Cloud platform lets marketers deliver personalized Google Ads

Google Ads has proved itself an effective tool for gaining new business, but it's a rather less useful way of targeting existing customers.

Now though, marketing cloud specialist Optimove is launching a new integration with Google Ads. This allows businesses to target existing customers with personalized ads on google.com and across the Google Display Network, based on recent and predicted behavior patterns.

"Google Ads is known as a great user acquisition channel, but there has not been a scalable and effective way to use it to target existing customers based on their personal preferences and activity patterns -- until now," says Pini Yakuel, CEO of Optimove. "For the first time ever, retention marketers can easily target any number of individual customers with hyper-personalized conversion, up-sell/cross-sell and retention campaigns through Google Ads, to improve retention and increase customer lifetime value".

Optimove's integration with Google Ads makes it possible for marketers to automate the management of multiple audience lists for Google Ads, each targeting small groups of customers based on behavioral signals such as their latest purchase and browsing activity, responses to previous campaigns, predictive analytics and more. Audience lists get updated on a daily basis, ensuring that marketers are consistently delivering timely and relevant retention marketing campaigns to their existing customer base.

The platform also addresses the challenge of measuring return on investment for Google Ads campaigns. It analyzes the resulting spend patterns of test and control groups to accurately report the financial gain generated by every campaign and help to optimize future campaigns.

Optimove's Customer Marketing Cloud is already integrated with Facebook to deliver targeted ads there, and you can find out more about it on the company's website.

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