Recently Google introduced a new feature for its advertising platform called Customer Match, which allows advertisers to “upload a list of email addresses, which can be matched to signed-in users on Google in a secure and privacy-safe way. From there, you can build campaigns and ads specifically designed to reach your audience.” (read more in the Adwords blog)
In other words, by matching your customer database of contacts with Google’s information about those users, whenever they are browsing Google Search, Gmail or Youtube advertisers will now be able to reach their audiences more effectively by targeting even better ads, with more relevant content and better timing. It is similar to Facebook custom audiences, but according to some experts, this tool is more exciting and shows more potential in terms of ad targeting and relevancy.
How to implement this – If you want to try out this new feature, you have the whole process, step-by-step, in Google’s support center.