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Consider Customer Match to connect with your existing customers online and find valuable new ones just like them. Whatever Google touchpoint your customers use, Customer Match is an advertising tool that can help to get relevant ads in front of them, in an effective and privacy-safe way.
What is Customer Match?
Customer Match in Google Ads is essentially an advertising re-engagement tool for a privacy-first web. It helps you make the most of customer data — information such as emails, phone numbers, and addresses — to deliver relevant campaigns to Google users who have shown an interest in your business.
For example, a marketer at a travel business could upload their database of customer emails to Google Ads. They can then use this to reach a specific audience, such as the highest spenders, with relevant ads on Search or other Google touchpoints.
Customer Match can also be used to match your ads with potential new customers across Google channels whose interests and behaviours are similar to those of your most valuable customers — and all without the use of third-party cookies.
On Gmail, for instance, the same travel company could build a new audience segment of Google users with shopping habits similar to those of its current best customers and then reach them using personalised ads at the top of their inbox.
Customer Match means it’s never been easier to re-engage your loyal customers as they shop on Google.
How can Customer Match benefit my business?
From increasing brand awareness to generating more leads, Google Customer Match can make a powerful difference to the way advertisers reach consumers. It’s particularly effective for businesses with a significant amount of customer information, such as a large email database.
Here are some key ways it can benefit your business:
- Promote offers to your existing customers: Find and connect with current or lapsed customers across Google channels and serve them with relevant ads or offers — for example, in the Shopping tab.
- Build and reach new audience segments: Reach Google users with similar interests or demographics to those of your existing customers and build awareness of your business.
- Personalise your messaging: Deliver relevant ads based on what you know about your customers’ interactions with your website or app
As third-party cookies are phased out, Customer Match will continue to be a durable solution for understanding the needs of your current and prospective customers online. Because it relies on consented first-party data — the information your customers choose to share with you — it provides a privacy-safe way to connect with valuable users across all of Google’s properties.
How does Customer Match work?
Customer Match is only as effective as the data you put in. That means you should take every opportunity to better understand your customers while always being transparent in your privacy policy about how their data will be used. Google Ads offers plenty of options to help you build your first-party data, such as lead form extensions, where people can submit their information in a form directly in your ad.
When you have enough data, you’re ready to get started with Customer Match. Here’s how it works:
- Upload your customer data to Google Ads, segmenting customers into relevant groups as required.
- Google Ads matches your customer data to Google accounts.
- Target (or exclude) your audience segments across devices and channels.
- Expand to new customers using auto-generated “similar audience” lists.
- Easily add new data when you receive it to keep your campaigns fresh and relevant.
Whenever people interact directly with your business online or offline, Customer Match provides a great opportunity to understand more about who they are and how you can address their needs. From a business perspective, it’s a scalable and privacy-safe way to drive performance and generate more leads.
Customer Match means it’s never been easier to re-engage your loyal customers as they shop on Google.
