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Customer Match For Google Shopping: A New Way To Retarget

By Anthony Capetola on November, 4 2016

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Anthony Capetola

Tony is the Marketing Manager at Sales & Orders heading up our inbound marketing and advertising team. His latest adventure, though? Being a dad!

Back in June, Google announced the Beta rollout of Customer Match for Shopping. The feature (originally limited to Search, Display, Gmail & YouTube) allows store owners to upload a list of email addresses which can be matched to signed-in users on Google. Similar to RLSA, once the list has been uploaded, a Remarketing audience can be created and Shopping ads delivered to these users.

Think of it this way: If RLSA allows you to segment your remarketing based on Google Analytics data, Customer Match allows you to segment your remarketing based on emails of shoppers you have previously collected.

So if you currently have a newsletter or loyalty program enabled for your E-Commerce business, you can potentially benefit from the email lists you have gathered so far.

So far, the Customer Match feature for Shopping has only been announced as a Beta rollout. You can submit this interest form to try and get early access. Also be sure to follow Google’s Policies on Customer Match.

We will be keeping an eye out for updates regarding the beta, however you can actually take advantage of Customer Match as an E-Commerce business by employing it as a strategy for other campaign types such as Search and Gmail. Even better, you can use data from your Shopping campaigns to build out keyword lists.

If you have made text ads part of your AdWords strategy then it might be time to test out some Customer Match audiences. As an E-Commerce business the potential of Customer Match could be pretty substantial.

We have already found that RLSA can have an immense impact on Conversions (which also can be used for Search campaigns, not just Shopping). What can you do with Customer Match? Did you know that it can be five times more expensive to attract a new customer versus keeping existing ones?

Average Cost-Per-Acquisition for direct-to-consumer ads (such as Shopping) is often over 50% more expensive than remarketing, even though Shopping CPC’s are generally a fraction of the cost of standard text ads.

Leverage Special Offers In Text Ads

You probably have quite a few lists already built up by now considering you collect emails at checkout and possibly collect them for other deliverables such as loyalty programs or newsletters. Let’s put those to good use.

As a best practice, we recommend building a new campaign or ad group to test out Customer Match before incorporating it into what is already running. You will get a much better pulse on how these specific users affect your conversion rates (if at all). Plus it allows you to separate your ad copy and deliver a more specific message to Customer Match emails.

In your Shared Library in AdWords, select Audiences. Now create a new Remarketing List and select ‘Customer emails.’

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Now create your list and upload your email addresses (.CSV file format) and click Upload and save list.

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You can attach this list to a specific campaign or ad group of your choosing. Note that you should be creating Expanded text ads now that standard text ads will be eclipsed as of January 2017.

Select your desired Shopping campaign (maybe a ‘Top Performers’ for example) navigate to your Keywords and then Search terms. Using the export function, you can choose to download all keywords or, even better, sort your keywords by conversions and select only the keywords which resulted in a purchase. Take these and add them to your newly created Search campaign and be sure to respect Keyword Match Types and best practices (Broad Match Modified, Phrase, & Exact Match).

In your ad copy, consider what these users would want to see. Your message should match specifically to the list you are employing.

You may not want to deliver certain messaging to visitors who only checked out and purchased from your store just the same as you may not want loyalty program members to see certain discount offerings.

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What you could do is create a new campaign and segment your ad groups according to Customer Match audience. That strategy can help you pick and choose not only keywords for each but also dictate who receives a 10% discount offer versus a new product highlight.

We Shall See

To reiterate, Customer Match is relatively new and something that should be looked at as an opportunity to test its potential alongside your other campaigns. As more information comes out and further research is revealed by Google, more and more retailers could begin to make Customer Match a major part of their AdWords strategy.

If you have pre-existing email lists that you are already using in conjunction with email marketing or even social media marketing opportunities, then it’s really a no brainer to give them a shot in AdWords as well. The opportunity is especially more intriguing for business owners who have already segmented their shoppers into unique groups or those who are beginning to build unique lists over the holidays this year.

Remember that every year is a chance to give yourself a little bit more of an edge in the next. Getting started today, in 2016, could mean that in 2017 your results can really begin to shine through.

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