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

Google is rolling-out Customer Match and Universal App Campaigns, two new advertising products it sees as vital in transforming view into more sales for its business clients. The launch will take place during Advertising Week from Sept. 28 to Oct. 2, said Sridhar Ramaswamy, Senior Vice President of Google Ads and Commerce.

With Customer Match, Google will be in a unique position to connect customers to businesses in the most relevant ways by taking into consideration the consumer's intent and context, Ramaswamy said in a blog post.

Customer Match works with Google Search, YouTube and Gmail. It allows businesses to upload a list of email addresses (or leads) usually acquired from customers in a loyalty or reward program, or from those who previously made purchases.

The emails are then matched to signed-in users on Google. Targeted ad campaigns uploaded are aimed at a specific audience.

Customer Match also enables business firms to create Similar Audiences that allow it to reach and tap into a wider market for its brand messages using YouTube and Gmail. Google claims it’s the only platform that empowers brands to better connect their messages to the right kind of customers.

Business Insider , however, reported that Google’s new ad features are quite similar to Facebook’s advertising products. It noted that Facebook’s Custom Audiences works just like Google’s Customer Match ad feature.

Google’s other new ad feature, the Universal App Campaigns, allows advertisers to run app install ads across Google Search, Google Play, Google Display Network and YouTube.

EMarketer predicts that mobile app install ad spending will grow to US$3 billion by the end of this year. It also reported that Facebook is by far the most important app channel among the app marketing community.

Adwords Customer Match (Credit:YouTube/Charles Kirkland)

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