Google Inc , has been working towards a “One Google” project in which users can have a uniform experience across all of its products and services. You’ve already seen “One Google” at work because a single account lets you access Gmail, Hangouts, Search, YouTube, G+, and Chrome among many other products. Now, the firm is extending the “One Google” plan to its ads business in a way that helps advertiser to get the best value for their money.
Google is the king of the online ad space and the firm is always unveiling new ad products that will draw the ad dollars and keep advertisers locked on its platform. The firm needs to stay on its toes in order to avoid losing market share to the likes of Facebook Inc and Apple who are already making decent impact in the ad space. The One Google plan is part of plans aimed at “getting our advertisers to the right people.”
Two new ad features of One Google
Google has revealed two new ad features during the Advertising Week in New York. The first feature is its Customer Match, which is somewhat similar to Facebook’s “Custom Audiences”. Customer Match allows ads firms to target users based on their email addresses when they use any of the firm’s products such as Gmail, YouTube or Search.
Here’s how customer match works: When you visit any website and you are asked to enter your email, that email goes into a database. Someday down the road, the advertiser can upload its database of emails “in a secure and privacy-safe way” to create ad campaigns that target you when you use any of Google products.
Hence, days later if you access any of Google products with your email to search for homemade pies, you’ll get targeted ads on homemade pies. If you go to YouTube to watch tutorials on homemade pies, you also get the same ads showing up. It seems as if Google can read your mind, but the mining of your email provides the targeted ads.
The second feature is the “Universal App Campaigns” that was unveiled in May. The feature allows developers to promote their apps across all of Google’s media channels to push app ads on Search, Google Play and YouTube. Now, the firm has opened up the app campaigns to more developers as part of efforts to keep users locked within Google.
Google wants to steal the show from Facebook
Both of the new ad features that Google unveiled are similar to some ad products that Facebook already has. For instance, Customer Match is similar to Facebook’s Custom Audiences. The Universal App Campaign is similar to Facebook’s App Install Ads. eMarketer reports that Facebook makes more money than Google in display ads revenue as it is on track to record $6.8B this year while Google is on track for $3.5B display ads revenue.