Google has recently announced that they are launching two new products to help improve their ads. The products are designed to help marketers provide their customers with what they want, when they want it and where they need it. The products are called, “Customer Match” and “Universal App Campaigns.”
Customer Match
The first new product, Customer Match, is designed to allow marketers to reach out directly to the highest-value customers using Google Search, YouTube or gMail. Using this product you will be able to easily upload your own list of email addresses, which can then allow Google Ad Network to target these users while they are signed in. The targeting is done in a secure and privacy-safe way since the users can still opt out of being targeted like this if they choose.
The example provided in the announcement from Google states, “Let’s say you’re a travel brand. You can now reach people who have joined your rewards program as they plan their next trip. For example, when these rewards members search for ‘non-stop flights to New York” on Google.com, you can show relevant ads at the top of their search results on any device right when they’re looking to fly to New York. And when those members are watching their favorite YouTube or catching up on gMail, you can show ads that inspire them to plan their next trip.”
In addition to targeting people on your existing email list, you can reach out to new customers who are similar to your existing ones based on Google’s massive amount of data. This can help you to draw in new customers and further expand your email list.
Universal App Campaigns
The next new service, Universal App Campaigns, will allow app developers and marketers to launch a custom campaign that lets you connect directly to app users on search, Google Play, YouTube and the Google Display Network. This will allow you to get your app in front of interested users no matter where they are or what they are doing. This can help you to find the right audience for the app you are promoting.
Here is the example from the announcement by Google, “Let’s say you’ve built an adventure game. With Universal App Campaigns, you have unparalleled reach: you can drive installs on YouTube, the platform with 1B+ users who watch hundreds of millions of hours of content every day. Your ads can also reach specific audiences across 650k apps and 2M+ websites in the GDN. And importantly, Universal App Campaigns tap into intent-rich searches like “adventure games” and “puzzle games” that are happening throughout the day on Google Search and Google Play so your app can be seen when people are looking to download something new.”
In addition to getting your app in front of the right people, it is also easier than ever to setup. You just provide Google with your desired cost-per-install and they will take it from there. They customize the campaign to get you the results you’re looking for. They optimize the campaign in an ongoing way to get you the highest possible return on investment.
Whether you’ve used Google for advertising before or not, these two new options will certainly help you take your business to the next level.
