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Mike Gorun

Mike Gorun Managing Partner/CEO

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Google Just Made Targeted Ads More Effective

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When done properly, Google Ads are an effective piece in any multi-channel marketing strategy. The ability to target traffic to specific behavior and keyword searches is invaluable. Well, Google is now following in the footsteps of Facebook and Twitter and on September 27 announced the roll-out of a new Google Ad feature named Customer Match. This new feature allows Google advertisers to upload first-party email databases and serve ads via Google search, YouTube and/or Gmail to the business’s specific customers. Facebook and Twitter advertising platforms have had this feature for some time and it has been a very effective tool for businesses to market to existing customers.

 

Dealers that have used these features in any digital marketing efforts on Facebook and/or Twitter should understand how powerful this type of targeted marketing can be. Imagine using targeted Google Ads to market offers and specials purely to members of your loyalty program. While not everyone uses Facebook or Twitter, nearly everyone uses Google in some form or another - whether that’s as a search engine, email service or to simply watch video content.

 

Dealers could also use this new feature to target service customers, shoppers that visit but do not purchase, and just about any combination of a segmented audience. If you can create a segmented email database, you can now precisely target marketing to that specific list of people using Google. When you factor relevance into the equation, this new feature opens up a world of possibilities for dealers to use in their marketing.

 

It’s been proven that consumers who receive relevant offers and information respond at a much higher rate than to mass campaigns of any kind - whether that’s via email, direct mail, or digital marketing. The ability to precisely target these segmented groups with offers via Google is a highly effective tool for dealers to add to their arsenal.

 

This new Google feature could also decrease the costs of the ads themselves. Instead of getting into a bidding war over keyword searches, targeting specific individuals that are already connected to the business itself, should certainly produce better results for less money. Since it’s your data, nobody else can use it to target your customers. Therefore, you eliminate any competition with others for those specific customers. Sure, those customers will still be targeted through keyword searches and behavioral targeting.  However, the edge that Customer Match provides dealers is the ability to send hyper-relevant messages to their customers, rather than just generic ones to the masses.

 

If you’re a dealer that utilizes Google Ads, consider immediately integrating this into your marketing ad spend. If it performs as well as Facebook’s Custom Audiences and you should find that it’s one of the most valuable advertising paths available.

Alexander Lau
Only a matter of time. https://support.google.com/adwords/answer/6276125 is a very similar process in terms of what I had posted a while back in reference to Facebook Power Editor / custom audience target ads. Similar to Facebook Power Editor, posted a while back... ------------------ Basically, Power Editor is a matching tool, which they have always had (a weak predecessor), but previously was not built on a CRM integration level (importation of CRM dB's for use in customer matching). Having to match up customers or potential customer manually was a painstaking experience. I'll be interested in seeing how dealerships cope with this new requirement and what CRM's actively support them. Custom audience targeted ads will be much more relevant than ads just targeted to a business fan’s or some biographical demographic. They can reach people who a business is sure purchased its products before, or that haven’t thanks to exclusionary targeting. Yes, businesses could just email these existing customers for free. However, Facebook can help them hone in on certain demographic segments of their customers by overlaying additional targeting parameters, and reach them vividly through the news feed instead of their dry inbox. An automotive rooftop with E-mail addresses of its customers could target “buy a new SUV” ads to people who bought an SUV 5+ years ago, while targeting “Find nearby charging stations” to those who recently bought an electric vehicle. IMO, it's a ploy by Facebook to sell more ads through customization techniques, which is smarter than what they were doing. It should have better results for dealerships, especially since most of them have a CRM of some type that exports out CSV and/or XML for importation into the Facebook Power Editor.
Alexander Lau
...the verdict is still out on whether they'll be more "effective." No offense, but let's test the tool and processes and come to a decision on effectiveness.

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