When Google released Customer Match last year, PPCers got very excited. For years we’ve been seeing a noticeable shift in focus from keywords to audiences, and this audience-focused tool promised to revolutionize the way we’re able to communicate with customers.
All that customer data locked away in CRM databases for years could now be tapped as a way to create highly targeted, personalized campaigns. Google has built another section of the bridge between offline and online data.
At my employer (Periscopix, a Merkle Company), we were keen to start using Customer Match across a wide range of clients. But some recurring questions have meant implementation has been slightly slower than expected.
Here we look at some of the main concerns raised by ourselves and our clients, and how these have been addressed.
The Basics
Customer Match is essentially a new way of building remarketing lists in AdWords. First of all, you need a list of email addresses provided to you by customers: this must be first-party data.
This list can be anything — from every customer you’ve ever had to just people who purchased a particular brand of jeans last spring — as long as there are at least 1,000 emails in it.
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