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Google Customer Match

Google Customer Match: What is it? How does it work? 4 Strategies for Success

What is GCM?

Google’s Customer Match (GCM) allows advertisers to get closer to customers in the moments that matter. With Customer Match, you can build specific groups of customers which then form the basis of a Remarketing Audience List. GCM can be used in a more controlled way than traditional Remarketing Lists for Search Ads (RLSA), as RLSA is limited to an understanding of actions on a website, whilst GCM audiences are based on actual customers, of which more information is known.

In this article, we’re going to explain how to set up GCM lists, and we’ll detail our top approaches for creating extra value by using GCM, we’ll cover the ways you can use groups of existing customers and how to tailor bids and messaging to fit the audience profile. These strategies vary in focus, and maximise the potential for engagement. You will learn how to apply these initiatives to your own campaigns, and will hopefully provide you with inspiration to discover new strategies to use yourself!

How Does GCM Work?

Note – This article builds on the basics of RLSA strategies. If you’d like to learn more about RLSA and remarketing in general, please read our blog articles HERE and HERE, our experts explain how remarketing works in more detail and cover best practices from basic to advanced levels.

GCM is a powerful tool to create segments or groups of users which you think may behave differently from others. Based on the expected behaviour, you can adapt your marketing strategy through paid search to fit their level of intent (or lack of intent, as the case may be). It is the ability to define groups of users based on purchase behaviour or CRM data that gives GCM the advantage over vanilla RLSA.

Once a group of users is created, for example let’s say a list is built for ‘anyone who converted in the last 2 years’, the emails are hashed for anonymity and then uploaded into Google AdWords. Google will process the email addresses and match any that it recognises from its own database of Google Account owners. Clearly, customers with Gmail addresses are likely to get matched easily, but even if the address is not Gmail, it is possible to be linked to a Google Account, and therefore matched correctly. When searching on Google whilst logged in, Google recognises that the user is in the audience and can act accordingly, based on advertiser instructions. In this example, perhaps you want to increase bids to ensure that ads appear in top positions for your existing customers. From here on, the audience works the same as any other RLSA list.

A quick note on match rates for GCM, as this is the amount of emails which are recognised. Importantly, the match rate varies by market. In countries where Gmail adoption is higher, we also see better match rates and therefore more accurate list building. If you are finding that the match rate of your GCM lists is small, then you can split out the emails into non-Gmail addresses and Gmail addresses and use only Gmail for accurate matching.

In order to find the match rate, you need to know your total email volume before uploading, then check the list size after a few hours to see the amount which have been matched. You can work out the percentage from these two numbers.

Now that you know what GCM is and how to implement it, let’s discuss strategy next.

Top Strategies for using GCM

The sky’s the limit when splicing and dicing your email database into groups, but here we’ll focus on a few of our favourites, categorised by strategy:

Profitability

  • Define tiers of customers with low return or cancellation rates and target specifically through a separate campaign.
  • Reduce bids for existing customers who have a low average basket value, these customers don’t drive profit as well as others. By investing less through PPC for those segments, you’ll increase overall profitability.
  • Depending on your profitability calculations, create 3 tiers across the range, gold, silver and bronze. Push bids appropriately, aiming for more exposure across generic keywords for the gold tier.

Reach

  • Use Similar Audiences across both text ad campaigns and shopping campaigns to target additional prospective customers. These similar audiences have a high chance of being new customers, increasing reach and acquisition.
  • When performing tests or experiments in your accounts, use GCM for split testing different audiences or use GCM as a tool to help manage exposure within the test. Taking the results and applying the benefits to other areas of the account can help increase performance and reach.

Reactivation

  • When subscriptions come around for renewal, or the average purchase frequency time has passed, target these users with higher bid adjustments. If potential customers are back on the market, it’s important to appear in the SERP when they are researching.
  • Create an audience of customers who have gone cold and promote a special offer to these as an incentive for re-engagement.

Upselling

  • Use complimentary product information to upsell to customers who have already bought. For example, use ad text or sitelinks to promote travel insurance after they bought a holiday package, or a handbag that typically goes well with that pair of shoes.
  • By creating gender based lists, landing pages and ads can be more tailored for non-gender specific queries. Women who search for ‘clothing’ could be better directed to the women’s section, rather than the department page.

If you have any other great strategies which worked in your own campaigns, be sure to let us know in the comments!


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How to Get Customers Through The Shop Door With Google Shopping

 

Lower prices translate to more in-store foot traffic, but how can you make that behavior work for you on Google Shopping? By drawing on the in-depth research that we presented at SMX Seattle we can unlock the connection between price points and Shopping success.

Over the past few weeks we have been talking about the findings of our Advanced Google Shopping study, which uncovered some fantastic insights into consumer buying behaviour and how product pricing strategy plays an important part in campaign performance.  Here’s a brief recap.

66% of consumers don’t buy the product that they initially clicked on

We analyzed a dataset of more than 15,000 Google Shopping conversions across the German, UK and US markets, covering several international retailers from the fashion, sports, outdoor and luxury sectors. We looked at search queries, clicked product ads and products purchased. We found that, of Google Shopping conversions:

  • Only 34% were for the product that was initially clicked
  • 30% bought a product by the same designer, but from a different product category
  • 36% bought a product from a completely different designer

Read  the full article by Andi Reiffen (Crealytics CEO), “Can you manage your inventory with Google Shopping?”.

Understanding the link between what was clicked and what was bought is crucial in driving bidding strategies moving forward. But how much control do advertisers really have over this?

 

Higher priced products see a 70% drop in impressions

We also investigated the impact that changes in product price has on Google Shopping performance. We tested a set of products at a “low price” and then at a price increase of 43%, with bidding staying the same. The results:

  • Impression volume on the higher priced products decreased by 70%
  • Click volume on the higher priced products  decreased by 79%

Generally, it would be fair to expect that lower-priced products generate higher CTRs, but the difference in impression and click volume  suggests that Google is actually favouring those campaigns with products at low price points.

 

Read the full article, “Is price a proxy for Quality Score in product ads?” on Search Engine Land HERE.

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What does this mean for advertisers?

 

This is what we know.

  • Consumers, more often than not, browse your site and buy a different product from the one that drove them to your sites.
  • Low-priced products receive a much higher impression share than those above market averages.

 

While there’s a historical fear that lower prices only deliver bargain shoppers and small shopping carts, our data shows that lower priced goods can be an excellent catalyst for additional business. The fact is, often the queried and clicked product is the cause of engagement, but exposure to additional choices and a well-executed customer experience can translate to outstanding value.  

 

Given two thirds of users get distracted into purchasing other products on retailer’s websites, advertisers can selectively use lower-priced products as entry points to gain traffic, in order to upsell /cross-sell other high-margin products.

 

In a continuously competitive auction, these gateway products or loss leaders can be the key to driving increased traffic via Google Shopping.

So what next?

Pricing strategy is a fertile ground to test the relationship between Google Shopping and impression volume. Retailers looking to increase market share and revenue via Google Shopping should identify which of their products could act as catalysts for increased buying behavior, bigger shopping carts and higher profitability.

 

Work with your product team to identify which of your items you could test as catalyst products.  

 

If you are a Crealytics client, then please feel free to contact your Account Manager to talk about this.

 

We’d love to hear your thoughts on this, so please comment below or tweet us. Alternatively, contact info@crealytics.com to talk about how we can help you with your Shopping campaigns.

 

 

 

 


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5 Predictions on how GTINs Will Drive the Retail PPC Evolution

On May 16th Google started to require online retailers to embed Global Trade Item Numbers (GTINs) into their Merchant Feed. Most teams are still getting used to the operational changes this has brought.  Let’s take a look beyond that. I’ll dare to make five predictions on how GTINs will drive PPC evolution:

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Search Engine Land – Can you manage your inventory with Google Shopping?

Following up from my recent talk at SMX Munich, we have just published a new piece on Search Engine Land which discusses the possibility of managing product inventory through Google Shopping. In it we explore:

  • Why Shopping is a key platform for inventory management
  • If consumers buy what they search for
  • What values to assign to the sale of an overstocked product
  • Calculating accurate bids

Read the article here. Please feel free to comment and talk to us via Twitter @crealytics.


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Camato has been shortlisted for a 2016 European Performance Marketing Award!

We are delighted to announce that Camato for Product Ads has been shortlisted for a European Performance Marketing Award, under the Best Performance Marketing Technology category.

The European Performance Marketing Awards has revealed its shortlist of nominees ahead of a debut ceremony in Amsterdam’s Grand Hotel Krasnapolsky on July 4, co-hosted with Performance Marketing Insights: Europe.

Crealytics has been shortlisted alongside the likes of zanox, JVWeb, NetBooster, Forward3D, DigitasLBi, and many more.

The first ever European performance marketing champions will be crowned on the evening of July 4, bringing an end to day one of Performance Marketing Insights: Europe in the heart of the Dutch capital.

Until then, follow us on Twitter for updates.

Wish us luck!


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SEA camp 2016

Last week, two of us Junior Account Managers at Crealytics attended SEAcamp in Jena, Germany. A two-day event dedicated to PPC and SEA with a focus on Google Adwords and Google Shopping. With two days of expert speaker sessions and discussions, it was a fantastic learning opportunity for our PPC team.

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Nominations and commendations, Camato for Product Ads is making waves

On the 26th of April, members of our team, joined by some of our clients, attended the UK Performance Marketing Awards ceremony at the Grosvenor House, London. We had been shortlisted in the category of ‘Best Performance Marketing Technology’, and were highly commended in our category. This was an exceptionally strong category with some big names and we are very proud to be named amongst them. Big thanks to our clients for joining us on an enjoyable evening, and congratulations to all the winners.

 

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In addition, we have also been nominated in two categories (Best Use of Technology in a Search Campaign and Best Search Software) in the Drum Search Awards. We are very proud to be recognised in these categories and we look forward to another fun evening and keep our fingers crossed for a good result.

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crealytics acquires deltamethod and prepares for entry into the US market

We are very excited to announce the recent acquisition of deltamethod, our nearest competitor in the DE performance marketing space. The deltamethod team brings their unique SaaS technology which will be integrated into our existing product suite, camato. We are also delighted to welcome the expertise of new members, adding to the ever-growing crealytics team! In fact, we have joined forces in time for the crealytics expansion into the US market.

“A successful US market entry requires an excellent technology offer. deltamethod is an important element in the expansion of our product offering. “

crealytics’ founder Andreas Reiffen

 

To coincide with this news, Crealytics has been recently nominated as one of Germany’s most innovative tech startups to enter the U.S. market. German Accelerator helps turn German startups into global market leaders. After a hotly contested multi-stage application process, crealytics has been awarded the accolade funded by the German Chamber of Commerce and has their backing and support in our entry into the market. Read the full press release here.

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dmexco 2015 Recap – Another Successful Year in Connecting the Global Digital Economy

With over 43K visitors, this year’s dmexco broke another record and successfully mastered the bridge leading to the “Digiconomy”. We also attended dmexco, eager to listen to and discuss the hottest news, strategies and trends.

Here are some of what turned out to be for us, the highlights of this year’s event:

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