When you run a business like I do, there’s nothing better than a 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 correspondence 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 restore previously expressed interest. There are many customers who express interest in a product but then disengage. The idea of ​​re-engaging is to persuade them to become active customers again.

Google remarketing to re-engage the customer

The Google 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 the specific pages of your website. Now when the customer visits other web pages and if you are using Google’s advertising services, your ad could appear on the page you 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 raising awareness.

-Your keyword ad program becomes more specific.

-In addition to new customers, you can rekindle customers who have shown interest in the past by providing additional incentives.

About extended Google customer targeting

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 on the 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 postal 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 your data using the audience manager. Google provides a comprehensive guide to formatting and uploading customer data. You can use hashed and unhashed data. They are compared with Google strings to identify the 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 database created 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 provides you with a comprehensive guide to formatting and uploading customer data.

I was only using SMS campaigns or email marketing lists before customer match happened. It has improved my strategy. Now I can use direct mailing lists to take my campaign to another level. The more data you can provide to Google, the better the chances that the big search engine will match you with users.

This is an exciting feature for me and I guess for all marketers out there, especially those who have already discovered the power of Google Customer Match.

Google Customer Targeting 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 as online business campaigns. Bring offline customers online by storing email lists. Most advertisers create a remarketing list for search ads. Client matching for search ads allows you to move your search ads up or down based on a user’s presence in email lists. In my case, existing customers give me the highest conversion rate.

2. I will now upload the existing customer list to Google and it will create a similar or lookalike audience list. Wouldn’t it be great to have a list that tells you who your 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. Do not allow existing customers to see your reactivation announcements. Use customer segmentation 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 to target specific organizations that you want to reach. For example, you can find the customers 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 typical adult user receives more than 100 emails every day. This makes it difficult for the right email to stand out in the 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 may be a slight change in strategy, but it’s a valuable addition for targeting your audience. It is beyond what was considered possible before. New customer engagements combined with re-entry 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 long 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 return on Google keyword advertising investment. Expandable targeting options with phone numbers and postal addresses allow users to reach more searchers. This database created by using email marketing lists, direct mailing lists, and SMS campaigns can be used to leverage your advertising campaign.