To take your Search Engine Marketing (SEM) efforts to the next level, you need to determine which strategies you can implement to make a difference. Customer match through Adwords might be just what you needed in order to keep your Gmail list subscribers engaged.
Google, the juggernaut of all search engines, has always been the go-to platform for SEM. Most savvy marketers are familiar with Adwords retargeting. This article will cover a more advanced topic. I’ll explain Adwords customer match and when this could be a fit for your business.
With Google Adwords, you have the opportunity to retarget site visitors. You can do this by presenting a product that they were browsing on your site. Further, you can include a value prop of your services or an incentive to get them back on your site to make a purchase. All three of these strategies help to influence shoppers into revisiting your site in hopes of having them become a customer.
Adwords Customer Match
Once you have customers who opt-in with their email address, you can take your retargeting efforts a bit further. Through this process, you have the opportunity to get in front of your customers and cater the messaging to better match their relationship with your brand.
The opportunities for the customer match technique varies based on subscriber data and use across platforms.
To launch a customer match campaign, you need a file of at least 1,000 email addresses that can be imported into the system. From there, Google spends up to 24 hours matching those email addresses with Google accounts to see who they’re able to target across Youtube, Gmail, Google, and Google Shopping.
- Past purchasers of now outdated products: highlight the newest version
- Purchasers of only a specific brand category: highlight other categories
- Past high-value purchases but dormant: highlight a coupon to incentive these valuable customers to repurchase
The customer match tool is a great technique to keep users engaged, and it takes advantage of quality email addresses.