Google Customer Match (Customer Contact Information)

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Overview

Google Customer Match is a powerful advertising feature that allows marketers to target their own customer data in Google Ads campaigns. Integrated with Zeotap, it allows marketers to use the online and offline data to reach and re-engage with their customers across Search, the Shopping tab, Gmail, YouTube and Display. You can use Google Ads or DV 360 depending on your role and your requirement.

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Use cases

To clarify when and how to use the Google Customer Match destination, consider the following use cases that organisations can address using this integration.

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Use Case #1

A home appliance retailer aims to connect with its existing customers on Google Search and YouTube. By analysing purchase histories and preferences, the retailer can personalise promotions for specific product upgrades or accessories. They can upload email addresses from their CRM to the Zeotap CDP platform, build tailored audience segments, and send them to Google Customer Match. This enables precise targeting for their ad campaigns, enhancing customer engagement while improving return on ad spend.

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Use Case #2

A travel agency wants to re-engage lapsed customers by showcasing tailored travel packages on Google Display Network and Gmail ads. By importing email data from their CRM into Zeotap CDP, the agency can build audience segments based on past travel preferences, such as destinations and seasons. These segments can be sent to Google Customer Match for use in targeted campaigns, encouraging customers to plan their next trip.

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Use Case #3

An e-commerce brand specialising in eco-friendly products seeks to promote its new product line to loyal customers on Google Shopping. The brand can upload their email database into Zeotap CDP, identify customers who purchased similar products in the past, and create a segmented audience. By sharing these segments with Google Customer Match, they can display tailored ads on Google Shopping, maximising visibility and driving sales for the new product line.

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Use Case #4

Businesses can suppress ads for existing customers or those who do not wish to be targeted. By creating suppression segments in Zeotap CDP and uploading them to Google Customer Match, brands can ensure these audiences are excluded from ad campaigns, optimising ad spend and respecting customer preferences.

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Use Case #5

Brands can target new prospects similar to high-value customers using lookalike audiences. By identifying high-value customer segments in Zeotap CDP and sending them to Google Customer Match, businesses can reach similar prospects and allocate higher budgets to these segments. Similarly, for low-LTV audiences, businesses can use lower cost limits to optimise spending and maximise ROI.

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Requirements for Using Google Customer Match

Customer Match is not available for all Advertisers. To use Customer Match, the account must have the following details:

• A good history of policy compliance
• A good payment history
• At least 90 days history in Google Ads
• More than 50,000 USD total lifetime spend. For advertisers whose accounts are managed in currencies other than USD, your spend amount will be converted to USD using the average monthly conversion rate for that currency.

For complete information about the requirements for using Google Customer Match, refer to the Google Help documentation. These guidelines apply to advertisers using Customer Match for campaigns on Search, Shopping, Display, YouTube or Gmail.

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Target Audience

Customer Match is a useful advertising tool for many business goals, from increasing brand awareness to driving conversions. Here are a few examples of different audiences you can target with Customer Match:

• On the Search Network and the Shopping tab, you can optimise your campaigns by adjusting your bid based on what you know about your customers’ activities.
• On Gmail, you can reach your customers or similar audiences using personalised ads at the top of their inbox tabs.
• On YouTube, you can reach new audiences, by targeting audiences similar to your most valuable customers.
• On Display, you can reach your customers or similar audiences using personalised ads on the Google Display Network.

Customer Match lets you use first-party data to share the unique insights you have about their customers beyond Google’s understanding. That can allow deeper existing customer relationships–or build new ones–across all of Google’s properties in a privacy-safe way. This is becoming increasingly important as Google phases out cookie-based re-marketing due to privacy, browser and regulation changes.

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Supported Identifiers

This integration supports hashed phone numbers in E164 format and hashed email addresses (mostly Gmail).

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Available Actions and Supported Features

The following table lists the action types available for the integration and their supported features:

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Prerequisites

Ensure that you have below details available before creating a Google Customer Match Destination in Zeotap CDP.

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Seat ID

This is the unique ID assigned to your Advertiser account that you can locate next to your account name within the respective Google products. Note that you can add Seat ID for Google Ads and Google DV360 through this integration. Depending on the product that your Seat ID is associated with, you have to choose the corresponding Product Type.

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Supported Product Types

Based on the platform you want to use and your role, choose the Google product that matches your requirement. You can either use Google Ads (AdWords) or Google DV360 (Display & Video 360).

• If you are using Google Ads, then choose ADWORDS as your Product Type. This allows you to serve ad campaigns on Search, the Shopping tab, Gmail, YouTube and Display.
• If you are using Google DV360, a demand-side platform (DSP) for managing and optimising digital ad campaigns across channels like display, video, and connected TV, then choose from the below options.
  • INVITE_PARTNER - Select this option if you are a Bid Manager Partner. A Partner manages multiple advertiser accounts under a single account, typically used by agencies or organisations handling campaigns for multiple clients.
  • INVITE_ADVERTISER - Select this option if you are an Bid Manager Advertiser. An Advertiser represents a single brand or organisation running its own campaigns in DV360 Key Differences Between a Partner and an Advertiser in DV360

    Aspect	Bid Manager Partner	Bid Manager Advertiser
    Role	Manages and oversees multiple advertisers.	Represents a single advertiser’s account.
    Hierarchy	Higher-level entity in the DV360 structure.	Sub-account within a partner.
    Responsibilities	Sets policies, manages billing, and organises advertisers.	Focuses on campaign creation and execution.
    Use Case	Agencies or organisations managing several clients or business units.	Individual brands or advertisers.

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Whitelist Zeotap on Google Products

To send audience (segments) from Zeotap CDP to Google Ads or DV360, you must first whitelist Zeotap on the platform you wish to use. Whitelisting is required for successful audience/segment creation; without it, the segments will fail. Follow the instructions below to whitelist Zeotap on either platform:

• Whitelist Zeotap on Google Ads
• Whitelist Zeotap on Google DV360

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Whitelist Zeotap on Google Ads

To send audience segments from Zeotap CDP to Google Ads, ensure that you whitelist Zeotap CDP by performing the following steps:

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Whitelist Zeotap on Google DV360

A customer must perform a one-time initial mapping of your DV360 Advertiser or Partner ID to Zeotap before Zeotap can ingest any data into DV360. Also, ensure to provide the DV360 entity object (Partner or Advertiser) ID that you are associated with. This helps you know whether to push to the INVITE_PARTNER or INVITE_ADVERTISER products in the API service. Perform the following steps to link Zeotap to DV360 account:

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Create a Destination for GCM (Customer Contact Information)

Once you have completed the prerequisites mentioned above, perform the following steps to create a Destination for Google Customer Match (Customer Contact Information) in Zeotap CDP:

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Link an Audience to the GCM (Customer Contact Information)

For information about how to link an Audience or segment to the created Destination in Audiences application, refer here. It can take up to three business days for segment to be available at the Google Customer Match (Customer Contact Information) seat. Note that the segments created on GCM appears in the format: {Audience Name}_{Audience Id}.

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View Segments on Google Ads

Perform the following steps to view the segments pushed to Google Ads:

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User Disqualification from Audiences

This integration supports user disqualification from audiences. That is, a user can be disqualified from an audience (segment) for various reasons, such as not meeting audience criteria, consent requirements or other conditions set for a particular audience.

• When a user disqualifies from an audience, Zeotap CDP initiates a user deletion request in the next refresh cycle. These requests are sent to the audiences linked to the specific destination.
• The disqualified users are excluded from the audiences based on the configured refresh frequency for a particular audience.
• User disqualification is a programmatic process that works automatically. You do not need to specify anything to trigger the disqualification and exclusion of users from audiences.