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Google Takes Remarketing to Shoppers to Another Level

Remarketing to existing and potential customers can help convert them from browsers to buyers. Google’s AdWords recently unveiled its latest program to assist advertisers with this remarketing via Customer Match for Shopping ads.

The program follows on to the company’s other remarketing programs available for their Search, Gmail, and YouTube services. For readers not familiar with how remarketing works: in order for merchants to show ads to people who have visited their website, they must first add the remarketing tag to their site. As Google explains, the tag is a short snippet of code that adds a company’s website visitors to that company’s remarketing lists.

Customer Match takes remarketing to another level – merchants can upload segmented lists of email addresses that can be matched to signed-in users on Google (“in a secure and privacy-safe way”).

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That way, merchants can focus their campaigns on their highest-value audiences – previous purchasers, rewards members, newsletter subscribers, or local in-store shoppers, to name a few.

To help our readers understand how Customer Match for Shopping ads can help their advertising efforts, we reached out to Wordstream CTO and founder Larry Kim for advice.

“Advertisers seeking to use Customer Match for Google Shopping should start by replicating their top performing existing email marketing list segmentations. For example, going after recent purchasers, or high value customers, or users who abandoned their shopping carts,” Kim said.

“Just work through the list of existing list segmentations from most valuable to least valuable – generally, there is an 80/20 thing happening where a few specific segmentations will produce much of the overall value. I would expect similar results using Customer Match in Google Shopping.”

Kim noted there would be a tradeoff to achieving the best potential results here. “Greater segmentation in ad targeting will produce higher click through rates (CTR) and conversion rates, but at the cost of greater campaign complexity (you need to run more, smaller campaigns to more segmented lists) and diminishing volumes (going after multiple smaller lists will produce fewer clicks than one huge list).”

The benefits to the extra work look promising. “Higher CTR yields higher quality scores that can reduce CPC (cost per click) by as much as 8x. We’re finding that for certain customers, customer match increases click through rates and conversion ratesby as much as 400 percent,” Kim said.

“We’re not talking small 4-5% increases here. We’re talking 4x (400%) increases in ROI (return on investment).”

Google will roll out Customer Match for Shopping this summer; in the meantime, you can request to join the beta program, and you can learn more by watching this YouTube video.

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David A Utter

David A. Utter is a freelance writer based in Lexington, KY. He has covered technology topics from search to security to online business and has been quoted in places like ZDNet and BusinessWeek. He considers his appearance on NPR’s “All Things Considered” with long-time host Robert Siegel a delightful highlight. You can find him on Twitter @davidautter and on LinkedIn.


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