Google’s Real-Time Strategy

Google is one of the most well-known brands in today’s world. We have the capability to use Google for almost any task. Google’s brand reaches far beyond their core search engine. Google is also responsible for programs such as Gmail, Google Drive, Google Docs, Google+ and Google Chrome. Google announced during Advertising Week two new programs: Customer Match and Universal App Campaigns. Google wants to “be there and be relevant in those intent-rich moments that truly matter.” (AdWords).

Through Customer Match, Google allows you to upload a list of email addresses and build specific ads and campaigns designed to reach your audience in the most relevant and efficient way. Existing customers are one of the most important aspects to a company. By using Customer Match, companies can maintain and build previously existing relationships. Companies can also use Customer Match to generate similar audiences to reach new customers who could be interested in your product or service (AdWords). Customer Match allows you to connect customers to your brand in the most relevant ways at the right time, making it a great real-time program for companies.

Companies are able to promote their app on the largest network and platform thanks to Universal App Campaigns. Universal App Campaigns is a product designed to make it easier for you to connect with app users across Google Search, Google Play, YouTube and the Google Display Network (AdWords). When using Universal App Campaigns, Google allows your app to be seen when users are searching for something new to download, making it a “one-stop-shop” (AdWords).

With the implementation of Customer Match and Universal App Campaigns, Google increases their use of real-time engagement.  Real-time engagement is a necessity in today’s society making Google a force to be reckoned with. Companies can utilize Google’s services to build and maintain relationships with customers. As a public relations professional, building relationships is the main goal. Being aware of such tools can give your company an edge when building relationships. To learn more about Google’s Customer Match and Universal App Campaigns visit Google’s blog.