What Google's New AdWords Phone Number and Address Targeting Mean for Marketers
Also, marketers can't just go through the phone book and enter in lists of street addresses for their campaigns. When using the new address Customer Match functionality, marketers make hashed lists of names, countries and zip codes, which Google uses to make special keys for each customer. These keys are compared against similar keys generated by names and addresses found in Google accounts. People are targeted only when their keys match.
Hashed customer data must be uploaded through AdWords or the AdWords API. Both options use Transport Layer Security, which is industry standard for transferring online files safely.
Google doesn't share your customer data with any third parties, including other companies that advertise on Google. Internally, your data files also aren't shared with other Google teams that aren't involved in either campaign creation or compliance. The match process can take up to 48 hours, after which time Google deletes any data that you've uploaded. All customer data is stored as encrypted until it is deleted.
Remarketing is a powerful form of advertising that used to be off-limits for businesses that didn't collect digital data. Collecting emails is the most basic form of digital data collection, but this wasn't a normal business practice until somewhat recently — especially when considering businesses that opened decades ago. Using Google Analytics is a more robust form of data collection that greatly expands the potential of remarketing, but business that don't have email lists aren't likely to be entrenched in analytics, either.
Now, the doors are thrown open for businesses to target their offline customers with online ads. This is a huge opportunity that business owners shouldn't hesitate to seize. AdWords campaigns were already beneficial, offering top-page placements in as little time as it takes for your ads to be approved. (Compare that with spending weeks, months or years earning a top-ranked organic listing that is displayed lower on the search results page.) Remarketing campaigns are cheaper, more engaging and more likely to convert, negating some common concerns of investing in online advertising.
That said, it's never too late to start collecting email addresses — if you aren't already, get started today - but these changes are a boon for businesses with lists of traditional customer information.
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Phil is Founder and COO of Main Street ROI. Phil leads the company’s operations and is primary creator of Main Street ROI’s marketing training programs. He is an expert in search engine marketing, website analytics, and sales funnel optimization. Phil’s marketing thought leadership has been published on Forbes.com, Inc.com, MSN.com, and many other major business media outlets.
Phil earned his Master of Engineering Management degree from Thayer School of Engineering and Tuck School of Business and his Bachelor of Arts and Bachelor of Engineering degrees from Dartmouth College. While attending Dartmouth, Phil started every game on the varsity football team as the defensive safety.