Joining the likes of Twitter and Facebook in allowing for first-party CRM targeting, Google announced today that it will soon enable email retargeting in AdWords.
Google AdWords’ Customer Match, which will be rolling out to all advertisers in the coming weeks, is a very welcomed addition to the targeting capabilities already available on paid search, Google Display Network, and YouTube ads campaigns. Advertisers will have the ability to upload email lists to retarget their CRM database directly on all three channels in AdWords, in addition to creating lookalike audiences based on the demographic & interest makeup of those existing email holders.
Though email-based targeting has been available on Facebook & Twitter for some time, Google has held off on allowing this on GDN, PPC, and YouTube; likely, due to concerns over privacy. I imagine that the company has watched Facebook ad revenues continue to grow (and no real widespread hysteria over email targeting), Google feels its a good time to get into this area as well.
Google has been giving advertisers greater access to its popular properties outside of search & YouTube lately — Gmail and search ads on Google Play are two examples — as the company continues to broaden its marketing channels.
Marketers wishing to take advantage of email retargeting in AdWords will need to import email addresses from their clients’ CRM database once the functionality is made available.