Tuesday, September 29, 2015

Google's New Product Allows Greater Advertisement Customization

               Google has recently unveiled a new product called Customer Match allowing advertisers to upload lists of emails that will be matched to signed-in Google users on Gmail, search, and Youtube. Companies will be able to upload names of people from their CRM system, and then send targeted advertisements to corresponding users. These tailored advertisements will also follow users on other Google platforms, such as Youtube and Gmail. In addition, the program allows advertisers to find similar audiences that have not yet been captured by the list, which could greatly help companies to expand their client base.

               This is not the first time Google dipped its toes into Facebook’s territory with app install ads and email-based advertising. Since earlier this year, Google has leveraged its larger networks in areas like search-to-promote apps as it felt the push from the wider market and the competition from Facebook. In May, Google rolled out new mobile ad products, namely the click-to-buy buttons in search and shoppable ads on YouTube videos.

               These two products share the same concept but differ slightly in that the click-to-buy directs shoppers to a Google checkout page, enabling one-click purchase; whereas the click-to-shop ads on Youtube convey users to retailers’ e-commerce sites. Small retailers, who would otherwise shun from e-commerce for lacking funds to build the website, could open their store on Google. Brands relying heavily on videos to provide users with reviews and tutorials could now take viewers directly to their product pages with one click. Companies such as Wayfair and Sephora have tested the ads in beta, and have successfully increased impressions for their demographic of 35-to-64-year-old women. Owing to the traffic boost, these brands intent to create more original video contents in the near future.

               As Google now aims at chaperoning users from the start of their search journey till the end of their transactions, competitors have been carrying out similar initiatives. In early 2014, Pinterest unveiled its “Promoted Pins” product that targets only specific customers and allows users to see product information and availability directly through their Pinterest feeds. Facebook have long since been cooperating with advertisers utilizing its “Custom Audience” platform which let businesses plug in CRM email addresses to target customers with relevant ads. Most recently, Facebook is trying out an artificial intelligence-powered Messenger assistant that can answer questions and direct users to relevant businesses.

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