Email-based targeting in Adwords | Weboptim
Google Adwords offers a new way for advertisers to create a unique target audience based on an email list.
For the first time, Adwords allows ad targeting based on data owned by the customer. Email addresses can be used to reach users who are signed in to Google, both in Google searches and on Gmail and YouTube.
For example
We are a travel agency. We can reach people who join our loyalty programme. When they search for " flights to Paris" in Google when planning a trip, we can show them relevant ads above the search results, on all devices.
Where to set it up?
This type of targeting can only be used on a search network. If you want to use this new feature of Adwords, you can do so from within the Shared library / Audiences you can do this in the menu.
If you wish, the email list we can encrypt, in which case the email addresses will be unique and not decryptable.
All you have to do is run the so-called. SHA256 algorithm, which allows one-way encryption, e.g. teszt@gmail.com The encrypted form of the e-mail address will be:
DC16CE64CD303DF2E5C6075267ABA79F901B5A3BE6D2704E8AA5C668D585A1D0
Encryption can be easily done, for example, on the following page: onlinemd5.com
To perform the encryption, Adwords uses a own device also offers: I will try>>
Once you're done with that, you can upload the list to the system, but more requirement must comply with:
- The file uses the .csv format and cannot be larger than 17 MB.
- In the file, email addresses are encrypted (if necessary) and separated by commas or hyphens.
- The duration of membership in the list is not more than 180 days.
- E-mail addresses that do not comply with the Directive on case management have been removed.
You can of course add/remove items later.
Google also requires you to enter unsubscribe when creating the list. In the case of unsubscribing, it is the responsibility of the advertiser to ensure that they have removed the email addresses of the unsubscribers from the list.
You can find detailed information on how to create the list here: https://support.google.com/adwords/answer/6276125?hl=hu
How does it work?
After the email address is uploaded, Adwords' system runs a pairing (matching) process, which also ensures data protection. Google compares the encrypted address with the encrypted data in its own database and, if it finds a match, adds the customer to the list. If no match is found, it is not used. Once all addresses have been checked, the uploaded list 7 days after cancellationwill cost you.
You can use the e-mail list to create similar audiences in order to reach new users on Youtube and Gmail. These are automatically generated by the system.
Can only users with an @gmail.com address be targeted?
No, but it only works well for email addresses associated with Google products (for now). Google will check the links to YouTube, Gmail, Drive and other Google products during the verification process and make a decision based on that.
When you create a Google Account, you can enter a alternative e-mail addresswhich of course can be of any type, including company (Currently, company gmail addresses are popular for smaller businesses.) You can also use these for targeting.
Why is it good?
- Custom ads we can show users
- notify them of new promotions
- we can show them similar products
- reach customers who have been offline - for example, in a restaurant or spa
- we can exclude current customers from the targeting
- We can increase the conversion rates
- We can better understand the buyers online your habits
- Similar to remarketing - but not just targeting people who have already visited the website
In summary, email address targeting provides a good opportunity to target users who have not visited the website or searched for our product. There is one downside: an email address that is not legally obtained can be misused.