{"id":54477,"date":"2023-10-06T15:10:48","date_gmt":"2023-10-06T13:10:48","guid":{"rendered":"https:\/\/www.makingscience.com\/?p=54477"},"modified":"2023-10-06T15:10:48","modified_gmt":"2023-10-06T13:10:48","slug":"google-customer-match-for-black-friday-2023","status":"publish","type":"post","link":"https:\/\/www.makingscience.com\/us\/blog\/google-customer-match-for-black-friday-2023\/","title":{"rendered":"Google Customer Match for Black Friday 2023"},"content":{"rendered":"

With Black Friday and Cyber Monday quickly approaching, retail brands are looking for the best strategies to connect with the most relevant audiences that will drive revenue during this holiday season.\u00a0<\/span><\/p>\n

CPMs continue to explode around the holidays<\/strong>, with spending returning to the more typical and predictable pre-pandemic levels of growth. Last year, Black Friday US retail sales (excluding auto) increased 12% YoY. Retail e-commerce sales grew by 14% YoY and interestingly, in-store traffic increased by 2.9%<\/strong>\u2013more than it has in years\u2013resulting in 12% YoY in-store sales growth. A surprising 67% of consumers planned to participate in Black Friday via brick-and-mortar shops last year (<\/span>Insider Intelligence, 2022<\/span><\/a>). This momentum will likely continue through this year\u2019s holiday season, meaning it\u2019s as important as ever for retailers to establish (or iterate on) effective audience strategies that connect them with their target consumers both online and, when applicable, in-store.<\/span><\/p>\n

One effective and accessible way to leverage both online and offline customer data is via Google\u2019s Customer Match<\/strong><\/a>. Customer Match (available within Google Ads) helps you to deepen existing customer relationships<\/strong>\u2014or build new ones\u2014across all of Google’s properties in a privacy-safe way by joining online marketing data with offline user-consented data (i.e. CRM). It will enhance your marketing strategies by allowing you to directly target individuals who have already interacted with your business<\/strong>, making your campaigns more relevant and likely to drive conversions.\u00a0<\/span><\/p>\n

Recommended uses of Customer Match this Black Friday<\/span><\/h3>\n

Re-engage online with customers who shop in-store before (and during) Black Friday and share their contact information (e.g. email) at checkout. Additionally, any new and returning online users who consent to sharing their contact information while making a purchase, creating an account, signing up for your newsletter, or joining your loyalty program can also be uploaded via an audience list and targeted through Customer Match. A unique advantage to Customer Match is the ability to combine this user-provided contact information with the powerful consumer behavior data available via Google. Using Customer Match you can retarget users across each of Google\u2019s properties (Search, YouTube, Shopping, Display, and Gmail) based on their interactions with your ads (via Google Ads) and website (via Google Analytics).\u00a0<\/span><\/p>\n