the lowdown on google customer match one year later by andy taylor

#SMX #33B2 @PronouncedAhndy

The Lowdown on Google Customer Match One Year

Later

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Example Title Slide:

Althoughthisisatemplate,theseslideshavebeencreatedasexamplestoshowyouwhat’spossiblewithinthetemplate.PLEASEDELETEALLEXAMPLESLIDESANDNOTESBEFORECREATINGORIMPORTINGYOUROWNDECK. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! Thetemplateworksbestifyouuseittocreateapresentationfromscratch.However,thisblanklayoutoffersyouflexibilitytoinsertyourownslidesabovetheSMXfooter.Youmustusethisfooteratonalmostallofyourslides.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately!Beforeyoudoanythingelse,here’showtoreplace“#XXa”inthefooterwithyoursession’sspecifichashtag.InPowerPoint,SelectVIEW>SLIDEMASTERtoeditSLIDE#1toincludeitonallslidesofyourpresentation.Alsoaddyour@twitterhandle(or@companyhandleifyouprefer).Askyoursessioncoordinatorforthesession’sspecifichashtag!Thistemplateishigh-resolution16:9.DONOTchangeitto4:3.Alsonotethatifyouimporta4:3presentationinto16:9youmayencounterdisplayissues.ThetemplateusesCenturyGothic&Corbelasdefaultfonts.Arialisasecondaryfontthatmayappear.NotethatolderversionsofPowerPointmaynothavetheseasanoption;changetoArialorotherstandardsans-serif-font.Wheninsertingtext,you*MUST*useonlystandardfonts.Wecannotguaranteeeventlaptopswillhavespecialtyfontsinstalled,norcanwedosoonsite.Powerpointswithanimationsmaynottranslatewelltopdf/slideshareformat–youmayalsosubmita2ndversion/scrubbeddeckmoreappropriateforpostingonlinebySMXproductionstaff.


About Me


AdWords remarketing lists made up of email addresses loaded through the AdWords UI, API, or third party

Customer Match Uploader

Customer Match: What is it?


Requirements:•  Advertiserprivacypolicymustdisclosethatcustomer

informationissharedwiththirdparties•  CMaudiencesmustbemadeupofatleast1,000

identifiableemails•  CMaudiencesmustonlycontainemailsobtained1sthand

bytheadvertiser

Customer Match: What is it?


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 can only target users who have visited a site in the last 180 days – Customer Match has no limit -  RLSA relies on remarketing tags rather

than emails to identify searchers -  Customer Match and RLSA audiences

often overlap in who they target

CustomerMatch

RLSA


Customer Match Reaches High-Value Searchers Text Slide with Solid Blue Banner:

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Customer match spend share across Merkle advertisers actively deploying these audiences

But…Customer Match Reaches Only a Small Share of Searchers

~2%


But…Customer Match Reaches Only a Small Share of Searchers

<0.5% -

~10%

Range of Customer Match search spend share for individual Merkle advertisers actively deploying these audiences

Bycomparison,it’snotuncommonforRLSAtoaccountfor20%+ofabrand’ssearchspend


Match Rates Vary by Email Domain

17%

46% 48%

90%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

.edu Yahoo AOL Gmail

Match Rate by Email Domain Sample Retailer

Some advertisers’ email lists skew towards domains that are less likely to get matched by Google -  Brands that cater mostly to

college students -  B2B advertisers (like Merkle) -  Brands that serve older users


Differences in User Demographics by Email Domain

Source: http://www.statista.com/statistics/547531/e-mail-provider-ranking-consumer-usa-age/


Age of Email Impacts Match Rate

55%

90%

0%

20%

40%

60%

80%

100%

2013 2014

Gmail Match Rate by Order Year Sample Retailer

WhileCustomerMatchdoesallowadvertiserstoreachcustomers

whohaven’tinteractedforalongertimeperiodthanwithRLSA,the

likelihoodofemailsbeingmatchedislowerforolderemails


Opportunities for Customer Match

Expansion





Customer Match Now for Google Shopping Too

Source: Merkle|RKG Digital Marketing Report, Q2 2016


Customer Match Now for Google Shopping Too

0%

50%

100%

150%

200%

250%

300%

CTR CR CPO

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


Similar Audiences May Roll out to CM for Search


New Feature! CMU Data Append

NewfeatureknownasDataAppendstandstohelpadvertiserswhohavecustomerphonenumbers/physicaladdressesbutcan’ttiethemtoemailaddressesbyallowingCustomerMatchUploaderpartnerstomatchthoseuserstoemailaddressesanduploadtheminCustomerMatchlists


Customer Match Strategies





Customer Match for GSP


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


§ CustomerMatchisgreatfortesting–  Easytocreaterandomizedtestandcontrolgroups

–  Emailscanbeusedwithbackendorderinformationtodeterminehowlikelyusersaretoconvertwith/withoutthepresenceofpaidads

Brands Should Test the Real Value of Their Ads

EmailList

TestCMTurnAdsOff

ControlCMKeepAdsRunning

EstimatetheImpactofPaidAdsonOrderVolumefromtheCustomers


Dependingonyourgoalsandthecompetitivelandscapeofthesearchresultsonyour

brandkeywords,itmaymakesensetotestturningadsoffforCustomerMatchaudiences

Brands Should Test the Real Value of Their Ads


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


Expand Keyword Lists

§ AdvertisersmaywanttotrytoexpandkeywordsliststoincludemoregeneraltermstargetingonlyCustomerMatchlists–  However,themoregeneralthekeywordsandfurtherawayfromthecorefunctionofyourbusinessyouget,themoreexpensiveitcanbecome


Adjust Ad Messaging

§ AdvertiserscantargetadcopytoCustomerMatchaudiencesinorderto:–  Upsell–Latestmodel!

–  Cross-sell–Getanextrabatteryforthatphone!–  Calloutproductattributesrelevanttospecificaudiences•  Becarefulnottoassumetoomuch

Advertiserscan’tknowifdifferencesinmessagingwillimpactperformanceuntiltheytest


Ad Messaging Restrictions

Adscannotmentionspecifictypesofpersonalinformation,suchas

knowledgeofrace,politicalaffiliation,ornegativefinancialstatus


§ CustomerMatchiscurrentlylimitedinreach§ Therearesomeupdatesonthehorizonthatstandtoincreasethatreach§ CustomerMatchaudiencescancurrentlybeusedininitiatives/strategiessuchastestingincrementalvalue,expandingkeywordlists,reconnectingwithemaillistunsubscribers,andadcopytesting

§ Thisisonlythebeginning–  Adpersonalizationislikelytocontinuetobecomemoreofapossibility,soadvertisersshouldtakeadvantageofCustomerMatchtobegintestingoptimizationstrategies

Takeaways


Play in the Customer Match Sandbox


LEARN MORE: UPCOMING @SMX EVENTS

THANK YOU! SEE YOU AT THE NEXT #SMX