Google Updates AdWords: Now Able To Better Ingest Predictive-Targeted Lists For Search AdvertisingJanuary 18, 2018
Google recently rolled out an update to their Customer Match feature in AdWords. The update will let marketers target specific individuals by inputting the person’s postal address and phone number.
The Matching Game
Previously, advertisers were already allowed to create and target custom audiences for search campaigns, but were only able to upload and match using a email addresses. The rub was email match rates have always been low, hovering around 20-30%, making it difficult to scale campaigns effectively. With low industry-wide email match rates, this made it difficult to reach specific desired targets on search.
The updated Customer Match will now be able to find users on the Google network using physical addresses and phone numbers, opening up opportunities for marketers to run highly-targeted, people-based search campaigns.
In order to match these addresses and numbers to users, Google joins hashed name and address data to construct a matching key, then Google creates a similar key based on the uploaded data and compares each key on your list with keys based on Google accounts. When it finds a match, the corresponding account is added to your AdWords customer list.
Embracing People-Based Targeting
As a result, marketers will be able to reach specific people via search ads more effectively. You now have the ability to target consumers online using offline data, namely postal address, which is typically considered an industry standard and is an affirmation of one-to-one marketing.
As Google moves to embraces people-based targeting, marketers will start to target lists of actual people—not just personas, or categories, or site visitors, or search terms. Rather, people who have been identified as prospects most likely to become customers. This is of course excellent news for savvy marketers who know how to profile their customers and prospects using predictive analytics.
For example, marketers use Reach’s predictive targeting software to model and create hyper-targeted lists of prospects most likely to make a purchase or respond to their campaigns. With Reach, you can easily export these lists from our software—with full name, address, email and phone number—and use the lists for hyper-targeted direct mail, email and digital campaigns.
Now, customers can also input our predictive-targeted lists into Google Adwords with improved match rates, now that Google has enabled postal address and phone number as a targeting tool, because they have higher overall data append match rates than email addresses alone.
It’s awesome to see Google opening their software to ingest best-in-class predictive targeted lists on search. Leveraging predictive analytics to profile consumers means the difference between broadcasting to people based on keyword searches versus targeting consumers who have been modeled—based on hundreds of key variables and signals—and algorithmically identified to be the most likely to become a customer, or respond to a campaign.
The Future of Marketing
It’s an exciting time for predictive AI and marketing, as integrations like this continue to open the door for better omni-channel marketing across key channels like Google AdWords. Marketers can increase future campaign performance by directly targeting people in campaigns by uploading scored marketing lists.
To get a better understanding of how Reach handles predictive profiling and scoring, check out our blog: AI-Assisted Consumer Targeting 101.