Google rolled out Customer Match for Shopping campaigns alongside similar audience in May 2017.
Just like similar audience, Customer Match was already available on some Google ad platforms.
Now, it’s available for product listing ads for Google Shopping, too. While similar audience revolves around generating new leads, Customer Match is all about remarketing your products to your most valuable customers.
Essentially, Customer Match for Shopping is a remarketing tool you can use for customers who have shared their email addresses with you. By segmenting different customers into different marketing groups, you can then directly target them with selected product ads or special offers.
As Google explains:
“By using your email lists, Customer Match makes it easy for you to focus Shopping campaigns on your high-value customers – like previous purchasers, newsletter subscribers, rewards members and in-store shoppers.”
It’s well established that retaining past customers is much more cost-effective than acquiring new ones. This is why remarketing should be a big part of your overall online marketing strategy.
Not only this, but past customers are also much more likely to convert on your site than new ones. The ability to re-engage your past customers with tailored, relevant content is a very powerful tool to have in your marketing plan. That’s where Customer Match comes in.
Customer Match involves remarketing through identity-based targeting. Using customer email addresses, you can create custom audiences in Google AdWords.
These audiences can then be directly targeted with your product listing ads via Gmail, YouTube or Google Search (Note: not on the Google Shopping app itself). The remarketing possibilities are almost endless. You can filter which product listing ads they see, along with more targeted approaches, such as special prices or offers.
So, for the feature to be effective, you’ll need to get granular with your list of customer emails acquired. Grouping them into different categories based on purchase behavior is a good place to start.
Frequent purchasers and app users will exhibit different behavior than cart-abandoners or infrequent purchasers. So, your marketing approach should be different too.
Ultimately, the more categories and granularity used to segment your customers, the more relevant and effective your remarketing efforts should be.
Here’s how to set up Customer Match audiences in AdWords:
You can use the AdWords API to upload the data. Alternatively, there are a number of third party companies authorized to upload the customer email data. You can see the list here and also read all about how Google uses Customer Match data.
While the format is new for Shopping, it has already been available for other platforms. This, paired with it being and since it’s really rooted in remarketing, there are a few key approaches we see being popular:
Displaying different product ads – some with special prices or offers – to different customers would be dull and time-consuming if done manually.
With Productsup, you can easily group your products using labels or even create specific segments and export these separately, for use in different campaigns. Productsup’s built in Google Merchant Center API means your data is easily updated, ensuring your Google Shopping product feed will always be in great shape.
We’ll be taking a much more comprehensive look at the benefits of Customer Match in the coming weeks. So, come back soon, as we’ll bring you tips and tricks on how to use Customer Match to boost your Google Shopping campaigns.
Want to know more about optimizing your product feed for Google Shopping? Learn from the experts with our best practice Google Shopping guide.