How To Upload Email List For Google Adwords

Remarketing isn't just a clever way to target customers who left your website without making a purchase, or those who abandoned their carts at the checkout – it's also a great way to bulldoze fifty-fifty more conversions from valued customers.

Our latest T-Time show looks at how you can target email lists with Google Ads and how using client friction match and other similar audiences can help optimise your Google Ads performance.

In this Google Ads T-Time prove:

How to upload an email listing to Google Ads
Google Ads Client Match audition sizes
Google Ads Customer Friction match campaigns
- Remarketing Lists for Search Ads (RLSA)
- Google Display
- YouTube campaigns
- Gmail campaigns
Using customer friction match and similar audiences
Advanced Google Ads email list targeting

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How to Upload an Email List to Google Ads

(01:16) In the Remarketing tab of your Google Ads Audience Manager, click on the big blue '+' in the peak left corner to create a new remarketing list. Select the Customer Listing selection, requite your audition an appropriate name and select the List members – this is the blazon of client data that you'd like to create an audition with, so in this scenario the option you want to select is Upload Emails, Phones and/or Postal Addresses.

When you lot're creating a Customer Lucifer audience list, we would recommend using this template and so that you can upload your information in the right format. You have the option to upload either unhashed plain text information, or hashed data – the latter adds an additional encryption which essentially protects your data from being seen past Google employees. Google won't have to use the data to practice anything else, and so the selection is ultimately yours.

Once you lot have uploaded your data, information technology volition take Google around 24 hours to procedure it and so lucifer the electronic mail addresses in your list to users in Google's system. The catamenia of time you continue someone in your listing depends on the type of campaign you are running – if you're thinking about uploading lists of customers or people that subscribe to your newsletter and so on, you may want to think about how long information technology's been since you concluding contacted them and consider removing them from the list if it has been a long time.

Google Ads Client Match Audience Sizes

(04:22) When targeting email lists in Google Ads, it's important to sympathise the limitations for the sizes of audiences that you tin can apply for different types of campaigns.

The get-go thing to empathise is that you lot must have a minimum list of 1,000 email addresses in the file you upload for Google Ads to accept it. If you lot don't have that many email addresses, it'south questionable whether targeting e-mail lists is even worth doing, and y'all certainly tin can't upload only three or four email addresses every bit this would be a gross invasion of privacy.

Next, y'all need to understand that Google isn't going to match all 1,000 – or however many you upload – of those e-mail addresses with users of Google. It will match these email addresses with the primary emails of users – this existence the email that the user is logged into while using Google.

Google is currently matching around 35% of e-mail addresses, so if you want ane,000 people in your audience, then you lot would ideally demand to aiming to upload around three times that figure.

If y'all program on using your email listing on Google Search, then yous volition need a minimum of ane,000 matched users. If you only have 2,000-2,500 matched email addresses, feel free to upload and test information technology, only if you're not eligible to target an email list in Google Search with that amount then you lot may have to alter your parameters, or but wait until you have more e-mail addresses.

Google Display will work more in your favour, every bit you only need a minimum of 100 matched users. This is also the minimum if you wish to run a YouTube or Gmail ads campaign.

Our Google Ads Direction Services

Google Ads Customer Friction match campaigns

Remarketing Lists for Search Ads (RLSA)

(07:19) There are 2 ways you lot can apply an email list for RLSA campaigns: the beginning, known every bit 'Target and Bid' is with traditional Search and Google Shopping campaigns, where you'll either be behest on keywords or uploading your product inventory.

Traditionally you would have a campaign for specific types of keywords, each with their ad groups, or your shopping inventory, and you would target people searching for your products or your keywords. Yet, with the addition of an email listing, you can choose to only testify your ads to users who match within the list.

One way you can use this method to your advantage is by bidding on some lower-intent keywords – for example, if you run a gift eCommerce store so merely bidding on a keyword like 'gift ideas' on a normal Search campaign is not going to be very viable because of the low intent.

However, if you're bidding on 'souvenir ideas' and y'all've uploaded your email list to use in an RLSA campaign, then your advert will only be shown to users who already trust your make and are more likely to make a buy.

(09:10) Your second selection when using an email list for an RLSA campaign is adding your listing to your normal Search or Shopping entrada equally Observation, or what nosotros used to call 'Bid Only'. You lot would exactly the same entrada structure as you do now, but what you might want to do is increase the bids for users who match your email list by 30% because we know that these are people who have already bought from you and therefore they're more than probable to convert.

In summary, yous're even so targeting everyone who's going to match your keywords or your products, but every bit an overlay you're paying more per click for the users in your email list.

Google Display

(10:08) Using Google Display, you tin target content across the web for detail keywords – for example, if you're selling televisions you may bid on 'Sony TV', 'Samsung TV' and and so on. Google will then match your ads to content which features those keywords.

You tin can as well go for a broader approach and target in-market place audiences – using the Idiot box case over again, these are the kind of people who are in the market for a Television. However, much similar the Target and Bid model for a Search entrada, yous tin can only target them if they friction match to an accost in your email.

(10:48) Again, in a similar style to the Observation model for Search campaigns, you tin target everyone reading content surrounding your topic or field of study, with increased bids for users who match within your electronic mail list because they're ideally more valuable.

YouTube Campaigns

(11:04) If you want to promote your video campaigns, yous generally target the content and people watching videos surrounding a particular discipline. You can use your email listing for a YouTube entrada, but simply to target users who have matched inside your list.

This method is especially useful for nurturing your electronic mail list and keeping your brand present, as well equally specifically targeting your audience on YouTube with a promotion for your products or services.

Gmail Campaigns

(11:43) Using Gmail ads does non mean sending emails to addresses in your electronic mail list – these are ads that sit next to the emails which users are reading within the Gmail interface, and essentially prefer the same model as YouTube campaigns.

Using Customer Match and Similar Audiences

(12:04) There is a manner of asking Google to target like audiences to your electronic mail listing. Withal, this is a very different strategy to all of the above and as such requires a careful approach: the users who friction match within your email listing and, as previous customers, trust your brand are very different from users who may have never even heard of your brand, then the conversion rates from these 'like audiences' are going to exist much lower.

That said, targeting like audiences tin can exist very constructive – try setting upwards a entrada targeting a similar audience with a particular offer to introduce the brand and encourage some more traffic through to the website, before using remarketing to nurture that audience once they convert.

Avant-garde Google Ads e-mail list targeting

(14:08) If you're using a client relationship management (CRM) system or concept systems such every bit MailChimp, Magento or Shopify, you lot should be able to export the data to segment your electronic mail list.

This is provided yous fulfil the minimum audition size requirements – in that location's no indicate in targeting the 300 highest spenders on your eCommerce store if your audition isn't big plenty to perform any email list targeting.

As well as highest spenders, you can target customers who haven't fabricated a purchase in vi months, or perhaps those who only bought a specific product or brand. Y'all tin can fifty-fifty target users who clicked on an email entrada merely didn't catechumen in any other manner.

This method could prove particularly helpful in the lead-upwards to Blackness Friday and Christmas – if you have data on customers who made a seasonal purchase last year, so why not export it and add the address to your email list to encourage them to do the aforementioned once more this year?

If you found this episode of T-Fourth dimension useful, subscribe to our YouTube channel for more forthcoming tips and advice on how to better your business organization using Google Ads, Google Shopping and other online channels.

Do you accept any farther questions nigh email list targeting? Permit us know in the comments, or click beneath to speak with one of our specialists and find out more about our Google Ads training courses:

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