Unlock the Value of Audience Lists for Search

The introduction of Google Customer Match in September 2015 unveiled a wealth of audience targeting options for search marketing via first-party lists and email addresses.

Since the launch of Customer Match, many brands have excitedly begun testing its capabilities, with a varying return as a result of typically limited traffic volume. Mark Ballard, senior director of research at Merkle, commented at that time, “Customer Match may not be a game changer for many brands, but it should provide another leg up on the competition for sites that use it in smart ways.”

In the following year and a half since the Customer Match announcement, there have been many theories regarding its targeting potential and the value that audiences brings to search compared to other marketing channels.

Given these unanswered questions, we put together the below infographic to help level set the expectations of the value of audiences, and to help advertisers most effectively unlock the potential of audiences for search. Click or tap on the image to download a PDF version of the infographic.

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