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The growing importance of remarketing audiences in Google paid search management

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Google has been a boon for advertisers from its inception. In 2012 Google launched its remarketing lists for search ads, RLSA. All of a sudden advertisers could focus their ad campaign based on past customer interactions.

Customer Match, which was unveiled a few years later let advertisers load email lists into their AdWords. These changes have afforded advertisers a surge in traffic. And tweaks from Google keep making the initial offerings better.

For example, a 2016 change that allowed advertisers to keep a user in a remarketing audience for more than a year meant that marketers could develop extended year-long buying cycles.

Since Google relies heavily on its own Gmail for email matches and the number of users has risen, it stands to reason that Customer Match users have reaped the benefit. Both Customer Match and Remarketing now account for a large amount of click-through traffic.

Key Takeaways:

  • In 2016 advertisers were afforded the option to create campaigns on Google that made use of past customer interactions.
  • Not long after, Google advertisers were introduced to Customer Match, which gave them the ability to load AdWords with email lists.
  • Since Google’s Customer Match works best with GMail and GMail has gotten more users it stands to reason that users of Customer Match are reaping the benefit.

“Given the significant click share they can now account for, optimizing accounts using these audiences is now a major part of paid search management, though that is often easier said than done.”

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