Should you upload your customer list in Google Ads? (Customer Match)

By: Jyll Saskin Gales, Google Ads Coach

Have you ever wished you could speak directly to your existing customers through Google Ads? Maybe you're launching a new product or service, or perhaps you have a special offer just for your loyal clientele? Google Ads offers a powerful feature called Customer Match that allows you to do just that.

Customer Match lets you use your own data (like email addresses) to target your ads to those specific people when they're browsing Google Search, YouTube, Gmail, and Discover.

In this article, we'll cover:

• What is Customer Match?
• Tips for using Customer Match effectively
• Customer Match Eligibility Requirements: What you need to know

What is Customer Match?

Customer Match is a way to reach your existing customer base across Google properties. By uploading your customer data to Google Ads, you can create highly targeted campaigns that reach the people who already know and love your business. This can lead to higher conversion rates and a better return on your ad spend. Or, you can exclude them from your campaigns, so you don't spend additional dollars reaching people who are already customers.

Tips for using Customer Match effectively

Here's the thing: just having a list of emails isn't enough. To use Customer Match effectively (and ethically), you need to ensure that everyone on your list has given explicit consent for you to use their data for advertising purposes. No third-party data brokers!

Also, avoid using Customer Match with Display campaigns, as traffic quality and match rate tend to be quite poor. Instead, opt for Demand Gen campaigns or Search campaigns for better results.

Customer Match Eligibility Requirements: What you need to know

To use Customer Match for direct targeting, your Google Ads account needs to meet certain criteria: 90 days of history and US$50,000 in lifetime spend. But don't worry if you're not there yet! You can still upload your customer list and use it for observation and to improve your Smart Bidding strategies.

Even without direct targeting, Google's Smart Bidding algorithms can use your customer data as a signal to guide bidding decisions, making your campaigns more efficient.

Plus, you can also gain insights about your customers from within Audience Manager, even if you're not using Customer Match in a campaign. For these reasons, EVERYONE should be using Customer Match in Google Ads.

Customer Match: A Must-Have for Your Google Ads Strategy

Customer Match is a valuable tool for any business advertising on Google Ads. By using it responsibly and strategically, you can re-engage your existing customers, improve your ad performance, and maximize your return on investment.