Today (December 6th, 2021), there was a tweet about Google Ads Customer match:
As I’ve written about before, in the current landscape of digital marketing, privacy is key.
The tweet above links to a page about some recent improvements to Customer Match.
If you’re not sure what Customer Match is, I think of it as one of Google’s ways of addressing the phasing-out of cookies. While I don’t think it’s an exact replacement for cookies, it is something that can be used to address the data gap that’s left behind.
When I read about Customer Match, I was thinking about what’s known as retargeting. Customer Match is basically a way to derive insights from your audience, and, if my understanding is correct, use those insights as ad variables to create targeted ads.
Google also has a best-practices guide, titled, Connect With Your Existing Customers and Reach New Ones With Customer Match.
Google Ads Customer Match seems to hold a lot of promise, and is something worth considering.
Source: Google Ads Twitter channel