A Mini-Guide to Using Customer Match Targeting on Google AdWords

Written by: 
Benjamin Rudolph
April 6, 2019

Google AdWords remains the "number 1" choice for most advertisers and brands looking to quickly and effectively promote their products or services on the ever-so-competitive web.

Here’s why: Google display campaigns reach 90% of global internet users. And on an average, buyers who have seen display ads are 155% more likely to search for the respective brand.

In addition, businesses make an average of $2 in revenue for every $1 they spend on Google AdWords. And AdWords generates highest ROI amongst all online advertising channels.

But here’s the BIG CHALLENGE: For long, advertisers have been faced with the challenge of getting their ads in front of specific, targeted audience.

So does this mean you’ve no options for identity-based targeting to ensure that your ad is shown to people who you actually want to target?

The answer is a resounding NO!

You’ve Google AdWords ‘Customer Match’ at your rescue!

What is Google AdWords Customer Match?

Google Adwords’ Customer Match is a feature that allows advertisers to create and target (or exclude) their own list of users by uploading their customers’ or prospects’ names, email addresses, phone numbers and/or addresses.

What Benefits Does Google AdWords Customer Match Offer?

Google’s flagship ‘Customer Match’ comes packed with a host of benefits for advertisers. One of the biggest benefits of using Customer Match is that advertisers can easily show their ads to more relevant, targeted audience. This means advertisers can reach customers and prospects who already know about their brand, services or products.

Customer Match can particularly help advertisers:

  • Target customers basis their past purchases and shopping habits
  • Target past customers to promote repeat purchases
  • Target existing customers to increase brand loyalty
  • Target cart abandoners
  • Re-engage loyal and exiting customers

How does Google AdWords Custom Match Work?

As soon as you finish uploading your target list, Google AdWords matches your contacts to Gmail accounts, signed-in browsers and corresponding email addresses. Usually, AdWords matches around 50% of the list you upload to devices.

Here’s how Customer Match procedure works:

Let's assume you’re looking to promote your new product to your existing buyers with Google ads.

Here's how Google AdWords Customer Match will work:

  • Step 1: You’ll need to upload a list of ‘first-party contact information’ you’ve collected (with the consent of your customers).
  • Step 2: You’ll need to create an AdWords campaign for your new product to target your selected audience (Google users added in your uploaded list) and show them your new product offering.
  • Step 3: Now whenever these Google users will log-in to their Google Account, your new product ads will be shown to these users via Gmail, YouTube and Google Search.

How to Upload Customer Match Files?

Uploading Customer Match files is a fairly easy process and you can do it in five easy steps.

Step #1: Log-in to the new Google AdWords interface.

Step #2: Once logged-in, you’ll need to click on the ‘Wrench’ icon on the top right and select ‘Audience Manager’.

Step #3: Now, select the blue + button and select +Customer list.

Step #4: Then, simply name your audience; choose the data file (Email, Phone, First Name, Last Name, Country, Zip) that you wish to upload.

Step #5: Lastly, select if your data is hashed or unhashed.

That’s it! Now you can use your customized target audience lists across all Google properties – Gmail, YouTube, display, and search.

PS: According to Google, Customer Matching process could take up to 48 hours.

Over to You!

All in all, Google AdWords’ Customer Match is your best bet if you’re looking to lure-in audiences of the highest possible value. Simply put this learning into practice, get started with the creation of your tailored customer list now and get set to drive more traffic, leads and revenue this year.

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