Identity-Based Pay-Per-Click Marketing

Posted on June 23, 2016

Google AdWords has delighted digital marketers with their customer match targeting, which allows you to target advertisements toward specific people based on their phone number and email address. It also allows you to reach out to new users similar to your customer lists with its similar audience targeting. This process leads to stronger, better-suited leads.  Think of social media sites such as Facebook and how you’re able to build a custom audience. Being able to build a target audience is similar to building a social media following but even better because you can reach current customers and gain new ones through YouTube, Gmail and Google Search.

How Does it Work?

If you are looking to advertise to a specific audience with ads on Google, here is how it works:

1. You upload a file with a list of email addresses that your customers have given to you.

2. Create a campaign or advertisement that is designed to target your audience, which will be customers from the uploaded file who are also Google users.

3. When those specific users are signed into their Google account, they will be able to see the advertisements marketing directly to them while using sites such as Google search, YouTube and Gmail.

The Significance of Identity-Based Marketing

nonstopSay you’re a travel brand that reaches out to people to join your rewards program as they plan their next trip. When rewards members search Google for “non-stop flights to Phoenix,” relevant ads are the first search results to show. When those members check their Gmail and watch videos on YouTube, you can show ads that will inspire that member to plan another trip.

You can also generate similar audiences to reach new customers on YouTube and Gmail through Customer Match. For instance, you can bring attention to non-stop flights through YouTube by showing TrueView ads to possible customers who share common interests with your rewards members as they watch videos. Because of Customer Match, you’re brand will be delivered to potential customers right when they are most accessible.

It’s important to actively search for different touch points to collect data to help build a larger audience.  The significance of identity-based pay per click marketing is to not only maintain and keep your current audience invested but to create a larger audience.

Marketing isn’t always easy, but it can be done much more effectively with the proper knowledge under your belt.  Are you interested in identity-based pay-per click marketing? If so, contact Starkmedia today and get the most out of your marketing dollars.