Google Adwords: Customer Match

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.

Inside Google AdWords

Why Google AdWords?

As an internet user, when you think about Google, you probably think about its search engine and how often it gives you the answers you need. But as a marketer, one needs to go deeper than that and understand its advertising platform and its potential to help a business get quality traffic to a website.

Advertising in Google is undoubtedly a successful  way for any business to reach a wide audience in the online world. But don’t take my word for it, just check some of the stats of Google’s weight in the search market (you can check this and more stats @ expandedramblings.com):

  • 11.944 billion google searches are done every month
  • There are, per month, about 1.17 billion unique Google searchers
  • Google has around 75% of the US search market and around 92% of the European market (check business insider’s article Here’s How Dominant Google Is In Europe)

Obviously, this does not come easy if you are not familiar with the nature of this type of advertising, but there is a lot of good information available out there and Google itself provides clear and structured content in their AdWords Help Center.

Nonetheless, let me introduce here some key elements that can help you better grasp the concept and its business potential:

Continue reading “Inside Google AdWords”

SEM / SEO / Paid search advertising – How does it all come together?

You are probably wondering: “What exactly is Search Engine Marketing?”

Well, let us start with how it is defined out there:

According to Wikipedia, SEM “is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate search engine optimization (SEO), which adjusts or rewrites website content to achieve a higher ranking in search engine results pages to enhance pay-per-click (PPC) listings.”

Continue reading “SEM / SEO / Paid search advertising – How does it all come together?”