Google is very close to realizing so expected and profitable feature in AdWords: the possibility to upload and target the audience imported from advertiser email list.
Google Inc. is announcing this ability during Advertising Week that take place today afternoon. The new feature will be called ‘Customer Match’ and let users bid and create ads taking into account the segment advertiser is in, and, in addition, YouTube Trueview ads, as well as Gmail ads.
Customers can upload email list using API directly to AdWords or do it manually. These lists match with sign-in emails and then anonymize. This new way to create ads based on the data advertiser has collected on his customers can give far better results than the old system that was based on visitors behavior on the website.
George Michie, who works as Chief Marketing Scientist in Merkle RKG, commended this situation back the following way to the days the rumors first spread in the web:
Browser behavioral targeting is a pretty crude tool – better than nothing, certainly – but pretty crude. The ability to fold in real customer insight, understanding all the brand’s interactions with a person online and offline going as far back in history as you want is a gigantic leap forward.
He additionally stressed that
Understanding which customers prefer to buy online or off, which physical location they prefer allows for a level of personalization we just haven’t had in the walled-garden of Google.
We will be happy to know indeed what do you think about these changes? How will it affect Google AdWords platform? What benefits will it bring to the advertisers?
Please, share in comments!