People-based marketing everywhere—that’s the CMO’s dream, and it’s becoming a reality.
Marketers have been targeting real people in their display and social campaigns for years, but until Google Customer Match came along, people-based search wasn’t an option. Yet search is key, because it’s a smart way to spot and act on buying intent.
Here’s what we know about people-based search:
It’s way more efficient. The people you’re targeting already know you and are more likely to buy again, you get a much better RoAS.
It’s a segmentation goldmine. You can combine what you know about people with what you know about their intent.
It makes search a valuable channel for customer retention. So many companies earn the majority of revenue from existing customers.
In short, people-based search is a whole new way to think about targeted advertising in search – one that aligns it with CRM, segmentation, and display. If you can expand the number of people you target with people-based search, it’s actually incredibly versatile.
So Google Customer Match is great for search marketers, but the challenge until now has been scale.
And that’s where the new data append feature for IdentityLink comes in.
Targeted Advertising at Scale with IdentityLink
When you upload your customer file to Google Customer Match, a lot of factors can influence what kind of match rate you’re going to see. Things like the number of email addresses you have in your file, instead of phone numbers or names & postal addresses.
Ultimately, you’re limited to the number of addresses Google has on file. With IdentityLink’s data append feature, you can build on that number by leveraging LiveRamp’s extensive match network to increase match rates by 50% or more.
A 20% match rate with Customer Match becomes 30% with IdentityLink, a 50% match rate becomes 75%, and so on! When you can target 50% more customers, you gain an additional 50% lift in the total value your Google Customer Match segments can provide as well.
How is this possible? By using LiveRamp’s identity resolution technology, you can leverage the phone numbers, names & postal addresses, and email addresses you already have in your CRM to grow the pool you’re able to target through search.
Don’t be fooled: the benefits don’t stop at 100%. People often have more than one email address, and IdentityLink’s data append feature has the potential to match your data with all of them in an anonymous, privacy compliant way. Instead of just a 1:1 match, you could see a 1:2 or even 1:3 match rate, giving you a bigger pool of identifiers to target through Adwords, Gmail, and YouTube.
Now a whole variety of use cases are scalable in your search campaigns.
Think smarter targeted advertising , customer reactivation, ad suppression, and all sorts of segmentation tactics. More on what’s possible in this Introduction to People-Based Search.
Ready to grow the scale of your top performing search tactic, in your top performing channel, by 50%? Talk to a LiveRamp representative today and see what lift and results we can deliver for you!
If you still need to learn more about how to effectively apply a people-based approach to your search marketing campaigns, register for this Search Engine Land webinar, sponsored by LiveRamp, on June 15th.