Google Ads Customer Match is a feature originally rolled out by Google in 2015. It allows you to advertise to your existing customers by uploading their email addresses, mailing addresses, or phone numbers to Google Ads.
You can then use these newly-created audiences in Search, Shopping, Gmail, and YouTube advertising campaigns.
Customer Match enables you to re-engage existing customers or exclude them from your campaigns, as well as target audiences similar to your customer base.
Why you Should use Google Ads Customer Match in your PPC campaigns
Customer Match is very effective at matching email addresses, physical addresses, and phone numbers to customers. Its average match rate hovers around 50%, which is higher than similar features offered by Facebook and Twitter advertising platforms.
Customer Match allows you to create highly-targeted advertising messages so that you can upsell, cross-sell, and re-engage customers, as well as target offline customers more effectively.
How to Get Started Using Customer Match
There are a few limitations and requirements you need to be aware of before you start using Customer Match:
- You need to have at least 1000 customers before you can create a Customer Match list.
- You're only allowed to use first-party data - i.e., email addresses that customers have provided to you directly. You're not allowed to use purchased lists.
- You must include a link to your email list's opt-out page.
- Customer Match can only be used for Google Search, Shopping, Gmail, and YouTube campaigns.
To get started with using Customer Match, log into your Google Ads account and head to the Shared Library section.
Step 1: Go to Audiences > View, and select to create a new list using customer emails.
Step 2: Upload your list in .csv format, select a membership duration, and add your email opt-out link.
Step 3: Wait until Google processes your list.
Step 4: Once your list is uploaded and processed, open up the ad group for which you want to use the list. Go to Audience > Remarketing and select the list you uploaded.
Step 5: The final step involves setting up the targeting. The two options available to you here are Target and bid and Bid only.
Selecting the first option will show your ads only to the people that are on your list. The second option, on the other hand, allows you to target both the people on your list and those that match your other targeting methods.
Google Ads Customer Match Strategies
Once you've set up your Customer Match list, you're ready to start implementing strategies that will help you generate more revenue with your PPC campaigns. Here are five Google Ads Customer Match strategies you can use:
Focus on selling to existing customers
These stats make it obvious that you should be focusing on retaining customers and selling to them again and again. Customer Match can help you do this.
You can use it for upselling and cross-selling campaigns by showing related and complementary products to shoppers who've already purchased from you.
Another thing you can do with Customer Match is use it to target your existing customers with educational content. This will help to keep your business top-of-mind until customers are ready to buy from you again.
You can employ Customer Match to target customers who haven't bought from you in a while. This type of strategy is especially effective when combined with a discount or a special offer.
Another way you can use Customer Match to re-engage customers is by targeting them with a survey to find out more about them, as well as potentially learning why they stopped doing business with you.
Exclude existing customers from your campaign
If you're creating an advertising campaign that focuses on selling a single product, you can use Customer Match to exclude customers who've already purchased that product from you. This will help you save on advertising costs and allow you to make a better return on your advertising budget.
You can also use Customer Match to exclude existing customers from campaigns that are aimed at providing a welcome offer to first-time shoppers.
Advertise to offline customers
If you've been struggling to find a way to advertise to your offline customers, Customer Match can help.
Simply upload the customers' email addresses, mailing addresses, or phone numbers to Google Ads and then advertise to these people online by showing them other products or services that might interest them.
If you only have your offline customers' phone numbers or mailing addresses, you might want to use Customer Match to create a campaign aimed at getting these people to sign up for your newsletter so that you can market to them via email as well.
Target similar audiences
Customer Match allows you to target audiences that consist of consumers that are similar to the ones on your list. You can use this feature to target shoppers that share similarities with your high-value customers.
This will help you have an easier time reaching people who are interested in your products and services, as well as happy to pay the prices you charge for them.
Start using Google Ads Customer Match in Your PPC Campaigns
Google Ads Customer Match is a feature that allows you to upload your customers' email addresses, phone numbers, or mailing addresses so that you can target them with your advertising campaigns.
Customer Match can be used with Google Search, Shopping, Gmail, and YouTube campaigns. It helps you create highly targeted ads that can achieve above-average conversion rates.
To get started with using Customer Match, you'll need to have data on at least 1000 customers. Additionally, this needs to be information that customers have provided to you directly - you're not allowed to use purchased lists.
There are a number of advertising strategies you can take advantage of with the help of Customer Match, including upselling, cross-selling, and re-engaging customers, excluding customers from campaigns, advertising to offline customers, and targeting similar audiences.