Google Customer Match… Yay or Nay?

search engine optmisation marketing

Google Customer Match Yay or Nay?

Google Match has arrived! And no, before you ask, Google hasn’t yet conquered the online dating market… But I’m sure they’re getting on that.
Customer Match now allows a business to target an audience by uploading a list of email addresses. That’s it… kind of.

A supposed 70% of online consumers believe that quality, timing and (arguably), most importantly, the relevance of a brands message can greatly affect their perception of a business. This is where Google Match (not dating) comes to prominence as it can connect businesses and consumers by the most pertinent and relevant means.
Whether a consumer is watching a video on YouTube, checking their Gmail or simply browsing the internet, with the retention of their email address, Google can target that person, regardless of what device they are on, where they are and based on what they are looking at.
So! To put it plainly, I am a young man, aged 20, interested in fitness and for the sake of argument, consented my email address to the process. Say, hypothetically I am watching a How To tutorial on YouTube on press ups (just a hypothetical here readers; I know how to do press ups),  Google would display an ad for protein powder or Under Armour tops on behalf of a business i.e Under Armour or Holland & Barrett, who had me on their customer base.

This is not just for new customers, but for existing ones also; those who are part of a loyalty scheme or are a recurring customer to the website. People tend to be fickle these days, so a reminder that they are a valued customer is always a bonus and Google Match has taken this into consideration.

That’s the practicality from a consumer’s point of view.
What about a business’s point of view?

Well, firstly, there is a minimum requirement of one thousand email addresses before a list can be created. It allows an advertiser to cater their advertisements based on where the individual is on their purchasing journey; browsing, an existing customer or somebody who purchases from the business all the time. It’s not just Google that can be utilised to target people either, as YouTube and Gmail can be used as advertising platforms too. The list of email addresses that you upload will only be used to match to Google IDs and for policy compliance. It won't be shared with anyone and will be deleted seven days after matching and the compliance checks are complete. These ads can also be opted out of too by consumers.
The principal is not dissimilar to Facebook’s Custom Audience which also uses email addresses to target PPC (pay per click… just in case you don’t know). It can open up a whole new spectrum of segmentation through your customer base.

Say you are a Toy brand; Google Match allows you to reach those who have joined a loyalty program as Christmas approaches! For example, when these rewards members search for “teddy bear toy London” on Google, you can show relevant ads at the top of their search results on any device right when they’re looking for the toy.
Google Match can also be used to generate new custom, by deciphering similar audiences and those who are more likely to be interested in your product or service.
There are hundreds of potentials and possibilities for sales marketers and this is a new and exciting opportunity!

Now, from a consumer’s perspective, some may see this as intrusive and this had been a concern by Google; I strongly believe that where it may still be advertising and the business is doing it to drive sales, it can still be a huge help to a customer. Stressing about Christmas presents?
 Suggestions right there. Planning a holiday? Wham! Cheap flights on your mobile. Need a new tie during your lunch break? Skadoosh! At least that’s it at its greatest potential.

It’s all very clever and massively helpful! And of course, if this doesn’t seem for you, then you can just opt out. What’s not to love? I for one, am intrigued to see how Google Match is received over the next few months!

Luke Dove

Digital Marketing Assistant
Social Media and Blog Enthusiast