Google updates Customer Match for advertisers globally
Tech giant, Google has unveiled new expansions for its Google Ads toolbox. Customer Match, which allows advertisers to use their first-party data to remarket to customers on Google Search, Shopping, Gmail and YouTube, is now generally available to all advertisers worldwide.
Google is also taking off the spend threshold from the Customer Match feature; previously, there was a $50,000 total lifetime spend requirement for businesses to be eligible for Customer Match. The removal of the spend requirement may be particularly impactful for SMBs operating on fewer resources.
Google announced: “In March, when we compared more than 900 Video action campaigns, we found advertisers that added product feeds drove 60% more conversions at a lower cost, compared to advertisers that didn’t add product feeds.”
On the automation front, the Google Ads Insights page is getting a new Demand Forecast that predicts relevant changes to search behavior over the next 90 days, and Performance Max campaigns are rolling out globally as an open beta. This information can help advertisers prepare their campaigns and inventory, and enable them to identify upcoming opportunities.
Jerry Dischler, Google’s VP/GM said: “Starting today, given the positive results from early testers, we’re expanding the Performance Max beta to thousands of additional advertisers globally.”
Performance Max campaign is an automated campaign type that runs across all Google ad inventory. Advertisers provide the copy and image or video assets and Google’s machine learning systems will serve the responsive ads across channels and bid using Smart Bidding based on the advertiser’s goal.
Advertisers can expect to see data on which audiences are converting, auction insights, trending search categories, top-performing creative assets; they’ll also be able to preview how their ads are showing up in each channel.
As the world shifts away from third-party cookies, first-party data will be used to help advertisers reach their audiences. The expansion of Google’s Ads tools sees the tech giant offering marketers more data alternatives to target and track their ads. This is why Google is widening the availability of first-party tools to more marketers, as well as adding new location-based options to enhance engagement.
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