What Google’s Customer Match Means for Klaviyo

google customer match

[via Google]

Earlier this week, Google announced Customer Match, a significant enhancement to Google AdWords that lets businesses import lists of email addresses and show specific ads to these lists, thus allowing for more personalized advertising. This functionality is conceptually the same as Facebook’s Custom Audiences, but takes this targeted, email-based advertising to a much broader portion of the web. Personalized ads – and Customer Match specifically – are a major opportunity for ecommerce stores to drive revenue and build customer rapport.

Klaviyo’s built-in, data-driven segmentation and web-tracking features make it a prime resource in selecting the audience for these targeted ads. 

How Google’s Customer Match and Facebook’s Custom Audiences Work

Once you have a list of emails, targeting your customers with Customer Match and Custom Audiences is a fairly straightforward process. You just import your list of emails into Google or Facebook, then choose the ads you want to target against those emails.

Facebook’s ads run solely in Facebook, but Google’s Customer Match feature will run in Google’s search browser, Gmail, and YouTube, giving users a sprawling marketing platform. The only necessary provision is that each contact on your email list is linked to a Google Account and logged in.

In addition to Custom Audiences, Facebook has a feature called Lookalike Audiences, which allows you to reach potential customers by showing your Facebook ads to people who are similar to your existing audience – i.e. people who have similar “likes,” live near, or share other attributes with your existing customers.

Google will be rolling out something similar, aptly called Similar Audiences, in the next few weeks. Like Facebook’s Lookalike Audiences, Similar Audiences will allow you to reach potential customers who have characteristics in common with your existing customers. These similar audience lists are determined by users’ browsing activity on Display Network sites, which are websites that run Google Ads.

Both Lookalike Audiences and Similar Audiences are incredibly useful tools because they allow you to reach potential new customers and expand your network.

What Google’s Customer Match and Facebook’s Custom Audiences Mean for Ecommerce Stores

Email contact lists are the bread and butter of any ecommerce store. They’re collected via newsletter signups, purchase checkouts, and various other opt-in methods, and are a primary marketing channel. To protect privacy, Google stipulates that contacts have voluntarily given their email addresses to a brand. With Klaviyo, once you collect these lists you can then segment them based on certain triggers to deliver personalized emails.

With features like Customer Match and Custom Audiences, you can now take this same approach in your ad campaigns. After using behavior-based triggers to segment your email lists, you can then export these lists from Klaviyo and import them into Google and Facebook, giving yourself the opportunity to tailor your ads to your individual contacts much in the same way you tailor your emails. Instead of advertising in broad sweeps, you can now hyper-target ads, creating many different ads for many different segments and delivering customized, relevant content.

  • If you have a segment for people subscribed to your newsletter but have never purchased anything, you can show only these people ads with a coupon code offering 10% off of their next purchase.
  • Say you have a segment that is triggered by people purchasing shoes. Since you know this segment is interested in shoes, you can advertise your new boot collection to them, and likewise with other categories.
  • If you have a segment for people who haven’t visited your site in 30 days, you can show them an ad offering a special discount or deal to entice them to return.
  • Lastly, you can use all these metrics and more to find similar customers.

Customer Match will increase the sheer volume of ads produced by ecommerce businesses, since you can now advertise to micro-segments of your entire contact list, if you so wish. This means many specific ads for many different use-cases.

Klaviyo and Targeted Email Advertising

Klaviyo’s integrations and built-in web-tracking make it incredibly easy to create segments of highly-targeted contacts that update continuously. These segments can then be easily exported to drive your ads.

Say you’re an online department store and you have two segments that you wish to advertise to: one triggered by people who buy men’s clothing, and one triggered by people who buy women’s clothing. You can then create two different ads accordingly, upload your lists to Customer Match, pair your lists with their corresponding ads, and watch your ROI. As long as they’re signed into a Google account, your contacts will see your ads whenever they run a Google search, whenever they check their email, or whenever they’re on YouTube.

Furthermore, you can use this to align your advertising strategy with your email marketing strategy by showing segments similar content by email and by online ad. This will both help to strengthen brand consistency and reach your customers via different media.

What’s Coming for Klaviyo and Email-Based Targeting

google customer match (1)

Over the next few weeks, we’ll be launching new features to make it even easier to use Klaviyo in tandem with these targeted ads. Specifically, you will no longer need to manually update lists and segments.

Now that Internet behemoths Facebook and Google have opened this door to advertisers, it is very likely that many other big-name web services – like Yahoo and Bing – will soon follow suit.


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