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How Lucrative Can Email Addresses Really Be?

Soon Google will target ads using email addresses. If your business has a database full of customer email addresses, it’s about to become a lot more lucrative if you use adwords. In one of the biggest stories of the digital marketing year, Google will soon let businesses target their YouTube and Google network ads to the exact people on their email list. It’s a new tool called Customer Match, and it will allow Australian business to get better value for their advertising spend through Google Adwords.

How Lucrative Can Email Addresses Really Be?

As an Example

A customer shares their email address when they make an enquiry, subscribe to see special offers or enters a competition with a property. The hotel marketing can then upload that address to Google to identify them when they are using Google search or YouTube, and to target search or video ads to them for similar or complementary offers, provided they signed into Google with the same email address.

Businesses with large email databases will benefit most from the new advertising tool.

There are major advantages for advertisers:

Brand growth:

The more concentrated your ad campaigns are, the greater influence you have within your target market.

Increased conversion rates:

You already know that the people who sign up for your email list are interested in your product or content. The more relevant the connection, the more likely the user is to buy.

Cheaper click costs:

By serving less ads to people outside your target market, you’re not burning as much budget on people who don’t know or care about your brand.

Timing:

With Customer Match, your brand is right there, with the right message, at the moment your customer is most receptive.


In a world where it’s increasingly hard for your marketing message to “cut through”, Customer Match offers personalisation which helps business be more targeted and cost effective in marketing.

If you would like to know more about building your database or using adwords to drive more visitors and traffic to your site - give us a call.

Original article - ROI

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