When it comes to navigating Google Ads with the new and incoming privacy, browser and regulation changes, Google developed their Customer Match tool to help bridge the gap, enabling organisations to better leverage their 1st party data for advertising campaigns.
In this post, we look at how Google Customer Match benefits marketers and advertisers, and how to execute faster, more targeted campaigns securely using a Google CMU Partner like Wondaris.
A quick look at Google Customer Match
Google’s Customer Match is an advertising tool that enables users to create custom segments by utilising their 1st party data of existing customers/audiences. Google matches the 1st party data that you provide against its own user profiles (whilst protecting and disassociating all user information once an audience is created). Advertisers can target known audiences across search, display, video, shopping and Gmail campaigns.
A number of benefits of using Customer Match, including the ability to:
Want to know more? Our parent company, XPON, delved deeper into the benefits of Customer Match in their 2022 article.
Why using a Customer Match Partner leads to simpler, faster customer engagement
On its own, the current process with Google Customer Match is very manual. First, you must segment and download relevant audience 1st party data to format for Google Ads using one of Google’s provided Google Sheet templates. Next, you must then upload and await the matching process to match your customer data to Google Accounts, and then repeat this process with each audience you wish to create.
Having to do this manually, particularly with large volumes of data and/or data silos, is inefficient, and time-consuming; particularly if you are running numerous campaigns to segments of audiences. This is where organisations find the benefits of a Customer Data Platform (CDP) that is also a recognised Google Customer Match Partner to be a huge advantage (check out our recent article for more information about using a CDP to shift from 3rd to 1st party data).
In May last year, Wondaris became an official Google CMU Partner. Wondaris joined a group of endorsed 3rd party providers that are able to upload data via a native integration, thereby mitigating the data security and integrity risks involved with manual data entry processes.
From a useability perspective, the partnership means our clients are able to upload high-value audiences securely through simple and clickable workflows. Specifically, Wondaris allows for the integration of your own unique customer data (both online and offline) from your CRM into Wondaris for segmentation, and then be natively added into Google Ads. Combining the powers of an approved CDP with Google Customer Match makes for a much faster, more efficient process, whilst giving advertisers confidence that they are activating data from all possible sources, in a secure, privacy-compliant way. Together, they give brands and organisations the capability to scale campaigns, achieve greater reach and engagement, and ultimately improve customer experience.
The Wondaris CDP allows you to link all of your business and marketing data sources so you can better understand what’s driving people to your brand and how you can ensure they stay loyal to you long-term. Connect with the Wondaris team today to find out more about the benefits of working with a CDP partner.
Want to try Wondaris? Get in touch.
When it comes to navigating Google Ads with new privacy, browser, and regulation changes, Google developed their Customer Match tool to help bridge the gap, enabling organisations to better leverage their 1st party data for advertising campaigns.