Marketing Cloud for Google Customer Match is more expansive than Google Customer Match, which only allows marketers to upload email lists, information collected from apps, newsletter/in-store signups, and web forms.
If a marketer is able to validate a customer and non-customer via a direct match to their email and database list, they can seemingly improve the accuracy of their bids across Google sites or through email.
“It will certainly enable new refinements around how sophisticated you can get with audience segments and the way you prioritize search terms that will be most valuable to your brand,” Evans added. “That way, you can serve an ad to reinforce brand loyalty in the moment [someone is] demonstrating intent around a brand or their product.”
Other Mar-Cloud Updates
Salesforce also rolled out Email Studio, which some of its product managers call Salesforce’s largest update to email in 10 years. It includes a simplified content management system built from the ground up, said Evans.
While the CMS can upload and tag new assets (table stakes), it also has the ability to push out content based on behavioral or demographic attributes or past consumer interactions.
Salesforce is also overhauling Social Studio (formerly Radian6/Buddy Media) and Active Audiences, first developed in 2014 to apply CRM data to targeted Twitter and Facebook campaigns. Both will be bundled into an offering called Advertising Studio.
Finally, Facebook Lead Ad capture now lets marketers auto-populate a form based on information that a customer has shared via Facebook Lead Ads, and immediately converts that information into a nurturing program. It will be generally available May 20.