the lowdown on google customer match audiences by andy taylor
Post on 11-Apr-2017
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#SMX #22B3 @PronouncedAhndy
The Lowdown on Google Customer
Match Audiences
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About Me
You should tell more jokes. My boss loved you. But he’s like 90.
SMX East Attendee
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Customer Match: What is it?
AdWords remarketing lists made up of email
addresses loaded through the AdWords UI, API, or third party
Customer Match Uploader
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Advertiser privacy policy must disclose that customer information is shared with third parties
Customer Match: What is it?
Customer Match audiences must only contain emails obtained 1st hand by the advertiser
Customer Match audiences must be made up of at least 1,000 identifiable emails
Requirements
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Customer Match Now for Google Shopping Too
Source: Merkle Digital Marketing Report, Q4 2016
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Customer Match vs RLSA
Customer Match for search is similar to
Google Remarketing Lists for Search Ads, which
target past visitors to an advertiser’s site
RLSA
Customer
Match
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Customer Match vs RLSA
RLSA
Customer
Match
RLSA can only target users who have visited a site in the last 540 days – Customer Match has
no limit
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Customer Match vs RLSA
Customer Match
RLSA
RLSA relies on remarketing tags rather than emails to identify
searchers
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Customer Match vs RLSA
RLSA
Customer
Match
Customer Match and RLSA audiences often overlap in who
they target
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RLSA audience with +20% modifier
How Stacked Audiences Work
Customer Match audience with +15% modifier
Ad Group XYZ123
Any searchers who fall into both the RLSA audience as well as the Customer Match audience will be attributed to the RLSA
audience, since it has a higher bid modifier
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How to Corral All Customer Match Traffic
Customer Match
Campaigns
Non-Customer Match
CampaignsCreate specific campaigns to ‘target and bid’ Customer
Match audiences
Exclude those Customer Match audiences from other
campaigns
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Customer Match Reaches High-Value Searchers
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Customer Match Reaches High-Value Searchers
CTR CR CPO0%
50%
100%
150%
200%
250%
300%
Baseline Shopping Campaigns CM IR Top 100 Retailer #1 CM IR Top 100 Retailer #2
On Average, Customer Match Sees Double the CR at One Third of the Cost for Google PLA
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But…Customer Match Reaches Only a Small Share of Searchers
<5% Across Merkle accounts, we find the vast majority
of brands can expect Customer Match to
account for <5% of search spend
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Match Rates Vary by Email Domain
.edu Yahoo AOL Gmail0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
17%
46% 48%
90%
Match Rate by Email DomainMerkle Advertiser
Some advertisers’ email lists skew
towards domains that are less likely to get matched by Google
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Differences in User Demographics by Email Domain
Source: http://www.statista.com/statistics/547531/e-mail-provider-ranking-consumer-usa-age/
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Age of Email Impacts Match Rate
2013 20140%
20%
40%
60%
80%
100%
55%
90%
Gmail Match Rate by Order YearMerkle Advertiser
While Customer Match does allow advertisers to reach customers who haven’t
interacted for a longer time period than with RLSA, the likelihood of emails being matched is lower for older
emails
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New Feature! CMU Data Append
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Data Append Impact
Before Data Append After Data Append
Emails Matched in Google Customer Match
Merkle Advertiser+35%
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Customer Match Strategies
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Customer Match for GSP
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Target Email List Unsubscribers
Very likely to click through to the website after clicking
on a GSP ad
Conversion rate is pretty ‘meh,’ but not awful compared to
other audiences
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GSP Customer Match Spend Share
21% Among Merkle Customer Match advertisers that use
CM for GSP, 21% of CM spend goes to Gmail
advertising for the median brand
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Expand Keyword Lists
Advertisers may want to try to expand keywords lists to include more general terms targeting only Customer Match lists
However, the more general the keywords and further away from the core function of your business you get, the more
expensive it can become.
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Adjust Ad Messaging
Advertisers can target ad copy to Customer Match audiences in order to:
–Upsell – Latest model!–Cross-sell – Get an extra battery for that phone!–Call out product attributes relevant to specific audiences• Be careful not to assume too much
Advertisers can’t know if differences in messaging will impact performance until they test
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Ad Messaging Restrictions
Ads cannot mention specific types of
personal information, such as knowledge of
race, political affiliation, or negative
financial status
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Customer Match is great for testing
– Easy to create randomized test and control groups
– Emails can be used with backend order information to determine how likely users are to convert with/without the presence of paid ads
Brands Should Test the Real Value of Their Ads
Email List
Test CMTurn Ads Off
Control CMKeep Ads Running
Estimate the Impact of Paid Ads on Order Volume from the
Customers
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Brands Should Test the Real Value of Their Ads
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Match Rates Should be Factored Into Test Setups
41%Share of orders from a test campaign excluding all past
online converters with Customer Match lists that were attributed to existing
customers
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A Complete List of All of the Universally-Applicable Customer Match Case Studies
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