first subdivision completed, you can continue to subdivide until you believe you have the correct product organization for your business.
Keep in mind that each time you subdivide by another attribute, the bid will be placed at the resulting product groups. While this gives you improved bidding and a clear understanding of what products drive revenue for your business, you don’t want to subdivide too much. This could make the product group too small to get any valuable data from and optimize around.
Earlier, I mentioned that in addition to the Google required data attributes, you have the ability to create up to five custom labels for each product. Utilizing these labels allows you to be a bit more creative with the segmentation of your shopping campaign than the standard parameters Google allows, and to better segment by attributes that make the most sense for your business goals.
For example, let’s say my jewelry store categorizes products by expected popularity. A product could be given a rating of High, Medium, or Low. By including this rating in the custom label column, I could then subdivide my initial brand segment by this custom label, and bid up for the most popular products and bid low for less popular items.
Let’s say my jewelry store sells Cartier watches. Imagine these product listing ads have a great click-through rate but a poor conversion rate due to the high price point. Over time, these clicks result in wasted spend and drag down the efficiency of the account. To avoid a poor ROI moving forward, I can exclude Cartier watches from my shopping campaign.
Product exclusion is an effective way of improving performance by removing items from your shopping campaign that carry low ROI. Product exclusion can also be used to organize your shopping campaigns. To exclude products, click the max CPC column for that particular product group and then check Excluded.
Thank you, Google! Your announcement of the Google Analytics 360 Suite is industry-wide confirmation that enterprise level marketing tools are necessary in order to get the most out of your advertising dollars. Of course, Marin Software has known this all along and believes marketers of all sizes can benefit from these tools.
All marketers want efficient ways to reach new and existing customers and to understand what works and what doesn’t. As Forrester Research reports: “Sophisticated marketers who use analytics platforms are 3X more likely to outperform their peers in achieving revenue goals.” Organizations need this kind of sophisticated software to enable marketing teams to align around goals that help them optimize, compete, and drive revenue.
At Marin, our focus is providing the technology and data needed for demand and revenue generation based steadfastly on our customer’s goals. We enable customers to make holistic creative, bid and budget optimization decisions across their campaigns, all from the same integrated platform.
Besides integrating well with Google, we have extensive experience working with Yahoo, Bing, Baidu, Facebook, Twitter, Instagram, and many other leading partners, including 10 of the largest global exchanges. Our commitment remains the same – helping marketers reach their goals across publishers, across channels (search, social and display) and devices (desktop, tablet, mobile).
Purpose-built to provide customers with complete transparency of campaign data and results, our mission aligns with Peter Drucker’s adage, “If you can’t measure it, you can’t manage it.” We provide digital marketers superlative cross-publisher data and measurement including:
Although Marin Software has had a legacy in search leadership, we’ve evolved our cross-publisher platform via industry-leading acquisitions to power digital marketing campaigns for the world’s biggest brands and agencies. We look forward to continuing to provide our customers with the tools and insights to profitably compete and reach their goals.
This is a guest post from Dionte Pounds, Account Manager at
When you sign up to be a search account manager, you’re making the decision to test yourself to find new strategies for account growth. Whenever identifying growth opportunities becomes challenging, a strategy I rely on is launching Dynamic Search campaigns.
If you’re unfamiliar – Dynamic Search Ads match your ads to search queries based on the content of your website. This removes the need to manage lists of keywords or landing pages. AdWords automatically generates a headline most appropriate to the search query and sends traffic to relevant landing pages.
The benefits can be huge. Dynamic Search helps managers of mature and new accounts find new, profitable long tail keywords or new high volume terms.
The setup for this campaign type is simple, but it can really take some time to set up your dynamic targets to give you the optimum performance you’re looking for. To speed up the process, here are five optimization strategies to cut down on the trial and error and start things off on a high note.
Proper segmentation is critical to getting the best possible performance from Dynamic Search. When creating a new ad group in a Dynamic Search campaign, you have three options for how to define targets. The least appealing option is to target the entire website. This is less than ideal because of the lack of control you have over where traffic is sent and what search queries the campaign picks up.
For example, if you run a luxury jewelry website, it makes sense for visitors to go to a page where they can view products and start the sales process. Sending them to a part of the website where traffic can’t start a sale, like the website’s blog, isn’t as ideal. Poor targeting can result in a high bounce rate and wasted ad spend.
I recommend targeting specific topics or webpages instead. By doing this, you narrow the type of search queries that can be matched to your website targets, resulting in more qualified traffic and less wasted spend.
When starting a campaign from scratch or adding in a new Dynamic Search target, pay attention to the target’s estimated website coverage. Simply put, website coverage is the percentage of a website covered by an individual target.
If you’re having a problem with your Dynamic Search campaign not generating high traffic volume, the problem could be that you have too small of a target. Try expanding and see if that opens things up. Or if the opposite is true, switch to a target with a smaller website coverage to cut down on the junk clicks.
Dynamic targets can be excluded from your campaign to prevent traffic from reaching pages you don’t want to be used for ads. Much like the different targeting options available, dynamic exclusions gives you control over when Dynamic Search ads appear and where they send traffic.
Exclusions can be made at the campaign or the ad group level. When creating dynamic targets, try applying existing targets as exclusions for other dynamic targets. Sticking with the luxury jewelry website, let’s say you have a target set up for watches, but you want to create another target for Rolex watches in particular.
After creating the new Rolex target, exclude that from the larger, general watch target. Proper segmenting and exclusions should work to create a structured Dynamic Search campaign where there is little, if any, overlap between targets.
If you aren’t using negative keywords in either a shared list or attached to your Dynamic Search campaign, you need to take action immediately. Negative keywords should be applied just like any other search campaign.
Depending on the dynamic targets, you could make the argument that negative keywords are more crucial for Dynamic Search campaigns because queries are matched to website content and not keywords. When first launching, check your search queries report frequently to make sure you’re not burning budget on irrelevant queries.
Like any other search campaign, remarketing lists can be attached to your dynamic search campaign with the option to just bid on these audiences or to target and bid. This is useful if you have a remarketing audience specifically interested in a dynamic target.
Let’s go back to our luxury jewelry example from earlier and imagine we have an audience of people that have previously purchased a Rolex watch. We can attach that Rolex audience to our Rolex dynamic target with a positive bid modifier to raise bids when members of this audience search Google for products we have in our inventory. This modifier will allow us to bid up, obtain better ad position, and ultimately put us in a better place to make a sale.
When applying remarketing lists, it’s important to remember the difference between settings. Bid Only allows you to apply a bid modifier only when members of our audience enter a query. It has no effect on bids for people not in the audience. Target and Bid finds members of that audience only. Non-audience member search queries will not be matched to your targets.
Dynamic Search campaigns have the ability to really blow the doors off performance by finding new, profitable search queries that you otherwise may have missed. But it’s important to regularly update and tweak targets and exclusions to get the most out of performance.
Also, don’t be afraid to step outside the box with your segmentation and test new things out. No matter the size or maturity of the account, Dynamic Search is an effective strategy that should bring success to whoever uses it.
When homebuyers bemoan the high prices commanded by desirable locations, real estate agents often reply, “location, location, location!” With Google’s recent confirmation that they’ll be serving fewer ads per desktop search result, we expect search marketers to become more acutely aware of “location, location, location.”
Less inventory and constant demand could create an uptick in average CPCs for high demand queries (if you’re curious about locking in top ad spots, check out PositionLock).
While this update (and our prediction) may be distressing for some advertisers, we anticipate this change will be net-positive for the industry.
From a user perspective, “less is more.” As we’ve observed with Google mobile ads, which this update emulates, a clean user experience free of distraction creates high click-through rates for top position ads.
Furthermore, if higher CPCs do come to pass, it could stomp out competitors bidding in auctions where they’ve historically had weak product-market fit. With fewer distractions, we expect advertisers will have an easier time connecting with current and future customers. We’ll be keeping a watchful eye on the performance and user experience.
We anticipate this update to be the most meaningful for ecommerce advertisers. Since Product Listing Ads (PLAs) are exempt from the right-rail exclusion, retail advertisers will be the only tenants on this coveted real estate which moves PLAs into Park Place territory.
If you’re an ecommerce advertiser, it’s paramount that your feed be optimized and that your bids are on target (if you need help, check out Marin Shopping). As both users and marketers on Google, we’re excited for this change – we’re happy to speak with any marketers seeking bidding, PLA, or general best practice advice.
This is a guest post from Dionte Pounds, Account Manager at
When building out a fully functional PPC account, it’s important to utilize remarketing lists in addition to your standard campaigns. Remarketing lists allow you to target individuals with ads that are already familiar with your brand because of a past interaction, generally an ad click leading to a visit.
These visitors are valuable because they’re usually further down the sales funnel. Remarketing is a great way to retain these past visitors, capture incremental volume, and shorten the gap between time of click and time of purchase.
If you’re advertising on a pay-per-click network (Google, Bing, Facebook, etc.), you’ve more than likely utilized remarketing lists to improve account performance. You can also improve your remarketing lists, specifically your Google and Bing lists, by segmenting your audience based on time of last interaction.
There are a few benefits to segmenting your audience by time. The first is that it breaks apart a very large audience into multiple audiences of very manageable sizes. This then allows you to bid more or less aggressively depending on the audience.
For example, you may want to bid very aggressively to get an audience of users that last interacted with your website one to three days ago back to the website. You may not want to bid as high for the people that last touched the site 25-30 days ago.
Using this method, you can place a bid on each audience that’s most appropriate. However, be conscious of the size of the main audience you’re trying to split. This practice is usually a better fit for more general touchpoints that generate larger audience lists. It isn’t always the best to break apart a very small audience pool because at that point, the lists can become too small to employ.
1. Create a new remarketing list
2. Select who to add to your list
Generally, I select page visitors. But there are options to select page visitors who did/did not visit another page, visitors of a page during specific dates, and visitors of a page with a specific tag.
If you’re more advanced, definitely utilize the custom combination option. I’ve used this capability to refine my segmented lists even further in the past and to block past converters from my lists.
3. Set the rule
Enter the page URL that you want to build your audience around.
4. Set the membership duration
Here’s where you can get creative. Go to the Tools drop down, then select Conversions and take a look at your attribution data. How long is the time lag from click to conversion? Use this information to set your membership duration for your audiences.
If you’re unsure, just use common sense to create reasonable durations. For this example, let’s assign the first audience a five-day membership duration.
After creating the first audience, repeat the process and extend the membership duration with each additional audience. Using the five-day example above as a starting reference, we can create three more audiences with membership durations of 10, 20, and 30 days.
In the end, instead of one very large audience, we have one broken up into chunks based on the account’s specific conversion history, which gives us more control over bidding and ultimately better performance. Using this method, we don’t bid the same amount for someone that last interacted with the website 30 days ago as a person who last interacted with the website one day ago. Try it out and see how it performs!
This is a guest post from Dionte Pounds, Account Manager at
At some point, an SEM account manager will have to restructure part of or all of a search account. There are several reasons why this sometimes frustrating and exhausting exercise must be completed. Most commonly, it’s related to subpar account performance and the metrics that suffer as a result. Other times, it has to do with poor account organization.
A great example is when the same keywords are being housed in multiple campaigns, which target the same geographic locations. It’s also not unheard of for an account manager to restructure an inherited account because the current structure is a poor fit for his or her managerial style. No matter what the reason, there are steps you can take to make the restructuring process simple.
Before jumping in, make sure you’ve exhausted all other options for improvement. There’s no need to put a ton of extra work on your plate if you don’t have to!
First, take a step back and examine the issue. Why do you need to restructure the account? Chances are, if you’re thinking of a restructure, you’ve already identified the issue. But if you haven’t, really take some extra time to examine the current setup. Ask yourself a few questions:
Again, don’t create a ton of work if you can avoid it. If you choose to continue down this road, make note of why this current structure didn’t work and do not repeat the mistake!
Not everything can be bad! Even in the most bloated of accounts, there are successful components that can be salvaged and used another day. Dig in and find those highly relevant, high volume keywords and use them as your foundation. Continue to use the same landing pages if that’s worked well for you.
Make note of the best performing geographic targets and include those targets in your new campaigns. Use anything and everything to your advantage to make the new campaigns successful.
If your old campaigns are already paused, then congratulations! You can skip over this step. If your old campaigns are still active, you’ll need to slowly phase out those legacy campaigns.
An abrupt switch will be a traffic killer and cause a massive conversion volume loss in the process. Instead, launch the new campaigns, slowly drop legacy bids, and increase the new bids. This allows for those new terms to gain some traction while the legacy terms still bring in some volume. Once you’re satisfied with the volume the new campaigns are getting, pause out the old ones.
Restructures can be daunting, but if you realize where the key issues are in the current structure and strategically plan out how to correct those issues, the process becomes much less complicated.
Finally, be confident. Have faith that you’re going to get things turned around in no time.
This is a guest post from Johnathan Dane, Founder of KlientBoost.
Have you ever thought your Google advertising account should be performing better?
You may be following the advice of many that say that the more time you spend in your account, the better.
But what if it’s all backwards?
What if it only takes you 10 minutes a week to improve your Google advertising performance?
If your Google campaign performance hasn’t been improving month over month like the table below, then keep reading.
It’s about to get interesting. Let’s get started.
If you’re running any type of display or remarketing campaign, you might find that your display ads are showing up on websites, apps, or even video overlays that aren’t performing well.
Overall though, you might be decently happy with your display performance, but always wondered if it could do better.
To start the “performance pruning”, see which Automatic placements either have a cost per conversion that’s too high, or better yet, which placements are actually bringing in sales (not just conversions) by equipping your Google advertising Final URLs with ValueTrack parameters.
This will then help you get more conversion volume out of those specific placements when you extract and target them exclusively through a new campaign.
Search term reports are such an important part of regular Google advertising maintenance that it’s not uncommon that some people do this more frequently than brushing their teeth.
When looking at your search term report, get as close as possible to making sure your search terms and keywords have no discrepancies between them.
In other words, your Added / Excluded column from your search term report should have the green “Added” label going down the list for as long as possible, just like this:
When that happens, you can make your ads specific to not your keywords, but your search terms and see higher click-through-rates from your efforts.
Let’s say you look at your search term report and find your search terms and keywords don’t match. The first thing you should do is extract your search terms with the most impressions and create what are called Single Keyword Ad Groups (SKAGs).
Just like the name implies, SKAGs are ad groups that only allow one keyword per ad group, that then have corresponding ads that are extremely specific to that keyword.
Did you know that the last keyword and/or ad clicked always gets to lionshare of conversion credit?
What if there were seven other touchpoints (impression and ad clicks) that happened before the final conversion? Wouldn’t you want to know what helped assist that conversion?
I know I would.
If you don’t care, there’s a good chance you’ll pause keywords and placements that don’t get the conversion credit. But, when you do, you’re strangling your account at the same time, without even knowing it.
Let’s take a look at your Google advertising attribution.
Inside your account, go to the top of your Google advertising interface and click Tools > Attribution.
Once you’re there, take a look at the Time Lag report on the left side. Here, you can see how long it takes people to convert from either first impression, first click, or last click.
This will help you make your nurture and/or retargeting campaigns more of a priority to test.
Are you a local, statewide, nationwide, or even an international advertiser?
No matter how big an area you’re targeting, every geographic hill, slope, mountain, and valley performs differently. The same thing goes for individual states and cities.
And, because you can’t target people who live on just a hill (yet), the next best thing is to understand the performance of each state or city that sees your ads.
As you can see above, the state of New York may be costing more per conversion than others. So, you may want to add in negative bid modifiers at the state level, like this screenshot shows.
You can then drill even deeper and create new campaigns with state level campaign targeting, and give bid modifiers to individual cities within that specific state to get your closer to your cost per conversion goals.
You can take it even further and start utilizing city specific ad copy and landing pages with area code specific phone numbers, to appear more local to visitors and increase your conversion rates.
As I’m sure you’re already aware of, Google advertising doesn’t allow you to separate devices in their own campaigns like they used to.
These days, you have to group desktop and tablets together in the same campaign. And while Google may say that both those devices perform similarly, there are thousands of Google advertising accounts out there that say something completely different.
Here’s the truth: Desktops and tablets will never perform the same way.
I’m not just speaking from a conversion rate standpoint, but also from a sales standpoint.
When Google told the world that devices don’t matter, but user context does, they certainly never thought of every single industry, but more so of a blanket band-aid that would apply to “most advertisers”.
Believe it or not, there are some workarounds you can use to get desktop, tablet, and mobile campaigns in their own campaigns and still target the search and/or display network.
But first, let’s look at how we find current device performance differences within your account.
First, go to Segment then Device in the dropdown.
As you can see in the screenshot above, our mobile devices are giving us the lowest cost per conversion while tablets are sucking it up and being the most expensive.
Now let’s say for a minute that your tablet performance is just as good as your desktop performance (like Google says it is), but your mobile performance sucks.
You can quickly add in what’s called a negative bid modifier between 1 and 100%.
If you never want to target mobile devices, then you can set a negative bid modifier of 100%.
Just like keywords, ads, and landing pages perform differently, so does Monday compared to Thursday, and Saturday compared to Wednesday.
Inside your Google advertising account, you can see this day of the week granularity in a snap. Just head over to Dimensions -> View: Day of the week.
Having these kinds of numbers doesn’t mean that you should stop advertising on Thursdays (because it has the highest cost per conversions). But, it could mean that you should start considering “day of the week” bid modifiers like we did for our devices earlier.
Some industries tend to be very predictable in their weekly trends. If your company falls into a category like that, then take advantage of the control you have and get more aggressive with your bids on great performing days, and taper back on the not so great-performing ones.
Just like we saw how your days perform differently during the week, so do your hours within the day.
And, just as we can create bid modifiers for 24-hour day targeting, we can also take advantage of the same thing with bidding blocks of hours within a certain day of the week, to break it down even further.
If you already have the data and insight that allow you to use this type of granular bidding, then definitely do so.
You might even find that Google or other bidding platforms are restricting how many bid modifications you can make on a daily basis. If that’s the case, I suggest you try using Brainlab’s 24 hour bidding script that allows you to take it one step further, and then some.
Now before I let you go, please keep this in mind:
“With great control, comes great responsibility.”
Having access to all of this data is great, but only if you can be actionable with it to improve your performance.
I see time and time again that people spend countless hours trying to tweak and prune things with modifiers, rules, and even scripts that change bids depending on the weather.
While all of this is great, most of it becomes entirely obsolete as soon as you have a landing page test that improves your conversion rates by 50%. When that happens, all the things you’ve put into place need to be redone.
One thing that will always help you out, no matter your goals, is to extract and target things in a granular fashion that makes sense.
Use the dimensions tab and its reports to your advantage and keep on making progress
By now, you’ve likely seen or heard about buy buttons, which are a quick way for customers to purchase directly from search, social, and video platforms. How should digital marketers work with buy buttons this holiday season?
First, let’s review the statistics.
202%. The year-over-year lift in social media-referred orders that Shopify reported.
60 million. The number of shoppable pins on Pinterest.
84%. The percent of Pinterest buyable pin-referred orders coming from new customers, according to one advertiser case study.
These data points indicate a growing trend toward social as a shopping discovery tool. One thing missing from the statistics is the success of buy buttons from a revenue standpoint. Since buy buttons are relatively new, it’s still too early to tell how successful they’ll be in generating sales, making it uncertain whether to prioritize them over other tests this holiday season.
Still, it’s worth it for brands to begin preparing now, given the investment being made in buy buttons across the digital ecosystem. It’s easy to imagine that customers will quickly become accustomed to social discovery-fueled shopping, facilitated by buy buttons.
Let’s take a moment to recap some of the major networks with buy buttons, many of which still have the ad units in beta, with a select group of advertisers:
As part of its action-oriented suite of ads released in June, Instagram has an ad unit with several call-to-action options including “shop now,” which allows users to make a purchase while staying within Instagram.
Pinterest has made Buyable Pins available to advertisers on select e-commerce platforms since late June.
In mid-July, Google announced it’s beta testing its own version of the buy button in mobile paid search results.
In late September, YouTube launched Shopping Ads, which include a click-to-buy option within partner videos.
In late September, Twitter announced U.S. advertisers on select e-commerce platforms have access to buy buttons in tweets.
Facebook, which has tested a buy button for over a year, in October announced it’s testing a shopping tab, enabling users to shop directly in the platform without visiting a brand’s site.
With so many major networks supplying buy button-infused ad inventory, customer shopping behavior will be influenced—it’s just not clear yet how and to what extent. At this phase, it’s worth testing buy buttons on a small scale to establish a benchmark and to begin collecting intelligence to inform next year’s holiday buy button strategy.
Sarah manages Content Marketing at Boost Media and leads a team of marketing professionals to drive revenue through complex B2B marketing campaigns in the ad tech industry. Prior to joining Boost, Sarah developed marketing and sales strategy at BNY Mellon, a top 10 private wealth management firm. In a former life, Sarah worked in journalism writing for magazines including Boston Magazine, The Improper Bostonian, and Luxury Travel. When she’s not writing engaging content, Sarah enjoys cooking, running, and yoga.
Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale. The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.
This is a guest post from Dionte Pounds, Account Manager at
Customer Match is an exciting new feature that Google recently unveiled that can greatly strengthen your ability to connect with an existing customer base. You now have the option to upload the email addresses of past customers or email subscribers directly to AdWords. You can then target that audience through Google Search, Gmail, or YouTube. Similar features are already available through AdRoll and Facebook. With Google’s newest addition, you can now leverage 1st-party data across yet another network.
This is fantastic news for all advertisers, particularly those in possession of large lists of customer emails who are looking for new ways to utilize that data to improve marketing efforts. Every marketer I know is looking for a better way to increase marketing efficiency, so this should really benefit all of us.
Google is allowing you to take what you know about your customers and use that to drive messaging across devices and platforms. This, in turn, allows you to build loyalty and repeat purchases among an existing customer base.
1) The first, and most obvious, way to use Customer Match is to stay in front of your customers. If someone has made a purchase from your business, these audiences can be used to target existing customers and keep your brand fresh in their mind. This encourages repeat purchases and leads to incremental gains.
2) The second is to re-engage past buyers who haven’t interacted with your brand in an extended period of time. Imagine Jane Doe bought a stereo in January and hasn’t purchased from your brand since. You can now create an audience specifically to target her, and individuals like her, when they’re logged into the Google network.
3) The third method is to create a negative audience. This audience is made from a group of people whom you do not want to see your ads. (Maybe you don’t want to risk overexposure, or you wouldn’t benefit from re-engaging this audience.) Businesses focusing on generating leads fit into this category. Customer Match allows you to create and exclude that audience from your advertising campaigns. As a result, you only capture new leads.
Setup for Customer Match is simple. Upload a .csv file containing hashed email addresses directly into AdWords. The larger the list the better, since audiences with fewer than 1,000 members won’t be targeted through any of Google’s networks for privacy reasons. Once processed, you have a new audience to target across devices and channels like any other remarketing audience.
The one exception here is the Display Network, since this feature is not yet compatible. For YouTube and Gmail, Google also creates a “Similar Audience” when eligible. This can increase overall lead volume by allowing you to target audiences made of new users who exhibit characteristics similar to your Customer Match lists.
Google goes to great lengths to protect user privacy, and this feature is no different. All data uploaded to AdWords must be 1st-party data. All email addresses must be hashed before uploading. Once they’ve been processed and matched to Google users, all data is discarded. This process ensures that all user information remains safe and protected throughout the entire matching process.
To summarize, if you have a large amount of 1st-party data, Customer Match is a feature you should definitely test. It’s simple to implement and can be used in a variety of ways across Search, Gmail, and YouTube. Since Google makes privacy a top priority, you don’t need to worry about putting any of your customer base at risk. Overall, the AdWords team has made a great improvement that makes it easier for businesses to enhance consumer relationships and brand loyalty.