There is no question that Google keeps itself at the forefront of new technology and practices. From Google’s Cloud Platform to powerful analytics and AI, Google consistently changes the game when it comes to the online landscape in so many ways. Google’s services, products and practices have become second nature to many and part of everyday life. True to form, Google Ads automation is becoming smarter than ever, offering advertisers even more ways to use customer match lists. As a white label SEO reseller, we know that this is significant news for digital agencies who prioritise getting the best results for their clients with their ad campaigns.
What Is Customer Match?
As most digital agencies will already know, Customer Match is an advertising tool from Google that helps advertisers effectively use their own data. Customer Match helps advertisers use their data, both online and offline, to build better PPC ads targeting prospects on Google’s platforms, products and services such as Gmail and YouTube. Customer Match helps advertisers put together groups that are most likely to convert based on your current users and users like them.
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What’s New In Customer Match?
Previously, advertisers using Smart Bidding or Optimised Targeting (or both) were required to apply Match Lists to their campaigns manually. Some advertisers were recently informed that, from the second quarter of 2022, campaigns that make use of Optimised Targeting and/or Sart Bidding are going to be able to use all of the Customer Match lists in their accounts. This means that their ad campaign performances will be significantly enhanced for their goals. In the future, Match Lists aren’t going to be used with manual strategies for bidding, though advertisers will still be able to adjust bids with bid modifiers manually. Google plans to roll out Customer Match lists for smart bidding over time. Currently, the tentative timeline for the rollout is as follows:
- Video: Q2, 2022
- Discovery: Q3, 2022
- Performance Max: Q3, 2022
- Search: Q4, 2022
- Shopping: Q4, 2022
What Does This Mean For Advertisers?
When it comes to advertising, more automation typically means that digital agencies can do better work faster and with ease. Tools that allow advertisers to access a higher volume of potential customers, customers with a better chance of converting at that, means better results for their clients and success for digital agencies overall. Digital agencies with a focus on delivering quality results to their clients are frequently the first in line for tools and practices that will help them reach the right people. Customer Match lists used for Smart Bidding and Optimised Targeting will go a long way in ensuring the best possible performance.
It should be noted that if one doesn’t want to improve their Smart Bidding or Optimised Targeting by using Customer Match, it’s not mandatory. There is the option to opt out within the ad account settings.
Is your digital agency looking for digital marketing resellers to help use Customer Match lists to better your client’s ad campaign’s performance? We would be happy to help! Reach us through email at support@globitalmarketing.com.
