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New Google Ads Take A Page (Or Two) From Facebook

Google’s new Universal App Campaign ads

Just as Google GOOGL -2.19% showed how to do search advertising right, Facebook FB -2.17% is doing the same for display and mobile ads. And this time, even Google is having to follow the leader.

On Monday, Google will introduce two new kinds of ads at the annual Advertising Week in New York that clearly reflect Facebook’s success with targeting ads to the likeliest prospects, even as they try to take a step beyond the social network.

For one, Google will give brand advertisers a way to target their own customers with ads across all of the search giant’s big properties, including search, YouTube, and Gmail. Specifically, the new product, called Customer Match, will give advertisers the ability to upload a list of email addresses of their customers that can then be matched with logged-in Google users–similar to Facebook’s Custom Audiences.

Advertisers also will be able to use a Similar Audiences product to target others on YouTube and Gmail to reach people likely to be interested in the same products and services. That’s similar to Facebook’s Lookalike Audiences. Here’s how it will work, according to an upcoming blog post by Sridhar Ramaswamy, Google’s senior vice-president for ads and commerce, who will present the news Monday afternoon:

Let’s say you’re a travel brand. You can now reach people who have joined your rewards program as
they plan their next trip. For example, when these rewards members search for “non-stop flights to
new york” on...