Google has revisited its AdWords platform to incorporate a new suite of consumer-targeting capabilities to enable marketers to use phone numbers and postal addresses to reach specific individuals.
This represents a dramatic shift from the previous model, which allowed only anonymized email data and broad demographic sweeps to be employed, frustrating advertisers seeking a targeted approach with scattergun tools.
Google’s new approach is expected to be doubly effective at reaching the right people owing to the quality of phone and postal data which is often more accurate than throwaway email addresses.
Speaking to AdAge, Didit co-founder Kevin Lee commented: “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.”
Naturally this will equate to bigger marketing budgets coming Google’s way courtesy of increased confidence that it will deliver results.
In a previous round of software updates Google introduced a raft of new features including attribution, location extensions and machine learning for marketers.