Google has extended their consumer-targeting skills in their AdWords business to allow marketers using mailing addresses and phone numbers to reach their right audience.
In the beginning, AdWords services only allowed advertisers to upload the email addresses incognito, as well as setting a wider range of targets around the interests and demographics. From now on, Google’s new tools for targeting will be more effective than email addresses, as phone numbers and mailing addresses often affirm to be more dependable, according to Kevin Lee, Co-founder of Didit, a company of a full-service digital agency, expert in search.
Lee, has some comments about the issue,
This new feature allows for a higher audience match rate, particularly for marketers who either do not have email addresses for their entire customer file, or the email address that the marketer has is different than the addresses that Google has for the individual. Postal mail eliminates that ambiguity and gets higher overall match rates, particularly when used in combination.
A higher match rate by including postal means more flexibility in scaling the campaign. This is a great way to get marketers to confidently expand their budgets on Google by creating larger customer match audiences.
The situation itself seems a time-drain overdue from Google, considering targeting users using their address or their phone number is commonplace in the marketing world. However, in Google’s case, the delay was likely due to high levels of scrutiny by regulators.
However, there could be some disadvantages. Terms and conditions of Google imply that marketers can only use their own data to form an audience to target, and not use third-party data. However, allowing mailing addresses and phone numbers could work and increase the attraction for direct-response marketers. For example, they can use it to get the information they need to take advantage, according to Kevin Lee.
Moreover, it’s also quite standard in capability due to Praneet Sharma, who works as Chief Technology Officer at Method Media, which is an audit and media consulting company. Moreover, he adds,
Marketers use addresses that are captured through sweepstakes or on websites that ask the user to input phone numbers, email addresses. Many of them might share that information with a data management platform. For Google, and the amount of data they have, you could say they are exposing more user information, but again, what they’re doing is common in the industry.
You can read the detailed Q&A’s by Google’s AdWords Help platform, here.