Google has launched a couple of new features for AdWords, including the ability for advertisers target customers by their email ID’s, Similar Audiences and Universal App Campaigns. The company mentions that these features will roll out to all advertisers over the next few weeks. Customer Match, the feature that lets target customers by their email ID’s, works by allowing advertisers to upload a list of email addresses, which are then matched to signed in users on Google to let advertisers build campaigns and ads specifically designed for this audience. The platform also lets advertisers generate a list using ‘Similar Audiences’ feature, to target new (but with similar tastes) customers on YouTube and Gmail that might be interested in the product. On similar lines, the Universal App Campaign will let advertisers advertise their apps across a variety of channels. The feature will be available to all developers and advertisers, and will let them advertise across the Google Display Network, Google Search, YouTube and Google Play. According to Google, the advertiser will only need to provide the ‘desired cost-per-install’, with the rest of the campaign, including setting up images to providing a description, will be automated. As for the conditions, Google mentions that the email IDs used should have been collected using the user’s permission. Interestingly, the company itself does not seem to be interested in collecting these email IDs, as the feature requires the uploaded email ID’s list to be encrypted with the SHA256 algorithm. Additionally, according to Google, it will…
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