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Google’s Customer Match: What Marketers Need to Know

Published: September 28, 2015

Author: Jay Stampfl

Google announced an exciting new feature today: Customer Match, which allows marketers to craft campaigns from their CRM data and seems like a clear response to Facebook’s highly successful Custom Audiences and Lookalike modeling.
The quick and dirty description from the AdWords blog is:

Customer Match is a new product designed to help you reach your highest-value customers on Google Search, YouTube, and Gmail — when it matters most. Customer Match allows you to upload a list of email addresses, which can be matched to signed-in users on Google in a secure and privacy-safe way. From there, you can build campaigns and ads specifically designed to reach your audience.”

Sounds cool, right? Let’s break out some of the most important facts:
1. Customer Match works for Search, Gmail Sponsored Products, and YouTube.
2. You’re now able to upload emails to create an audience.
3. With Customer Match, you no longer need to rely solely on remarketing.
4. Main marketing strategies with Customer Match are going to be similar to remarketing in that you can exclude past converters and upsell high-value users.
Another awesome feature: Marketers should be able to more effectively test because you can break apart your CRM list into two groups and advertise to one set. This is going to be a huge boon to YouTube advertisers, who should be able to better quantify YouTube results.
It’s not all roses: Facebook’s success with Custom Audiences and lookalike modeling is one of the core reasons Google has reentered the space. Can Google model a targeting group that performs as strongly? Most of the similar audience targeting that you can make in Google’s remarketing audiences hasn’t performed nearly as well as Facebook’s. Only time will tell if Customer Match is a serious threat to Facebook’s lookalike audiences.
How this feature stacks up to Facebook’s more mature efforts is yet to be seen, but we’re not feeling any trepidation about using it. All in all, it is going to be nice to have a better integration with CRM and advertising efforts.

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