Google has announced it is providing Google Analytics users access to Customer Match – a feature that helps maximise coverage for remarketing efforts, ensuring that your paid campaigns reach the most relevant audiences.
Earlier this month (November 20), Google published information in its Analytics announcements to state that GA4 users could now use customer match to “supplement Analytics audiences exported to your link Google advertising products, like Google Ads, Display & Video 360 or Search Ads 360.
Why is this beneficial?
This is a useful feature if your audience data includes user-provided data – data that is consented, first-party data such as first name, last name. email address, phone number, home address, postcode and city, that you might be collecting via your website.
Customer match will match this consented, hashed customer data with Google data, providing much better insights to target the most relevant audiences possible with your advertising campaigns.
This is a great alternative to manually creating customer lists in Google Ads, therefore reducing the time to get campaigns live and working.
Here are some examples of some of the different audiences you can look to engage with when you use customer match across some different Google Ads products
- Search Network and Shopping tab – adjust your bidding strategies based on what you know about customer activities
- Gmail – engage customers (existing or potential) with similar interests using the ads that appear at the top of their inboxes
- YouTube – reach new segments by targeting those who have the most similar interests to your valuable customers
- Display – find those people who have similar interests and use personalised ads via the Google Display Network.
How to enable customer match
If you are using Google Analytics audiences in your Google advertising products already, then you will need to set up user-provided data collection for your website.
If you are not using Google Analytics audiences with Google advertising products, then firstly link your Google Analytics property with the products and enable ‘personalised advertising’.
Customer match is in ‘open beta’, therefore may be subject to change as more people start to use it. Learn more about it here.
For more information on this or how to get the most from your paid advertising activity, contact us today.
