Google Names Adchieve Official Customer Match Partner
Customer Match partners can create customer match audiences directly in an advertiser’s Google Ads account through their partner API without needing specific Google Ads credentials.
Manually uploading data via the Google Ads interface is a time-consuming process, where data also does not remain up to date. If you’re working with a partner like Adchieve, you don’t need to integrate an API or upload manually. In addition, data – always with the customer’s consent – is automatically sent securely and encrypted by us, which means that it automatically complies with European legislation. Which is of great importance, of course, especially nowadays.
Send better signals to Google
We have been recommending the use of customer match for some time now. In short, with customer match, you send better data signals to Google, which ultimately improves your turnover and return. Customer match lists have, on average, a 79% higher click-through rate and a 67% higher conversion rate than non-target groups (Source: Google internal data).
By combining online and offline data, Customer Match can better target and reach customers and similar audiences via Search, the Shopping tab, Gmail, YouTube, and the Display Network.
In addition, you can use customer match to let Google automatically create similar audience lists. This allows you to reach people who are similar to your existing customers. You can also pass certain values to customer groups with the conversion value rule. For example, you can assign more value to B2B customer groups because they generate more revenue. Every advertiser will soon be able to set this up for themselves.
Help with setting up processes
You can also work with us to use various pieces of online and offline customer information such as postal addresses, telephone numbers, or alternative email addresses to expand your list. The idea is that we help set up these processes. For example, we can create an automatic classification of lists based on an RFM model (Recency, Frequency, and Monetary value).
You can determine when a person will fall into a specific target group without knowing who that person is. We then place these people in a separate Google Ads list. Everything contributes to getting the right message to the right person at the right time via the right channel.
Link to the cookieless era
Mark van Werven, CEO at Adchieve, explains: “Customer match has been around since 2015. The conditions for making use of this have recently been relaxed. This fits in with the future of the cookieless era, where first-party data from you as an advertiser (e.g., email addresses) is becoming increasingly important. Google knows who clicks on an ad or has been shown a banner or YouTube video because large groups of people are logged in to Google.
We recommend using the Google Enhanced Conversions feature in the cookieless era. You then use customer data, just like with customer match, but you also add your own conversion data to this. Google itself does not always know what someone has bought because this was previously measured with cookies. Therefore, as an advertiser, you send that list, for example with buyers, to Google.”
Fitting in the algorithm philosophy
Mark van Werven: “This partnership is a fairly rare phenomenon. There are only about 13 official partners around the world. We are now the only one in the Netherlands. Real Dutch pride! Google chose us because of our unique identity, where we combine our passion for online marketing with powerful development and knowledge of data science.
This partnership fits nicely with our philosophy of regaining more control in the era of automation. Customer match allows advertisers to better feed Google’s algorithm. By applying data science to the fullest, you can eventually even start surfing the algorithm again. Our software focuses entirely on this philosophy.”
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