SEARCH TO NEWSLETTER, AND BACK: A THREE-MONTH TEST PLAN
Sendability Insights, October 2026. One page, both directions.

DIRECTION 1. PAID SEARCH AND SOCIAL INTO YOUR NEWSLETTERS
Moves words, not people. No customer data leaves your CRM.

[ ] Ask the search and social team for the 10 keywords they most want to push this quarter.
[ ] Ask for a second list of 10 they are not pushing, as the comparison group.
[ ] Record today, for all 20: average bid (CPC), search position, impressions.
[ ] Use the 10 test keywords in your regular newsletters: subject lines, headings,
    product names and the copy around links. Same send frequency as before.
[ ] Keep a log: date of every send, which keywords it carried, which pages it linked.
[ ] Every two weeks, pull bids and positions for all 20 keywords.
[ ] After three months, compare the 10 test keywords with the 10 control keywords.
    Note seasonality and other campaigns that ran in the same weeks.
[ ] Decide: keep, extend to more keywords, or stop.

DIRECTION 2. CRM INTO PAID MEDIA
Moves personal data. Check consent before anything else.

[ ] Confirm the lawful basis and consent you hold for each person on the list.
    Hashing does not make the data anonymous (AEPD, report 0364/2015).
[ ] For EEA users in Google Ads, both consent signals must be granted:
    ad_user_data and ad_personalization. Missing values count as not consented.
[ ] Do not upload IP and timestamp data for users in the EEA, the UK or Switzerland.
[ ] Start with one feed: upload current customers as an EXCLUSION list,
    so acquisition campaigns stop bidding on people you already have.
[ ] Remove people who opted out, and keep the list in sync when they opt out later.
[ ] Measure cost per new customer for four weeks before and four weeks after.
[ ] Only then consider value-based bidding with CRM conversion values.

WHAT TO WRITE DOWN AT THE END
- The 20 keywords, with bid and position at the start and at the end.
- Send dates and keywords per send.
- What else changed in those three months.
- One decision, and who owns it.

Sources: Google Customer Match policy (support.google.com/adspolicy/answer/6299717),
Google consent for Customer Match (support.google.com/google-ads/answer/14546648),
AEPD report 0364/2015 (aepd.es/documento/2015-0364.pdf).
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