Re-engage your loyal customers with Customer Match for Shopping

Last year, we launched Shopping remarketing lists to help you reconnect with past visitors to your site. Now, through your existing customer data of offline and online signals, we’re making it easier for you to re-engage your loyal shoppers as they shop on Google. Today we’re announcing Customer Match for Shopping, a new opportunity to focus campaigns on your highest-value audiences - your previous purchasers, rewards members, newsletter subscribers, or local in-store shoppers.

Already available on Search, Gmail, and YouTube, we’re announcing the launch of Customer Match for Shopping ads. Customer Match for Shopping allows you to upload a list of email addresses, which can be matched to signed-in users on Google in a secure and privacy-safe way.

How it works

Customer Match can be used to increase the visibility of your brand and products to your highest value customers as they search. Say you’re a retailer that specializes in sporting goods and you have a rewards program for die-hard baseball fans. Since it’s baseball season you have a segment of customers who are likely thinking to make purchase soon. By using Customer Match, you can increase your bids for this segment. So the next time a fan searches for gear, you can meet him or her with the right product at the right time.

Customer Match for Shopping allows you to adjust bids across various segments of your known high-value customers. To start, upload a list of email addresses into AdWords, which can be securely and privately matched to signed-in users on Google. This offers the ability to create a remarketing list to reach these customers across your campaigns.

Charlotte Russe adjusts their audience strategy with Customer Match

Charlotte Russe, a fashion retailer for young women, used Customer Match for Shopping to expand the company’s strategy to meet high-value shoppers when they search. The team at Charlotte Russe focused on adjusting bids to meet their most loyal customers searching in their top categories. So when customers searched for apparel, Charlotte Russe made sure they were a part of the consideration set.

“We were really excited to try out Customer Match for Shopping. We created different lists to segment our customers resulting in significantly higher CTR (up to 60% higher) and conversion rates (up to 30% higher) for customers coming from Customer Match lists.”  

- Stefanie Tong, Marketing Manager, Charlotte Russe

Customer Match for Shopping will be rolling out later this summer. You can sign up here if you’re interested in participating in the current beta.

Posted by Archana Kannan, Product Manager for Google Shopping