New powerful targeting opportunity available in Google Adwords.
Customer Emails List (aka digital stalking) allows digital marketers to show ads on Google Search, Display Network, Gmail (new format available through the GDN options) or YouTube (now fully integrated into Adwords) to users who have provided their email addresses matching a Google account.
For example, you can retarget current or past customers or particular event attendees that agreed to receive commercial information – mind always privacy issues.
This way, it is possible to create a Custom Audience (as done with Remarketing lists) available for all accounts under a particular MCC.
It’s an interesting option for cross-country campaigns. The Customer Email list can be further narrowed at campaign-level with usual variables (geographic, demographic, placements, keywords, etc.) Email addresses have to match the ones of signed-in Google users.
Difference between emails lists and remarketing lists
This opportunity is more “powerful” than cookies-based lists (e.g. remarketing). With this offer, Google is getting closer to Facebook (where this option is already available), matching social with search. If you plan to pilot such campaign, it is fundamental to provide an opt-out service through which users can ask to be deleted. I think that the best option is to use a Solas form, sending possible requests to a campaign manager responsible for a prompt action whenever needed. Once uploaded, email addresses cannot be visualised by Adwords users (including admins) therefore to delete them it is necessary to re-upload a simple CSV list with the email address(es) that do not have to be targeted anymore.
An interesting option is to create different emails lists depending on segmentation (for example geographic, demographic, buying habits, etc.). In fact, this tool works very well with CRM tools.
If your budget is limited and your goal is to extend your reach among people that know your brand but don’t know some of your most recent products, its best use is to target emails list(s) excluding past visitors (remarketing list).