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The Lowdown on Google Customer Match One Year Later By Andy Taylor

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From the SMX East Conference in New York City, September 27-29, 2016. SESSION: The Lowdown on Google Customer Match One Year Later. PRESENTATION: The Lowdown on Google Customer Match One Year Later - Given by Andy Taylor, @ProunouncedAhndy - Merkle | RKG, Senior Research Analyst. #SMX #33B2

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The Lowdown on Google Customer Match One Year Later By Andy Taylor

  1. 1. #SMX #33B2 @PronouncedAhndy The Lowdown on Google Customer Match One Year Later
  2. 2. #SMX #33B2 @PronouncedAhndy About Me
  3. 3. #SMX #33B2 @PronouncedAhndy About Me
  4. 4. #SMX #33B2 @PronouncedAhndy AdWords remarketing lists made up of email addresses loaded through the AdWords UI, API, or third party Customer Match Uploader Customer Match: What is it?
  5. 5. #SMX #33B2 @PronouncedAhndy Requirements: •  Advertiser privacy policy must disclose that customer information is shared with third parties •  CM audiences must be made up of at least 1,000 identifiable emails •  CM audiences must only contain emails obtained 1st hand by the advertiser Customer Match: What is it?
  6. 6. #SMX #33B2 @PronouncedAhndy Customer Match vs RLSA Customer Match for search is similar to Google Remarketing Lists for Search Ads, which target past visitors to an advertiser’s site - RLSA can only target users who have visited a site in the last 180 days – Customer Match has no limit -  RLSA relies on remarketing tags rather than emails to identify searchers -  Customer Match and RLSA audiences often overlap in who they target Customer Match RLSA
  7. 7. #SMX #33B2 @PronouncedAhndy Customer Match Reaches High-Value Searchers
  8. 8. #SMX #33B2 @PronouncedAhndy Customer match spend share across Merkle advertisers actively deploying these audiences But…Customer Match Reaches Only a Small Share of Searchers ~2%
  9. 9. #SMX #33B2 @PronouncedAhndy But…Customer Match Reaches Only a Small Share of Searchers <0.5% - ~10% Range of Customer Match search spend share for individual Merkle advertisers actively deploying these audiences By comparison, it’s not uncommon for RLSA to account for 20%+ of a brand’s search spend
  10. 10. #SMX #33B2 @PronouncedAhndy Match Rates Vary by Email Domain 17% 46% 48% 90% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% .edu Yahoo AOL Gmail Match Rate by Email Domain Sample Retailer Some advertisers’ email lists skew towards domains that are less likely to get matched by Google -  Brands that cater mostly to college students -  B2B advertisers (like Merkle) -  Brands that serve older users
  11. 11. #SMX #33B2 @PronouncedAhndy Differences in User Demographics by Email Domain Source: http://www.statista.com/statistics/547531/e-mail-provider-ranking-consumer-usa-age/
  12. 12. #SMX #33B2 @PronouncedAhndy Age of Email Impacts Match Rate 55% 90% 0% 20% 40% 60% 80% 100% 2013 2014 Gmail Match Rate by Order Year Sample Retailer While Customer Match does allow advertisers to reach customers who haven’t interacted for a longer time period than with RLSA, the likelihood of emails being matched is lower for older emails
  13. 13. #SMX #33B2 @PronouncedAhndy Opportunities for Customer Match Expansion
  14. 14. #SMX #33B2 @PronouncedAhndy Customer Match Now for Google Shopping Too Source: Merkle|RKG Digital Marketing Report, Q2 2016
  15. 15. #SMX #33B2 @PronouncedAhndy Customer Match Now for Google Shopping Too 0% 50% 100% 150% 200% 250% 300% CTR CR CPO Baseline Shopping Campaigns CM IR Top 100 Retailer #1 CM IR Top 100 Retailer #2 On Average, Customer Match Sees Double the CR at One Third of the Cost for Google PLA
  16. 16. #SMX #33B2 @PronouncedAhndy Similar Audiences May Roll out to CM for Search
  17. 17. #SMX #33B2 @PronouncedAhndy New Feature! CMU Data Append New feature known as Data Append stands to help advertisers who have customer phone numbers/ physical addresses but can’t tie them to email addresses by allowing Customer Match Uploader partners to match those users to email addresses and upload them in Customer Match lists
  18. 18. #SMX #33B2 @PronouncedAhndy Customer Match Strategies
  19. 19. #SMX #33B2 @PronouncedAhndy Customer Match for GSP
  20. 20. #SMX #33B2 @PronouncedAhndy Target Email List Unsubscribers Very likely to click through to the website after clicking on a GSP ad Conversion rate is pretty ‘meh,’ but not awful compared to other audiences
  21. 21. #SMX #33B2 @PronouncedAhndy § Customer Match is great for testing –  Easy to create randomized test and control groups –  Emails can be used with backend order information to determine how likely users are to convert with/without the presence of paid ads Brands Should Test the Real Value of Their Ads Email List Test CM Turn Ads Off Control CM Keep Ads Running Estimate the Impact of Paid Ads on Order Volume from the Customers
  22. 22. #SMX #33B2 @PronouncedAhndy Depending on your goals and the competitive landscape of the search results on your brand keywords, it may make sense to test turning ads off for Customer Match audiences Brands Should Test the Real Value of Their Ads
  23. 23. #SMX #33B2 @PronouncedAhndy Match Rates Should be Factored Into Test Setups 41% Share of orders from a test campaign excluding all past online converters with Customer Match lists that were attributed to existing customers
  24. 24. #SMX #33B2 @PronouncedAhndy Expand Keyword Lists § Advertisers may want to try to expand keywords lists to include more general terms targeting only Customer Match lists –  However, the more general the keywords and further away from the core function of your business you get, the more expensive it can become
  25. 25. #SMX #33B2 @PronouncedAhndy Adjust Ad Messaging § Advertisers can target ad copy to Customer Match audiences in order to: –  Upsell – Latest model! –  Cross-sell – Get an extra battery for that phone! –  Call out product attributes relevant to specific audiences •  Be careful not to assume too much Advertisers can’t know if differences in messaging will impact performance until they test
  26. 26. #SMX #33B2 @PronouncedAhndy Ad Messaging Restrictions Ads cannot mention specific types of personal information, such as knowledge of race, political affiliation, or negative financial status
  27. 27. #SMX #33B2 @PronouncedAhndy § Customer Match is currently limited in reach § There are some updates on the horizon that stand to increase that reach § Customer Match audiences can currently be used in initiatives/strategies such as testing incremental value, expanding keyword lists, reconnecting with email list unsubscribers, and ad copy testing § This is only the beginning –  Ad personalization is likely to continue to become more of a possibility, so advertisers should take advantage of Customer Match to begin testing optimization strategies Takeaways
  28. 28. #SMX #33B2 @PronouncedAhndy Play in the Customer Match Sandbox
  29. 29. #SMX #33B2 @PronouncedAhndy LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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