{"id":110577,"date":"2015-10-05T14:25:00","date_gmt":"2015-10-05T19:25:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/googles-customer-match-and-how-it-can-be-used\/"},"modified":"2024-12-21T05:51:01","modified_gmt":"2024-12-21T10:51:01","slug":"googles-customer-match-and-how-it-can-be-used","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/local-search\/googles-customer-match-and-how-it-can-be-used\/","title":{"rendered":"Google\u2019s Customer Match and how it can be used"},"content":{"rendered":"<p>It has been difficult to miss Google\u2019s announcement this week that it will shortly be rolling out Customer Match, a development that will let advertisers tap into one of the most lucrative forms of ad targeting available: email addresses Customer matching is an advancement on Google\u2019s remarketing lists for search ads (RLSAs), allowing advertisers to upload their own email lists to target customers and similar audiences with ads on search, Gmail native ads and YouTube. The email lists can be uploaded manually or through the AdWords API. In order to target or exclude users, their email address must be associated to a Google account. This doesn\u2019t have to be a Gmail account. Google then matches the email address with signed-in users, allowing advertisers to target (or exclude) these users, with specific ad copy and bids. Those of you worried about privacy, shouldn\u2019t be, as the email addresses will be anonymised by Google. Google\u2019s Customer Match option will compete with the Custom Audiences functionality that has been available on Facebook since 2012.<\/p>\n<p>&nbsp;<\/p>\n<p>Another available feature will be Similar Audiences, aka \u2018lookalike targeting\u2019, where Google will find and generate groups of potential new customers, with similar profiles, interests and purchasing or browsing habits to the customers in your email list. There are many ways you can use Customer Match and Similar Audiences. We\u2019re not going to bore you with bid adjustments for these users. We all know about these options. What is interesting is how digital marketers \/ SEM teams work with their CRM team. If you\u2019re not working together the time has come to break those silos and communicate. Both teams have access to data and skill sets that benefit each other, and most importantly the business. So many brands talk about integration and working together, but how many are truly integrated? If you\u2019re not working together you won\u2019t be able to maximise this opportunity. You receive the email list of all your customers, but now what? Here\u2019s a list of questions and learnings that we feel are needed to maximise this opportunity (there are lots more):<\/p>\n<ul>\n<li>Are you going to use the entire list?<\/li>\n<li>Are you going to treat every user the same?<\/li>\n<li>Do you know how many are repeat customers?<\/li>\n<li>Do you know how many have only converted once?<\/li>\n<li>Do you know how many are lapsed customers? (i.e. have not converted in the last 18 months)<\/li>\n<section id=\"hub-newsletter-signup\" data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_6a3fb1f3509d6'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <input type='text' name='dac_hp' value='' tabindex='-1' autocomplete='off' aria-hidden='true' style='position:absolute;left:-9999px;height:0;width:0;border:0;padding:0;overflow:hidden'>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var loadedAt = Date.now();\n    var form = $('#hubspot_form_6a3fb1f3509d6');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Submit through the site's form proxy (form IDs stay server-side)\n        fetch('https:\/\/www.dacgroup.com\/en-gb\/wp-json\/api\/v1\/forms\/submit', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify({\n                form: 'newsletter',\n                source: 'block-hub-newsletter',\n                lang: 'en-gb',\n                email: email,\n                hp: form.find('input[name=\"dac_hp\"]').val(),\n                elapsed: Date.now() - loadedAt,\n                pageUri: window.location.href,\n                pageName: document.title\n            })\n        })\n        .then(response => response.json().catch(function() { return {}; }).then(result => {\n            if (response.ok && result.success) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                if(statusElement) {\n                    statusElement.text((result.data && result.data.message) || \"There was an error submitting the form.\");\n                    statusElement.css({\n                        'color': 'red',\n                        'padding-top': '10px'\n                    });\n                }\n            }\n        }))\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<li>What is the male\/female split?<\/li>\n<li>Segment the list by age<\/li>\n<li>Segment the list by average basket value \/ revenue<\/li>\n<li>And many more\u2026<\/li>\n<\/ul>\n<p>Each segment will dictate whether you include or exclude, set positive or negative bid adjustments, use search versus You Tube etc. For example, one time converted and lapsed users may need to be reminded about the brand and offering. Targeting these users via You Tube will help bring the brand front of mind. If this sounds interesting, here are a few basic scenarios to work with:<\/p>\n<ul>\n<li>If you are bidding on brand terms, it may be an idea to exclude users who convert frequently. We can label these users as brand loyal and know that they will engage with the organic result if there is no PPC ad. They don\u2019t need to be incentivised to get over the line.<\/li>\n<li>Adjust creative tone and messaging based on gender.<\/li>\n<li>Add positive bid adjustments when specific segments use generic search. These users are more likely to engage with the brand having already done so in the past.<\/li>\n<\/ul>\n<p>No doubt there will be some interesting results from this product and one thing is for sure: the evolution and developments in targeting options won\u2019t stop here.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>It has been difficult to miss Google\u2019s announcement this week that it will shortly be rolling out Customer Match, a development that will let advertisers tap into one of the most lucrative forms of ad targeting available: email addresses Customer matching is an advancement on Google\u2019s remarketing lists for search ads (RLSAs), allowing advertisers to [&hellip;]<\/p>\n","protected":false},"author":79,"featured_media":110578,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.72,"reading_level_needs_review":"0","footnotes":""},"categories":[2883],"tags":[],"class_list":["post-110577","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-local-search"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Google\u2019s Customer Match and how it can be used | DAC<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/local-search\/googles-customer-match-and-how-it-can-be-used\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" 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