Google to Use Email Addresses for Ad Targeting, Like Facebook and Twitter Do

28 Sep 2015 | Author: | No comments yet »

Google Inc (GOOG) Launches Customer Match and Boosts its In-App Promotions.

As Ad Week rolls into New York, the tech giants are rolling out their ad product news. In recent years, the motto inside Mountain View has been “One Google” — a goal to achieve uniform experiences in its products for users and customers.Google is rolling out a much sought after product ‘Customer Match’ which lets advertisers upload their customer and promotional email address lists into AdWords.Google Inc (NASDAQ:GOOG) has launched a new product called Customer Match to boost its add business and as well as help the company focus on in-app promotions.

Google is using Ad Week New York to promote two new advertising products Customer Match and Universal Apps, which it claims will help both large and small advertisers target consumers when they are most likely to engage with their messaging. This is quite similar to the program which Facebook introduced way back in 2012 under the name of Custom Audience ads which since then have become quite popular among ad marketers. In a blog post, the company’s senior vice president for advertising and commerce, Sridhar Ramaswamy, writes that the new Customer Match feature allows advertisers to address their highest-value customers on Google Search, YouTube and Gmail when it matters most. At Code Conference in May, Kordestani described it as a “dashboard” for chief marketers, a comprehensive offering that ensures Google is “getting our advertisers to the right people.” On Monday, the company’s ad business took two steps in that direction.

Google’s Customer Match also offers advertisers additional ‘lookalike modelling’ services – or Similar Audiences as Google calls it – by matching brands’ existing customer databases with audiences that are likely to display similar behaviours. Advertisers will also be able to create Similar Audiences to reach out to new customers on the basis of their current audience on platforms like YouTube.

Meanwhile, Facebook has announced a new service that itself is competitive with yet another platform: Twitter, and specifically in the area of nabbing more TV ad dollars. At Advertising Week in New York, Google introduced new ad features that make use of its very broad reach across the Internet, as it wages a heated battle with Facebook and others over digital spending.

For example, a travel brand’s rewards programme members who search for a flight on Google.com will see relevant ads at the top of the search results. The social network will be working with Nielsen on a new metric and ad buying option to let advertisers more closely link their TV ad spend with Facebook video spend. Google claims that Customer Match is an important tool for marketers because it overwhelmingly boosts their ability to focus on ads that are relevant to the target audience.

Advertisers can upload customer Gmail addresses — “in a secure and privacy-safe way,” adds Google — and, for the first time, can deploy them in targeted campaigns along with search and YouTube. Ramaswamy encourages potential users of the service claiming the new service will maximise app installs as Google’s systems use “dynamic learning” by testing different versions of an advertisers’ ad text, and app images in each of the eligible Google networks. “We’ve automated campaign set-up by pulling in your app images, videos, and app description directly from your Google Play store listing to generate ad formats that look amazing wherever they’re placed… we determine the highest-performing variations so only your best ads show.” In an example given by Sridhar Ramaswamy, SVP of Ads and Commerce at Google, a travel brand can upload the names of people in its rewards program, who will then be served ads from that travel brand the next time they are searching a relevant term.

Universal Ad Campaigns will now be made available to all developers and advertisers as a new AdWords campaign type that will help them to connect with app users across Google Search, Google Play, YouTube, and the Google Display Network (GDN). Today, we’re building on these capabilities with new ads innovations to deliver even more relevance.” The Wall Street Journal reported on the product’s arrival back in April.

Using this, one can promote his/her new app across these Google platforms, for instance; driving installations on YouTube and reach specific audiences across 650K apps and 2M+ websites in the GDN. If you think all of this sounds familiar, it’s because it is: Facebook has been letting advertisers run similar styles of campaigns based around customer databases for years already. The ability or capacity to set bids and create ad copy based on advertiser data on their customers will be more powerful than doing so based on site visitor behavior. In similar developments in the ad world, Facebook also introduced a series of new ad products among which a major one was related to measuring the performance of Facebook Video ads against the television ads with the help of feature called Total Rating Point.

In May, Google unveiled “Universal App Campaigns,” a central portal for developers to manage the promotion of their apps across Google’s media channels. The offering also brings Google into line with those long available from both Facebook and Twitter with Custom Audiences and Tailored Audiences, respectively.

Advertisers give Google their desired cost-per-install and the company’s systems optimise their campaigns using dynamic learning to maximize app install volume at the target costs. Regulatory scrutiny seems to be one key reason highlighted by Digiday, which had reported that targeting plans were in the works before Google made the news official: the search giant has been happy to let others take the lead on this kind of ad tech first because then Google appears as the competitor when it enters the market.

The company also recently announced that it launched the “Universal Ads Campaigns” that let advertisers run ads that encourage users to click ads to download various apps. There could be other reasons, too: You could also argue that Google has been so successful with its core search products that the idea of adding new features may have been put on the backburner. The publicists pushing Google to enter the fold ever since and it seems to have come to terms with the privacy considerations. “Browser behavioral targeting is a pretty crude tool–better than nothing, certainly–but pretty crude. The ability to fold in real customer insight, understanding all the brand’s interactions with a person online and offline going as far back in history as you want is a gigantic leap forward” says George Michie, Chief Marketing Scientist for Merkle RKG. The push from the wider market, and competition from Facebook, it could be argued, may also be behind the new Android app promotion tools that Google is also unveiling.

On the ads side, Google has tended to shy away from targeting capabilities well within its reach. (How many Gmail users thought their emails were already used to sell targeted ads? What’s less clear is if that intent then follows you to other platforms, or whether Google creates separate intent-based ads in, say, YouTube based on what you are watching. And unlike other ad targeting options that scrap info following a website visit, Google says it is only matching Gmail addresses that customers have given voluntarily to companies.

If Google is wading deeper into Facebook’s territory with app install ads and email-based advertising databases, Facebook is also dipping its toes elsewhere, too. As with Nielsen’s early moves to work more closely with Twitter to measure and match up Twitter users with TV consumers, the idea here is to create a stronger link between the old platform and the new in order to encourage more advertising on the latter platform. Other new Facebook products today include brand awareness optimization bidding; polling services coming to mobile; and — in one more push to enhance and expand video inventory — adding videos to the carousel format Facebook introduced earlier this year.

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