Google Ads Customer Match: Key Things to Know

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Google has an array of superb tools that complement Google Ads such as Google Analytics. One that is sometimes overlooked or even unknown by businesses is Google Ads Customer Match. 

This is a service that allows you to use your customer data to improve your PPC campaigns and target customers more effectively. It is a remarketing tool that helps you generate leads that actually match your ideal customers or customers that are inactive. If you have never heard of this service or are looking to boost your PPC strategies, read on to find out more.

Google Ads Customer Match Works Across Multiple Platforms

If you have delved into Google Ads PPC marketing you are probably aware of the Google Display Network. This is the group of platforms, websites, and services where Google can display your PPC ads and Google Ads Customer Match works for the following:

  • Gmail
  • Shopping Ads
  • Display
  • YouTube
  • Search

This gives you fantastic potential as you can use retargeting across multiple channels and even directly to customers’ inboxes via Gmail. Depending on your type of business and industry, Customer Match could be viable on any of these platforms and a PPC marketing company would be able to help you find the best outlets for your Ads.

The Benefits of Customer Match Google Ads

The Benefits of Customer Match Google AdsSo we now know that Customer Match helps you retarget customers using existing online and offline data. But what’s a benefit of using customer match audience solutions? We explain the three main positives below:

1. Reach customers directly

Oftentimes Google PPC ads suffer from a lack of direct interaction and you are relying on customer’s viewing and clicking on your ads through other sources like a web page or YouTube video. 

Customer Match allows you to target customers directly through things like direct emails to their Gmail accounts. This allows for more targeted marketing and allows you to make a better connection with customers who are already involved someway with your business such as those who have already made a purchase.

2. Improve relationships with customers

With so much online competition and access to multiple companies offering the same services, it can be difficult to build relationships with customers. 

Google Ads Customer Match can help you do this by giving tailored ads and services to existing customers, reaching out to customers who haven’t used your company in a while, and offering things like offers and personalized messages to existing customers.

You can essentially engage with your customer base easier and give them a better, more tailored service.

3. Quickly scale your marketing strategies

Once you have established a PPC campaign or SEO strategy it can be difficult to know where to go next and what steps to take to push to the next level. 

Google Ads Customer Match provides a natural stepping stone and allows you to easily scale your marketing. You can build on existing customers and use data already collected to get better results and build your customer base further.

4. To Improve Smart Bidding and Customer Targeting

A Customer Match list is utilized if you have opted for smart bidding and it can yield better results and allow you to target customers more effectively. It takes out some of the guesswork associated with PPC ads and the customer data you provide offers real results..

You Must Meet Specific Requirements for Customer Match

It’s vital to understand that not anyone can use Google Ads Customer Match and it may not be suitable for every business. 

Typically, Customer Match Google Ads is suitable for medium to enterprise-level businesses that have used Google services for a long time or have spent a lot of money on PPC ads and other Google tools. The minimum requirements to use Google Ads Customer Match are as follows: 

  • Compliance with Google Ads Policy 
  • Acceptable payment history 
  • An account that is 90 days old or more 
  • $50,000 USD or more lifetime spending on the account 

The first point relates to your PPC ads and if you have regularly created ads that have been rejected by Google then you may not be eligible for Customer Match. This applies to payment history too – if you have defaulted on payments or had cards declined then this could affect your eligibility. The $50,000 minimum spend is the real defining factor, however, and many smaller businesses simply might not accrue this much for their PPC campaigns.

Google Ads Customer Match Uses Your Customer Data

It’s vital that you understand that Google Ads Customer Match uses your customer data. You have to physically provide customer data for analysis and integration with your PPC campaigns. Without a wealth of customer data such as sales, expenditure, and demographics, you may not be able to get much use out of the tool. 

The data is typically uploaded to Customer Match in CSV files and Google has an entire policy relating to the usage and retention of the data you submit so don’t worry about improper use or security issues. It employs a range of limitations including data use, data access, data sharing, and data retention to make sure safety and transparency. 

For example, your customer data is never shared with third-party companies unless in a legal process. Additionally, data is only retained for use in the Customer Match process – once this is done, all data is permanently deleted.

Consider Google Ads Customer Match to Improve Your PPC Effectiveness

Customer Match can be incredibly effective at targeting customers and improving the conversion rates and ROI of your PPC ads. The ability to utilize customer data is invaluable as you are tapping into the actual buying habits and browsing patterns of people, as opposed to using theory and the unknown. 

Remember that to use Google Ads Customer Match effectively you must have a range of customer data to submit that can be analyzed. Without this, you won’t get much use from this tool.

Article by:

Joshua George is the founder of ClickSlice, an SEO Agency based in London, UK.

He has eight years of experience as an SEO Consultant and was recently hired by the UK government for SEO training. Joshua also owns the best-selling SEO course on Udemy, and has taught SEO to over 100,000 students.

His work has been featured in Forbes, Entrepreneur, AgencyAnalytics, Wix and lots more other reputable publications.