With the explosion of mobile and app technology, marketers are eager to adopt to new methods of measuring, analyzing, and managing e-marketing campaigns across numerous media platforms, networks, and operating systems. At the forefront of internet advertising, of course, is Google. Towards the end of September this year, Google announced two new product launches that use automation and integration on mobile to enhance and complement its AdWords experience: Customer Match and Universal App Campaign. (in an earlier post, I discussed automation in an email marketing context, which you can read about here).
The main benefit of Customer Match is its ability to identify and reach a company’s highest-value target audiences, and seize the optimal moment to display an advertisement – that is, when that audience is most receptive to a company’s ads. It can also categorize similar audiences across platforms such as Youtube, Gmail, and Google Search to reach new audiences who, based on their browsing behaviour, are more likely to be interested in a company’s products or services. Combined with Universal App Campaigns, which integrates apps and app users across YouTube, Gmail, Google Search, Google Play, and Google Display Network (GDN), managing AdWords campaigns becomes a rich, flexible, convenient, and all-in-one marketing tool.
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