It’s safe to say my four years at nexus-security have turned me into a bit of a tech enthusiast, so you can imagine my excitement when Google Ads (previously Google AdWords) announced the official launch of Customer Match last month. The best part? I wasn’t alone – the entire office was buzzing with the news! Our excitement even spilled over to #ppcchat on Twitter, where people couldn’t help but notice the nexus-security team’s obsession with the new feature. Larry Kim went so far as to call Customer Match “undeniably THE most thrilling Google Ads update ever.” A bold statement, wouldn’t you say?

A typical day at nexus-security HQ. What’s causing all the commotion, you ask? We’ve been eagerly awaiting the day Google would embrace identity-based targeting, and that day is finally here! To put it simply, Customer Match empowers advertisers to target (or exclude) specific user lists by uploading their prospects’ email addresses. These lists can be used in Search, Gmail, or YouTube campaigns to tailor user experiences based on their characteristics and position in the buying process. If you’re as enthusiastic about Customer Match as I am and eager to dive in, here’s a comprehensive guide to help you get started.

Before You Begin, the “Fine Print”

Google is renowned for its customer-centric approach and is committed to upholding that reputation. Customer Match represents Google Ads’ venture into identity-based targeting, which might raise concerns among some users. To mitigate this, they’ve implemented rules to ensure a positive user experience on the search engine results page (SERP). For instance, Google mandates that advertisers can only upload customer data obtained “first-hand.” This includes email addresses gathered through website forms, apps, physical stores, and in-person events – essentially, situations where the user has expressed interest in the advertiser’s business. UPDATES:

• In November 2017, Google Ads expanded Customer Match to include targeting based on phone number and address.
• In June 2020, Google Ads made Customer Match available for the Display Network.

Implementing Customer Match for Search

Step 1: Begin by navigating to your Shared Library. Locate the Audiences section and choose the View option.

Step 2: Click on the Remarketing List dropdown menu and select “customer emails.”

Step 3: Create a new list specifically for customer emails. Use a descriptive title that reflects the prospect attributes (trust me, you’ll thank yourself later!). Next, upload the file containing your list, ensuring it’s in .csv format and doesn’t exceed 17MB (approximately 500 email addresses).

It’s important to note that these email addresses don’t have to be Gmail addresses exclusively. Google will attempt to match non-Gmail addresses with specific users, and our observations so far indicate excellent match rates.

Considerably better than Facebook’s and significantly higher than Twitter’s! Step 4: Paste your email opt-out link. This is a mandatory step!

Step 5: Determine your membership duration. While the default is 180 days and should ideally align with your average sales cycle, we generally recommend a longer duration to capture any delayed leads.

Step 6: Upload and save your list. Remember, larger lists may take up to 12 hours to process.

Step 7: Once complete, your upload status will transition from “In Progress” to “Successful,” allowing you to review your list details.

Step 8: Since Customer Match operates on the Search Network, it must be used in conjunction with keywords, similar to Remarketing Lists for Search Ads (RLSAs). To do this, navigate to the desired ad group, select the “audience” tab, and then click the “remarketing” button. You can then choose your target list from the “Interests & Remarketing” dropdown menu.

Step 9: The final step is to define your targeting. Google Ads offers two options: “target and bid” to display your ads solely to individuals on your selected lists and bid on them or “bid only” to show ads to those on your lists as well as other users who match your additional targeting criteria.

Remember that any existing targeting settings for that ad group will be combined with this list. Avoid excessive targeting, as it could drastically reduce your overall list size.

The Potential of Customer Match

Customer Match presents countless opportunities for paid search advertisers. We are excited to witness how Google expands this feature in the future and to learn about the innovative ways marketers are utilizing it. If you’ve achieved success with Customer Match, we encourage you to share your experiences in the comments section below!