To use Google Customer Match you must follow these steps:
Sign in to AdWords.
Tap Shared Library .
Click on Public .
Click + Remarketing List and select “ Customer Emails ” from the drop-down menu.
Please enter a name.
Select “ Upload customer email addresses .”
Select the file you want to upload, which must be in .csv format and must not exceed 17 MB.
Enter a link to a page where users can manage their preferences for receiving email from you, including the ability to unsubscribe from mailing lists.
Sets the duration of the membership.
Check the box “ This data has been collected and will be shared with Google in accordance with Google policies .”
Click Upload and save list . The list may take up to 3 hours to complete.
Add the list of customer email addresses to the campaign.
If you want to show ads in Gmail, add the list to a Display Network Only campaign that uses “ Gmail Ads ” from the “ Ad Gallery .” To do this, open the campaign, click the Display Network tab , and click + Targeting . Choose the campaign and ad group, click “ Add targeting ,” and select “ Interests and remarketing .” Then, click “ Remarketing lists ” and choose a list.
If you want to show ads on Google Search, add the listing to a Search Network Only or Search with Display Select campaign .
If you want to show ads on YouTube, add the listing to an Online Video campaign .
Is Google Customer Match better than other audience management tools?
All social networks have been incorporating advertising into their environment, so they have all opted to generate tools similar to AdWords or Customer Match to be able to generate different jobs related to advertising and audiences. LinkedIn has launched Matched Audiences and Facebook has Facebook Custom Audiences.
In comparison, LinkedIn comes out ahead against Facebook and Twitter. The first explanation for finding that Facebook and Twitter are losing out to LinkedIn in attracting professional profiles is because their users rarely register with their work emails. On LinkedIn, being a professional social network, this exchange of information is favourable, since the effort to reach a more segmented and professional audience is less .
When segmenting by email, you need to have the data that allows you to reach users. Since it is a work email, it is more likely that it will be attended and opened during working hours. This means that customers will be exposed to your campaigns for a longer period of time, since it is not so common for users to find themselves in front of their personal email for many hours.
Approximately 15% of Facebook users are successfully reached through Facebook Custom Audiences, compared to 75% reach through LinkedIn Matched Audiences .
What is Google Customer Match better at?
In the inevitable comparison of different tools, Google Customer Match has a much larger reach than what moves on the Internet . It should be noted that both Facebook and LinkedIn are limited to their own users, while Google has users on YouTube, Gmail, search engines, etc. A competitive advantage is being able to reach this larger audience.
In comparison, 72% of adults who use the internet visit Facebook at cv data least once a month, while 93% do so on the Google search engine. To this we should add YouTube or Gmail users, which would widen their reach.
We must also bear in mind that Google has various platforms for advertising. Again, it is not the same to have a single platform or to be able to diversify it into more than one. Advertising on Google can be done on search engines, on its display platforms, in email or on YouTube.
How can Facebook Custom Audiences be better?
Unlike Google, where the main advantage is the broad reach of the public, Facebook allows you to find users who share tastes and interests . Facebook's main advantage is in finding a similar audience that shares common ground.
Facebook knows it cannot compete with the breadth that Google offers, so its strategy is based on selling search and segmentation of similar and peer audiences. Google can compete with this if users use its browser, Google Chrome, since it has access to user data, but otherwise, the detailed knowledge of the audience that Facebook offers is not found by Google Custom Match.