Google Ads to be Based on Your Email Address

Google will soon let advertisers tap into one of the most lucrative types of ad targeting: email addresses.

First, Google will make use of Customer Match, which will allow advertisers to upload users mail addresses from Gmail or even YouTube, but in a “secure and privacy-safe way” that should not panic them about unlawful access.

“All you have to do is import your customer list, match targets across Google and that will drive revenue”, the search marketing source said. “By testing different versions of your ad text and app images in each of the eligible Google networks, we determine the highest-performing variations so only your best ads show”, writes Sridhar Ramaswamy, Senior Vice President, Ads and Commerce at Google, in a blog post.

Google is on the cusp of rolling out an anticipated and in-demand product feature in AdWords: the ability to upload and target audiences built from advertiser email lists. While they may not appear on a brand’s lists, they match profiles of those who are signed in.

In the past, advertisers have had to rely on demographics & affinities provided by Google, or past online actions to target users in AdWords. Your ads can also reach specific audiences across 650K apps and 2M+ websites in the GDN.

Business Insider, however, reported that Google’s new ad features are quite similar to Facebook’s advertising products. The ads will be focused on the Google Display Network, Google Play, Google Search and YouTube. On Monday, Google opened the feature up more widely. But with the new program, it can focus attention on loyal customers, theoretically spending less money to have ads show up only to people who already have a few relationship with the airline.

Facebook Inc., which uses the information it has on its users to fine-tune the relevance of ads that they see.

Let’s say you’re a travel brand.

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”. This is in line with the growing popularity of the apps install ads. The app install ads prompts customers to download and install mobile app.

The push from the wider market, and competition from Facebook, it could be argued, may also be behind the new Android app promotion tools that Google is also unveiling. Now, Google allows advertisers to use Customer Match to achieve similar results.