Google has launched two ad products, Customer Match and Universal App Campaigns, focused on intent targeting.

Customer Match enables advertisers to target customers using their email addresses, when theyre signed into Google Search, YouTube, or Gmail. Google gives the example of a travel brand reaching members of its rewards program when they search for their next holiday, then retargeting them with video ads on YouTube.

Customer Match can also be used to generate Similar Audience profiles to reach new customers on YouTube and Gmail who have similar interests and characteristics to existing customers.

Universal App Campaigns, meanwhile, makes it possible to reach app users across Search, Google Play, YouTube, and the Google Display Network. These will be available as a cost-per-install campaign type on AdWords, with most set-up automated by pulling images, videos and copy from the apps Play Store listing. Once live, this content will tested in different combinations in order to dynamically optimise the campaign.

“Google is in a unique position to connect consumers with your business in the most relevant ways,” said SVP ads and commerce Sridhar Ramaswamy. “Whether they’re searching on Google, checking promotions on Gmail, or watching videos on YouTube, we can deliver the most relevant information based on what they’re doing, wherever they are, when they’re looking, and on any device they’re using. Today, we’re building on these capabilities with new ads innovations to deliver even more relevance.”