By far, one of the biggest announcements Google made in 2015 was the ability to target lists of users via their email addresses with Customer Match. For the past 9 months, our customers have been ecstatic to apply this targeting to the Gmail, YouTube, and RLSA campaigns, often seeing conversion rates from customer match over 3 times as high as their new search visitors!*
While Customer Match targeting is amazingly powerful, many retailers felt left out of the fun since, previously, Customer Match didn’t extend to shopping campaigns. To their delight, Google has announced that Customer Match for Shopping is now available in all accounts for all advertisers. Savvy advertisers will certainly hop on this opportunity quickly, and we’ve seen in the past that applying remarketing lists for shopping campaigns can boost CTR and CVR by over 400%!**
Whether you’re new to managing shopping campaigns or you’ve been doing it forever, targeting on Google is evolving quickly and is sure to help advertisers take their campaigns to new levels in the coming months!
*Data here reflects 28 Wordstream clients using Customer Match Lists & proper conversion tracking on the Google Search Network in January 2016.
**Data here reflects 26 accounts (Wordstream clients) using RLSA audiences for their shopping campaigns on the Google Search Network in September 2015.
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