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Why customer match is a fantastic development for B2B marketers

Ever since email became such a valuable form of communication, businesses have been building email contact lists. “The list” is a way to reach your most valuable B2B and B2C customers with targeted emails about new products, services and general news bulletins. Long gone are the days when businesses had to send out brochures and newsletters, without any form of tracking. These days, all you have to do is draw up a list of recipients from the data you have collected; prepare a marketing email using a pre-done template and hit send. It really is that easy. But what if that user is not someone who engages with emails? How can you use your email marketing list to reach beyond their inbox? We’ll tell you how.

Google Rolls Out Customer Match

Google is preparing to roll out a major new development that will change how marketers use their email list. They have added an exciting email targeting in AdWords feature that allows businesses to use existing email contact lists when targeting search customers. So instead of creating adcampaigns based on keywords and audiences defined by Google, you can craft a much more targeted ad campaign specifically aimed at your email contact database, while they search online. Email lists can be uploaded manually or via the AdWords API. Google then takes the email addresses and cross-matches them with Google sign-in emails. They are then anonymized for security.

A Whole New Level of Personalisation

Facebook and Twitter already offer this service. Facebook offers Custom Audiences and Twitter has a Tailored Audiences features, both of which allow businesses to upload first-party email data to create more specific ad campaigns across both platforms. The services work very well through those social channels, but with vast swathes of advertising space now opened up in the garden of Google, this is a giant leap forward.

For B2B and B2C marketers, this is a major development. Companies can now use their CRM database to customise targeting, ad creative and bid strategies.

You can now take advantage of a rich source of data that includes a far higher level of personalisation. Think about it. You know what those customers like. Why they engaged with you in the first place. So you can tailor their experiences with your brand while logged into Google and conducting search activity. Brilliant!

Segment Data in a CRM Database

The ability to segment data from a CRM database is critical. Instead of placing all potential customers into one pile, businesses can divide up their data and develop ad campaigns that target specific sectors or ‘customer types.’ Being able to access specific information about a business, or person, such as whether they prefer to buy particular products or services, makes it so much easier to target them with specific ads or tailor web copy to suit their preferences.

Previously, the closest Google has come to this is via their Retargeting List For Search Ads, but this only allowed businesses to target previous site visitors. This does not help with email and data taken from other marketing activity and user touch points.   

So when Converted a UK PPC Agency create a ppc and a digital marketing strategy, we now consult with clients on what data they have and how we can use this to enhance their search activity.