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BizReport : Advertising archives : August 26, 2016

Optimove integration allows targeted campaigns via Google Ads

Marketing cloud specialists, Optimove, have announced a new integration with Google Ads that will enable businesses to target existing customers on Google with personalized ads.

by Helen Leggatt

While Google Ads have proved themselves efficient at acquisition, not until now have marketers been able to use it to target existing customers with timely and relevant retention marketing campaigns.

In what is believed to be a first for the industry, Optimove's integration with Google Ads makes it possible to automate management of multiple granular audience lists. Each can target niche groups based on behavioral signals such as latest purchase, browsing activity, or response to previous campaigns. The audience lists are automatically updated by Optimove on a daily basis.

"For the first time ever, retention marketers can easily target any number of individual customers with hyper-personalized conversion, up-sell/cross-sell and retention campaigns through Google Ads, to improve retention and increase customer lifetime value," says Pini Yakuel, CEO of Optimove.

Marketers can also use the platform to addresses the challenge of measuring return on investment for Google Ads campaigns. It analyzes the resulting spend patterns of test and control groups to accurately report the financial gain generated by every campaign and help to optimize future campaigns.

Tags: advertising, customer retention, targeting

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