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Google AdWords to Introduce Ad Targeting by E-mail Address

Google AdWords to Introduce Ad Targeting by E-mail Address

Over the new few weeks Google has said it will be rolling out a powerful new addition to AdWords that will allow advertisers to targets ads by email address.

Customer Match, the name for the new AdWords feature, is capable of targeting ads to people signed-in to Google across Gmail, Search, and YouTube.

Uploading a list of email addresses will match them up with the corresponding Google users. In addition, you will also be able to target ads to similar audiences — people whose profiles share similarities with those in the email list.

With these sets of audiences in places you can create entire campaigns around reaching them. Here’s an example provided about how Customer Match and Similar Audiences can be used to deliver more relevant ads:

“Let’s say you’re a travel brand. You can now reach people who have joined your rewards program as they plan their next trip. For example, when these rewards members search for “non-stop flights to new york” on, you can show relevant ads at the top of their search results on any device right when they’re looking to fly to New York.”

Google provided no details about the privacy measures in place for Customer Match, other than to say its done in a “secure and privacy-safe way”.

All advertisers will have access to Customer Match and Similar Audiences over the next few weeks.

Editorial Credit: f9photos /

CategoryPaid Search

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Matt Southern

Lead News Writer at Search Engine Journal

Matt Southern has been the lead news writer at Search Engine Journal since 2013. With a degree in communications, Matt ... [Read full bio]

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