target emails -bulls eye
Imported Layers Created with Sketch. AdHawk Blog
Google AdWords

How To Target Specific Email Addresses in Google AdWords

As you can probably tell, we’re huge fans of multi-channel advertising. There are certain attributes to each ad platform that gives them an edge over the competition in different use cases. We’ve always said that Facebook’s audience targeting is more robust and intuitive than AdWords with features like advanced behavioral targeting, similar audience segmentation, and email targeting. That said, AdWords is not rolling over on this one. In the last few months, they have introduced more customizable ad extensions, Gmail Ad targeting, and Video Ad integration into the AdWords Dashboard.

Now, AdWords allows you to target specific email addresses for your existing ads. This is a great way to remarket churned customers and supplement existing email marketing efforts. This is a great way to build soft touch points to encourage certain stage customers to move further down your conversion funnel.

To start targeting an email list in under 2 minutes, check out our video or follow these instructions.

How to Target Email Addresses in Google AdWords

  1. Click on  Shared Library  at the bottom of the lefthand toolbar
  2. Click View >> beneath the first Audiences panel
  3. Click  +REMARKETING LIST 
    • Select  Customer Emails   from the dropdown
  4. Upload your email list using a basic CSV file
  5. Click  Upload and save list 
  6. Return to the Campaign view to add the email list to an existing campaign
  7. Select the desired campaign
  8. Click the Display Network   tab
    • Select Interests & remarketing 
    • Select  +TARGETING 
    • Choose an Ad Group to ad this targeting to
    • Select  Add targeting 
      • Scroll down to Interests & remarketing 
      • Select the [customer email lists] category

Now you should be able to target those emails with your ad campaign!

To target the inboxes of a specific email list, combine what you learned here with our video on how to set up Gmail Ads.

As always, let us know if you need any help setting up email address targeting on AdWords by tweeting at @adhawk

About the Author

Marketing and Growth Director at AdHawk. Helping business find confidence and success online, one hefty article at a time.