Customer Match and Universal App Campaigns are Google’s latest advances in targeted advertising. The new tools allow you to upload email addresses and customise campaigns to target specific users across Google services such a Gmail, Search and YouTube. Customer Match can also be used by advertisers to generate ‘Similar Audiences’ to reach new customers. Google’s AdWords blog describes the example of driving awareness on YouTube for new non-stop flights by showing TrueView ads to prospective customers who have similar interests and characteristics to existing rewards members.
Users of Google’s services who do not wish to see targeted ads can opt out of personalised ads or control their preferences by muting or blocking ads from individual advertisers via their Google Ad Settings.
The introduction of Universal App Campaigns by Google is designed to offer an easy to set up solutions for promoting apps in the Google Play Store. A quick budget allocation process on AdWords will allow advertisers to use Google Search, Google Play, YouTube, and the Google Display Network to increase the visibility of their app offerings.
Google is promising more advertising goodies for AdWords and TrueView. Stay tuned!