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Customer Match was launched in 2015, up until now advertisers could only upload email addresses into Google AdWords to target or exclude. With this latest update Google will now allow advertisers to upload phone numbers and mailing addresses for retargeting and similar audiences.

We will review the update, cut through the hubbub and give you the information you need.


How to upload new Customer Match files

In order to access the new Customer Matching options you will need to use the new AdWords interface (Once again, Google pushing users to use the new interface).

Once you’re in the new AdWords interface, click on the wrench icon on the top right and select Audience Manager

PPC hubbub - Customer Match 1

Then, select the blue + button and select +Customer list

You will then have the option to name your audience, choose data to upload (Email, Phone, First Name, Last Name, Country, Zip), and if you data is unhashed or hashed.

You will also be given the option to download a template. As with most customer match uploads your file will need to be CSV.

PPC hubbub - Customer Match 2

Google has mentioned that the matching process could take up to 48 hours.

You will be able to use your new audience lists across all Google properties, including search, display, YouTube and Gmail. In addition you will be able to create similar audiences for targeting on Gmail and YouTube.


What does this mean for you?

More targeting options

Essentially this update gives advertisers more options for using their first-party customer data. Not every business only uses or collects email addresses, and by including phone numbers and addresses Google is opening up targeting options for those companies.

Customer data can be used in two main ways: targeting existing customers (Remarketing) or using custom data to find new potential customers (similar audiences).


Summary

Google catching up

Google is playing a bit of catchup with Facebook when it comes to using customer data to either target their customers directly or using that data to create similar (lookalike) audiences.

The future is bright for Audiences

I won’t be surprised if we see more updates like this. Google has made it clear that audiences and audience management is becoming more and more important (Recently they introduced in-market audiences for search campaigns).

More options to use your own CRM data

Ultimately, having an additional data points should give us more flexibility when we build our customer lists. It’s now down to us as to how and when we use this data. As with all good marketing campaigns it will come down to segmentation, messaging and timing.

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Byron Tassoni-Resch

I'm a paid media specialist based in London, UK. I started in digital marketing over 11 years ago, and work primarily on PPC, paid social, display and remarketing.
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