In the world of digital marketing, one of the most critical aspects of any successful campaign is targeting the right audience. This is where customer match comes into play. Customer match allows advertisers to target ads to specific customers based on their email addresses or phone numbers.
However, the match rate for email-only targeting can be limited, as not everyone uses the same email address across all platforms, and some may not use email at all. This is where the addition of a phone number can significantly improve the match rate.
Roman Grigorian, a digital marketing expert, conducted an interesting customer match test to determine the difference in match rate between email-only targeting and targeting with both email and phone number. The results were quite revealing.
Grigorian found that when targeting only by email, the match rate was around 74%, meaning that only 74% of the targeted audience could be reached. However, when including a phone number in addition to the email address, the match rate increased to 100%.
This shows that including a phone number as part of the customer match strategy can significantly improve the targeting accuracy and reach of ads, leading to more successful campaigns and better ROI. This is especially true for mobile advertising, where phone numbers are frequently used and can provide a more accurate representation of the audience.
So, if you’re looking to improve your targeting strategy for your PPC or SEA campaigns, consider incorporating phone numbers into your customer match strategy for better results.
