You may have heard of Google’s new ‘Customer Match’ tool within the Google Ads platform. But what is Customer Match? How can you use Customer Match to improve your Google Advertising campaigns? Hopefully our helpful article here will provide some insights to assist you.
Starting this Autumn in 2021, advertisers who have a strong / trustworthy history of compliance with all of Google’s advertising policies are to be rewarded with access to certain elements of Customer Match. A few things to note:
Customer Match lets you use your online and offline data to reach and re-engage with your customers across Google’s Search, Shopping, Gmail, YouTube and Display products. The service works by using information that your customers have shared with you through various customer touchpoints. Customer Match will then target ads to those customers and also identify and target ‘lookalike’ customers like them, offering a stronger chance of conversions / repeat conversions, whatever that conversion may be.
As mentioned, Customer Match isn’t available as standard to all advertisers, making this a premium Google product. To use Customer Match, your Google Ads account must at the very least have the following:
If your account doesn't meet the requirements criteria, then unfortunately it is ineligible to use Customer Match, at least for the moment.
When using Customer Match, you will basically have the ability to upload customer data you have, legally and according to GDPR, in your possession. You can only upload customer information that you collected in the first-party context, for example information that you collected from your websites, apps, physical shops or other situations where customers shared their information directly, and knowingly, with your company or organisation.
As stated by Google, you must:
To learn more about how you can (and if you can) utilise Google’s Customer Match tools please contact Wish.