Tel Aviv-based marketing firm Optimove is integrating its services within Google Ads.

With this move, advertisers can now run targeted, scalable ad campaigns directly through Google Ads, with Optimove's tech tracking player behaviour in order to deliver the right ad to the right player.

Know your players

Audience lists are automatically updated based on user behaviour and predicted behaviour.

The results are tracked so that the next marketing campaign can be optimised accordingly.

"Google Ads is known as a great user acquisition channel, but there has not been a scalable and effective way to use it to target existing customers based on their personal preferences and activity patterns - until now," said Pini Yakuel, CEO of Optimove.

"For the first time ever, retention marketers can easily target any number of individual customers with hyper-personalised conversion, up-sell/cross-sell and retention campaigns through Google Ads, to improve retention and increase customer lifetime value."