Google launches Customer Mach for advertisers, revolutionising communication

It is called Customer Match , Google's new product that allows advertisers to upload entire lists of their customers' email addresses into AdWords in order to make advertising more relevant and tailor-made.

This is a real innovation on the part of Google, which until now did not seem to want to give in on a thorny issue that had raised privacy concerns. In reality, advertisers are already accustomed to making use of their own customer lists in Facebook and Twitter ADSs, facilitating the segmentation and targeting of ads. Until yesterday, agencies made use of a product called Google RLSA (Retargeting List for Search Ads) that allowed them to publish customised and segmented ads based on the searches made by users on Google's search engine. A tool that proved to be very profitable for Google and that maintains customers' anonymity.
But the possibility of using CRMs to launch campaigns on one's own customers by segmenting the target audience has been a huge success on Facebook and Twitter, and there are growing supporters within Google who are pushing for greater use of the data in light of the strong advertising revenues that could be derived from it.

With Customer Match companies will be able to build targeting databases by fishing in a customer's habits: Maps, videos searched on YouTube, Google Search history etc... Google will allow a retailer to forward customer emails to the Customer Match service in order to send tailored ads in the Gmail inbox.

Customer Match will, however, guarantee the protection of personal and master data: advertisers will only be able to choose their advertising target on the basis of the interests expressed by searches and videos viewed online.

Sridhar Ramaswamy, senior vice president Ads & Commerce at Google, explained: 'This will make it possible to combine the interests expressed by the user during searches with the information he or she has already provided as a customer.

Customer Match is also offered on the YouTube platform and the nascent ADS platform in Gmail.

Customer Google Match