Retail and Ecommerce

Meet Your Match: Using AdWords' Customer Match to Reach New Audiences

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Every brand wants to put their advertisement in front of interested customers. Now, Google just made that easier. With a new targeting took, Customer Match, gives brands the ability to target specific customers based on a list of customer email addresses, phone numbers or addresses that you upload.

How AdWords' Customer Match Works

When you share your data with Google, it can target the specific contacts you uploaded or look for similar customers to show your ads to.

Why are people so excited about this? It gives brands the ability to put ads in front customers that are likely interested in your product. That means these ads will be cost effective as they target the right customers immediately.

You will have to follow a few rules though. Adwords' Customer Match requires that any customer data you upload be collected through first-party context, so it's vital that your customer information is collected directly from your physical store, website, app, or other direct-contact means.

Using AdWords' Customer Match for Specific Campaigns

Some campaigns will be better suited for specific Google channels.

Targeting holiday shoppers with product demos would fare well on YouTube, while retargeting inactive app users might best be done through Gmail ads. Potential customers who aren't even aware your product or service exists may become customers after seeing your ad on Google Search offering the perfect solution to the problem they're Googling.

Likewise, cost-comparing shoppers can be reached on Google Shopping looking for the best deal before stumbling upon your ad offering free shipping or a low-price guarantee. When choosing channels, the key is to think like your customer.

Whether you're looking to boost sales or just increase brand awareness, AdWords' Customer Match feature can expand your advertising reach though hyper-targeted channels. Marketers are constantly looking to create a 1:1 customer experience and these targeted ads should help achieve that goal.

Benefiting From Omnichannel Marketing in Retail

Today, 77 percent of Americans own smartphones, half own tablets, and about 80 percent own a desktop or laptop, according to a 2017 Pew Research Report. With such a wide variety of devices on which to purchase products, retailers should be capitalizing on the opportunity to reach consumers in multiple ways. That's where omnichannel marketing comes in. In addition to allowing retailers to target all devices easily and with a consistent brand strategy, there are other benefits to using a multichannel sales approach. Here are three to consider:

Increased Customization

Consumers want to feel as though retailers care about their shopping experiences and want to meet their needs.

By providing more options for customers when they're shopping, you're enhancing customization, personalizing their shopping experiences, and helping to make customers feel nurtured.

For instance, you can collect email addresses from customers, learn about their buying habits, and send specific product suggests to various groups of customers.

Better Data Collection

Expanding your visibility across different devices and channels increases the volume and type of consumers who are exposed to your brand.

With more customers viewing your products comes an increase in a company's opportunity to gather data and, in turn, insights. You can learn things like which products are the most popular and how often loyal customers buy from you. These insights help companies better understand their customers' wants, needs, habits, and actions so marketers can improve their messages.

Power to Harness Next Moments

Omnichannel marketing is your key to reaching consumers in "micro-moments," those crucial seconds when they instinctively reach for a device to do research or make a purchase.

According to an article in "Inc." magazine, consumers experience an average of 150 micro-moments in a day. Without knowing which device consumers will turn to, omnichannel marketing increases your chances of being discovered and turning these precious moments into interactions.

When consumers find your brand in a micro-moment, your message needs to capture their interest to automatically usher them into a next-moment action. This is your opportunity to turn a consumer into a customer — an opportunity you may have missed if you were only using one channel.


How Precise Advertising Drives Priorities into Purchases

shutterstock_301082705 Adtaxi’s methodology merges relentless focus with its clients’ real-world understanding of how their customers make purchasing decisions. By anticipating where customers are likely to be online as they proceed through a purchasing decision, Adtaxi clients meet customers at each stage with relevant information: the right message to the right user at the right time – in the right location and on the right device.

We take a data-driven approach to marketing, and reverse-engineer custom digital marketing solutions based on each client’s unique challenges, – Chris Loretto, EVP of Digital

Every business is different, and we take the time to have the right conversations with each potential client to understand their target customers and business objectives.

So how is this done? At Adtaxi we specialize in Real Time Bidding (RTB), and using our proprietary algorithmic optimization process called Magellan. We’re constantly evaluating our bids based on predicted benefit to the campaign.

Download to learn more about Magellan and read the white paper that covers the metrics with meaning, how to give your campaign momentum, driving customers and how to stay ahead of the curve.