We have a finance client who wanted to use customer match to exclude users who have poor financial records from being exposed to their ads (primarily their brand ads). We implemented an exclusion list to only brand elements of the account.
The account saw immediate benefits behind the changes. Comparing September to October, CPCs decreased by 27.38% ($3.49 – $2.53) and continued to decrease on the following month respectively. However, clicks decreased by 21.39% (24,879 – 19,557) likely as a result of a slice of the audience pool being excluded from seeing the ads.
Looking at Conv. Rate MoM, we saw an increase of 22.94% (28.9% – 35.5%), perhaps as a result of excluding the click wastage which then lead to a stronger audience with a better propensity to convert. However, conversions were negatively affected, likely resulting from a decrease in traffic.
The results lead to significant cost savings from the client’s side. On the back of this success, we are now exploring opportunities to promote customer match as a positive audience by custom tailoring ad-copy to known customers that have positive financial records.
With audiences starting to take precedence over keywords, make customer match part of your Google remarketing arsenal in 2017.