With concerns about user privacy leading browsers such as Google to shift towards a cookieless world, leveraging first-party data has become more crucial than ever. Fortunately, one solution to making the most of your first-party data is Google Customer Match.
Google Customer Match involves uploading first-party data from your CRM to Google Ads, which then matches your customers to existing Google accounts. By segmenting your data before uploading it, you can create even more specific audiences. These new audiences can then be utilized (or excluded) throughout your Google Ads campaigns.
Smart Bidding and Performance Max campaigns for paid search and shopping will automatically adjust bids based on your customer's activities, utilizing signals from this new, first-party data. In addition, you can connect with your past customers and build lookalike audiences to target users with similar online profiles to your past customers using ads tailored to their interests or needs at the top of their Gmail inbox.
You can also reach both past and potential customers through YouTube by targeting users who behave similarly to your past customers. Lastly, Google Display Network allows you to serve personalized ads to your past customers and build lookalike audiences.
There are numerous benefits to using Google Customer Match. You can deepen your relationships by reaching existing customers with special offers, and products or services relevant to their past purchases, as well as building net-new lookalike audiences. Creating new, highly relevant audiences to target without utilizing third-party cookies is also possible. Additionally, you can improve the performance of your Smart Bidding campaigns, Display or Discovery ad campaigns with optimized targeting.
To learn more about how Google Customer Match can benefit your digital advertising strategy, you can reach out for a free digital analysis to see how your business stacks up in the competitive landscape.