Google eyes CRM and app install budgets with new advertising products

Google is using Ad Week New York to promote two new advertising products Customer Match and Universal Apps, which it claims will help both large and small advertisers target consumers when they are most likely to engage with their messaging.

Customer Match is a new product that lets advertisers reach people already participating in their loyalty programmes by uploading their email databases to Google’s AdWords systems, which can then be used to targeting them across a host of the web properties.

Google’s Customer Match also offers advertisers additional ‘lookalike modelling’ services – or Similar Audiences as Google calls it – by matching brands’ existing customer databases with audiences that are likely to display similar behaviours.

The announcement of the new products was made in a blog post attributed to Sridhar Ramaswamy, Google SVP, ads and commerce, it reads: “Let's say you’re a travel brand. You can now reach people who have joined your rewards program as they plan their next trip.

“For example, when these rewards members search for ‘non-stop flights to new york’ on Google.com, you can show relevant ads at the top of their search results on any device right when they’re looking to fly to New York.

“And when those members are watching their favourite videos on YouTube or catching up on Gmail, you can show ads that inspire them to plan their next trip.”

Additionally, Google is using Ad Week New York to promote its Universal App Campaigns service, which lets brands looking to increase the number of downloads of their mobile apps across its web properties including: Google Search, Google Play, YouTube, and the Google Display Network (GDN), as a managed service.

Ramaswamy encourages potential users of the service claiming the new service will maximise app installs as Google’s systems use “dynamic learning” by testing different versions of an advertisers’ ad text, and app images in each of the eligible Google networks.

He added: “All you need to do is give us your desired cost-per-install and we do the rest.

“We’ve automated campaign set-up by pulling in your app images, videos, and app description directly from your Google Play store listing to generate ad formats that look amazing wherever they’re placed… we determine the highest-performing variations so only your best ads show.”

Ramawwamy will discuss the developments at an Ad Week New York panel entitled: 'Winning the mobile moments of truth'.

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