Advertisers and agencies that use Google AdWords for digital campaigns will now have access to real-time updates of ad performance and the ability to target a larger pool of customers.
Google's first update allows access to fresh data on impressions share, offering advertisers and agencies real-time knowledge of the share of their ads compared to what can be achieved, as well as auction insights on brand or category words.
Advertisers and agencies will now have access to this information several times in a day - previously it was just once - opening up room for real-time campaign adjustments, optimisations, and bidding. This is especially helpful for brands operating in competitive verticals during the holiday season. It also gives them access to comparison data to advertisers that identify as targeting similar segments or selling similar products and services.
The second update to Google AdWords siphons user data across touchpoints to allow advertisers and agencies to reach their audience without access to digital addresses. Brands, such as those in the hospitality market, with access to customer phone numbers or residential addresses will now be able to import that data into Google AdWords and learn how many people with matching self-provided data can be targeted.
The update is part of Google's Customer Match targeting tool, which began by allowing advertisers and agencies to reach target segments through email addresses. The update will allow targeting by the unified data exchange of mailing addresses and phone numbers as well, relying on synced accounts. The update also relies on the customer to update their information for it to work for the targeting brand.