Google Launches Google Customer Match
Google just announced that they are providing digital marketers the ability to target audiences based on their phone numbers and mailing addresses. This is a big deal because it will allow for a higher audience match rate within an already best in class customer matching advertising platform. A higher match rate will reduce wasted spend and provide more flexibility with paid search budgets. As realtors, you can target and re-market an entire set of customers and prospects just like you would with Direct Mail or a follow-up phone call.
Before this latest announcement, the most granular targeting took place with anonymized e-mail addresses. This type of targeting is called Google Customer Match. E-mail addresses tend to be much less reliable than phone numbers and addresses because people have multiple e-mail addresses and not every e-mail address can be matched within Google’s network.
Get excited because now you will be able to use your e-mail marketing lists, direct mail lists, text messaging lists, form fill data and target them directly online. Reduce the wasted spend and start leveraging all of your data!
Arjun dreams of attribution models and wRC+. He is a digital marketing analytics whiz and you can follow his musings at @iamarjunkumble.