Google introduces new ad products: Customer Match and Universal App Campaigns

On the other hand, the Customer Match development has the capacity to vastly improve ad targeting and the focus in Google’s announcement is very heavily on relevance (demonstrated by the fact that the company used the word seven times in the first four paragraphs of the blog post).

Following in Facebook’s footsteps, Google has just announced “Customer Match”, a tool that allows marketers to upload a list of email addresses to use when targeting ads across Gmail, YouTube and paid search on Google. Google will use a process called “hashing” to disguise the email addresses on both sides of the match and prevent any personally identifiable information from being exposed. That means brands won’t be able to buy a list of email addresses from a few third-party vendor and then upload it to Google. It covers Google Search, Google Play, YouTube and the Google Display Network (GDN). The platform also lets advertisers generate a list using “Similar Audiences” feature, to target new (but with similar tastes) customers on YouTube and Gmail that might be interested in the product. That’s similar to Facebook’s Lookalike Audiences.

Morgan Stanley’s report, released to clients earlier this week via email, said: “This speaks to the structural advantage of Google’s search product (still at the top of the mobile consumer funnel, ) and the need for companies to continue to spend on Google paid search to grow”.

A basic quest on Google turns out end result along with several ads made from a any organisations looking to cause you to their own client.

In this new method, Google can utilize app images and descriptions from Google Play and automatically create an ad out of it which will be targeted to each property.

The second announcement is related to app installation ads, which are perhaps the most common ads on mobile. Also new from Google is Universal App Campaigns, which allows app marketers and developers to launch a new type of AdWords campaign to promote their app to app users across the Google network – including YouTube, where gaming videos are one of the hottest categories. EMarketer doesn’t provide market share data but says “most parties familiar with app marketing agree Facebook is far and away the most important app install channel”.

Google also will introduce a new kind of ad that it announced at its I/O conference for developers in May.