Did you know that marketers can make £8 for every £1 spent on Google Ads? That's a pretty impressive return on investment.
To achieve this level of ROI, businesses rely on tools like Google Customer Match, which allows them to harness their existing customer data for highly targeted advertising campaigns and reduced Customer Acquisition Costs.
But what exactly is it, and how does it work?
Key takeaways:
Google Customer Match lets you create audiences in Google Ads and target people you already know across Search, YouTube and Gmail. The tool leverages first-party data (email addresses, phone numbers, etc.).
This approach boosts performance in a privacy-first context by improving matching and personalisation, without relying solely on third-party cookies.
With our composable CDP, you can automate audience updates and activate your segments faster, while keeping your data centralised in your data warehouse.
👉 Discover the full potential of this solution for your consumer audience–based strategies. Learn best practices for making the most of the integration between DinMo and this powerful tool. 🔍
What is Google Customer Match?
Google Customer Match is a feature within Google Ads that allows you to use your customer data to create tailored audiences for your advertising campaigns. You can think of it as remarketing in a way but with more detailed information about the targeted customers.
💡 Remarketing involves targeting people who have already interacted with your business (visiting your website, filling in a contact form, etc.). If you collect information such as postal addresses or email addresses, you can use it to build audience lists and serve ads to those users.
When it comes to data management, many advertisers still rely on traditional methods. They upload a file containing customer details such as email addresses, names, phone numbers and postal addresses, then build a campaign to target the customers listed in that file.
There are, however, more modern ways to segment your prospects. With Google Customer Match, businesses can reach customers who have shown interest and are more likely to convert.
Customer Match Process (Credit: Google)
How does it work in practice?
Google uses its vast database to match customers' information with users to determine who should see the ads. When a customer's information matches with a Google user, that customer is added to the advertiser's Customer Match Audience.
The defined and imported audiences can be used for advertisements on Google Search, Youtube, Gmail, and the Google Display Network.
💡 Let's take an example. Let’s say you run an online clothing store and you're having a really big sale. You want to advertise it to people who are more likely to shop with you.
In this case, you want to target the people who signed up for your email newsletter. You can upload your email list to Google Ads and get your display ads to show up in front of people on that list using Google Ads Customer Match.
It is then possible to create a Google Ads advertisement and adopt different audience strategies (targeting, exclusion, lookalike).
Google Customer Match differs from Enhanced Conversions.
The former is used to build audiences based on your first-party data, while the latter is primarily designed for measurement and attribution, improving the conversion signals sent to Google.
Used together, they help enhance both targeting and bidding performance.
Why should you use Google Customer Match?
Well, it’s almost in the name. You can match your ads to customers who are already familiar with your business. If someone was willing to give your business their information, they’re interested in what you offer.
If you collect emails on your site, Customer Match lets you do more than just send emails from your business. You can reach this audience outside of their inboxes, in places like YouTube, Google search, and in the huge network of websites that show display ads.
With Customer Match, you use your proprietary data to share valuable insights about your customers. This helps strengthen existing relationships or build new ones across Google’s various properties.
It’s an opportunity worth seizing, especially as cookie-based retargeting has become more complex due to privacy concerns and regulatory changes.
Unlocking the benefits
Google Ads Customer Match provides a plethora of advantages for advertisers, including:
Building customer relationships:
Personalised campaigns: 71% of consumers prefer ads tailored to their interests: personalisation is essential. With Customer Match, you leverage the information your customers share with you, both active and passive, to build targeted campaigns and deliver tailored offers.
Boosting repeat purchases: By identifying suitable products for each customer, Customer Match increases the chances of up-selling or cross-selling, leading to more purchases from familiar customers and reducing the need for extensive campaigns.
Expanding reach: Customer Match extends beyond existing customers, making it useful for B2B industries with long sales cycles. It can be integrated into account-based marketing strategies to educate and guide potential customers.
Optimising campaign performance:
Scalable alternative audience strategy: As the world moves away from cookies, Customer Match lists become essential for reaching valuable users without relying on traditional website tracking. They ensure scalability and effectiveness.
Enhanced Smart Bidding and targeting: Customer Match lists are crucial for Smart Bidding and optimised targeting, improving campaign performance. Over time, more campaign types will incorporate customer lists, further enhancing targeting capabilities.
How can you make the most of it with DinMo?
In addition to its comprehensive suite of functionalities, DinMo offers seamless integration with Google Customer Match. By combining the capabilities of DinMo's Data-Led Growth Platform with Google Customer Match, businesses can unlock new opportunities for data-driven growth and enhance their marketing strategies.
Here's how you can leverage DinMo with Google Customer Match:
Data enrichment and audience expansion: Combine DinMo with Google Customer Match to enrich customer data and expand your audience using Google's vast data network. This enables the creation of refined segments for targeted campaigns.
Audience segmentation and customisation: Use DinMo's no-code Audience Builder to create custom segments and import them into Google Ads via Customer Match for precise targeting and tailored ads.
Cross-channel remarketing: Integrate DinMo with Google Customer Match for cross-channel remarketing campaigns, retargeting customers across multiple Google properties to increase engagement and conversions.
Lookalike audience expansion: Analyse existing customer data with DinMo to create lookalike audiences that reach new prospects with similar characteristics to valuable customers. Target these audiences through Google Ads for expanded reach.
Measurement and optimisation: Utilise DinMo's analytics tools and Google Ads conversion tracking for campaign performance measurement, customer journey insights, and optimised marketing strategies, leading to improved ROI and sustainable growth.
Learn how to use DinMo with Google Ads in just a few simple steps:
To get started, connect DinMo to your Google Ads account.
After connecting your accounts, you are ready to create an audience in DinMo using all the available data in your Knowledge Store. The audience will be used for your Google Ads campaigns.
Once you have created your audience in DinMo, you can share it with Google Ads.
Google Ads will match your audience with their known users using Customer Match, and you can check the resulting match rate in DinMo.
DinMo automatically updates your audience, ensuring that it is always current and accurate. Refer to our documentation on Google Ads if you want to learn more.
Thanks to this seamless integration, you can easily create qualified audiences and use them for successful marketing campaigns on Google Ads!
Sync your customer data with Google ads in few click using DinMo Platform
Conclusion
Google Customer Match offers businesses valuable opportunities for targeted advertising using customer data. By implementing best practices, businesses can leverage this tool for data-driven growth.
Personalising ads, segmenting audiences, and measuring results are key to success. Combining DinMo's Data-Led Growth Platform with Google Customer Match enhances marketing efforts through enriched customer data, tailored segmentation, cross-channel re-marketing, lookalike audience expansion, and effective measurement and optimisation.
Export audiences directly from your data warehouse to Google Ads to re-engage them across multiple platforms (Google Search, Shopping, Gmail, YouTube and Display). Keep your customer lists synchronised with Google Ads in just one click.
At DinMo, leading brands such as Kappa, Kruger, Interflora and Huel trust us to activate data from their warehouses to fuel growth. Get in touch today to learn how we can help you unlock the full value of your customer data.
