When you run a business like me, there is nothing better than quick action on the day. One must learn to go beyond the typical rhetoric to be successful. Success also depends on how many people you can reach. A new Google feature gives me the opportunity to expand my brand’s chances of success. Customer engagement is essentially a business communication between consumers and the brand or company through the use of various matching methods. The customer experience can be both online and offline, or either. I use a technique called customer re-engagement. I use this Google feature to win back customers who have lost interest in the product or to re-establish previously expressed interest. There are many customers who express interest in a product but then disengage. The idea of re-engagement is to persuade them to become active customers again.
Google remarketing to re-engage the customer
Google’s Marketing Toolkit has a new feature for remarketing. It’s basically a way to advertise your website when visitors are on other sites. When your customers visit your website, a specific code is placed in your cache file. This identifies specific pages on your website. Now when the customer visits other web pages and if they are using Google’s advertising services, your ad could appear on the page they are visiting. Now, who’s ad will appear on the page depends on the user’s location, price and timing.
Key Features of Google Client Reactivation
-Similar to most Google programs, this is a smart addition.
-Extremely valuable tool for B2B sales and lead generation people.
-Valuable for promoting special offers and creating awareness.
-Your keyword ad program becomes more targeted.
-In addition to new customers, you can rekindle customers who have previously shown interest by providing additional incentives.
About extended Google Customer Match
Google introduced the Customer Match feature in 2015. It allowed advertisers to target custom audiences using email addresses from their Gmail, YouTube, and Search campaigns. This feature is a powerful tool, and as online advertisers discovered ways to use it, Google expanded further in 2016 to maximize shopping campaigns. Customer Match is easily outperforming all other competitors in Google SERP. The expanded reach is impressive, especially for advertisers who don’t have large customer email lists.
This new and improved Customer Match allows advertisers to target their customers by matching their phone numbers and mailing addresses. Therefore, during their advertising campaigns, advertisers can create a database of email addresses, phone numbers, postal addresses, etc. of customers in Google AdWords. The new AdWords user interface allows you to upload data through the audience manager. Google provides a comprehensive guide to formatting and uploading customer data. You can use both hashed and unhashed data. They are compared against Google strings to identify results. Google AdWords then adds these matches to the advertiser’s customer match lists.
Using Google’s Extended Customer Matching Feature
I can now use the newly expanded customer matching feature to create an audience with combinations of their contact information. The created database gives you the opportunity to target them in your Shopping, Search, YouTube and Gmail campaigns. The new AdWords user interface gives you the opportunity to do this through the audience manager. This feature is now universally available. Google also gives you a complete guide to formatting and uploading customer data.
I was only using SMS campaigns or email marketing lists before Customer Match happened. My strategy has improved. Now I can use direct mail lists to take my campaign to another level. The more data you can provide to Google, the better chance the big search engine will match it to users.
This is an exciting feature for me and I guess for all marketers, especially those who have already discovered the power of Google Customer Match.
Google Customer Match Tips for a Winning Campaign
1. Bring offline customers online. This is a common problem for offline businesses because they cannot target the audience in the same way that online business campaigns can. Bring offline customers online by hosting email lists. Most advertisers create a remarketing list for search ads. Customer matching for search ads allows you to move search ads up or down based on a user’s presence on email lists. In my case, existing customers give me the highest conversion rate.
2. I will now upload the list of existing customers to Google and it will create a list of similar or lookalike audiences. Wouldn’t it be great to have a list that tells you who the highest paying customers are? You will get more clicks and conversions this way.
3. One problem with remarketing is that if the user changes their device, they lose track of their information as a result. Cookies are not interchangeable across devices and do not move to the new device. This problem can be solved by using Google Customer Match.
4. Don’t let existing customers see your reactivation ads. Use customer match lists to exclude existing customers. Create some exclusive offers for current customers. Make two sets of ads, one for existing customers and one for new ones.
5. Google Customer Match is versatile and can be useful in account-based marketing. It allows you to prevent the spread of advertisements on the Internet and target specific organizations that you want to reach. For example, you can find the clients who spent 10K on PPC marketing last month. This could be your qualifying question and a list of such users can be created.
6. A normal adult user receives more than 100 emails every day. This makes it difficult for the correct email to stand out in your inbox. For this, you can use the Google Display Network and increase brand awareness.
the big opportunity
Adding Google’s re-engagement features to your ad campaign might be a slight change in strategy, but it’s a worthwhile addition to targeting your audience. It is beyond what was previously considered possible. New customer engagements combined with re-engagement create a huge opportunity for marketers. Look at it this way. It has a comprehensive list of customer phone numbers, email IDs, and mailing addresses that give you the opportunity to reach an audience that may have lost interest in your product a long time ago.
conclusion
The solution was created by Google to target businesses that sell online and are basically looking to reduce shopping cart desertion rates. Even if you don’t actually sell, you’ll maximize your ROI on Google keyword advertising. Expandable targeting options with phone numbers and postal addresses allow users to reach more searchers. This database created by using email marketing lists, direct mail lists and SMS campaigns can be used to leverage your advertising campaign.