Important Notice:To ensure compliance with the EU user consent policy and continue accessing Customer Match within the European Economic Area (EEA), Google is enhancing its enforcement measures. Google requires its partners to update to the latest
Google Ads API v15 and begin transmitting consent signals for users in the EEA region. The following are the consent signals it covers:ad_user_data: Indicates consent to send user data for advertising purposes to Google.ad_personalization: Indicates consent for ad personalisation.
- Provide Zeotap CDP with the appropriate consent parameters covering the two consent signals requested by Google(
ad_user_dataandad_personalization) - Establish relevant Consent Orchestration rules to ensure that only users who have consented to perform ad personalisation on Google Products are ingested.
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.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.Use Case #1
A national restaurant chain wants to engage frequent visitors to encourage repeat visits. By uploading mobile device IDs from the loyalty program to Zeotap CDP, the chain can create audience segments based on visit frequency and customer preferences. These segments are sent to Google Customer Match to serve personalized ads across Google Display Network and YouTube, increasing customer retention and driving foot traffic to the locations.Use Case #2
A fitness app aims to retain its active users and promote premium features. By collecting mobile device IDs from the app’s user base and integrating them into Zeotap CDP, the app can create segments based on activity levels, such as users who track workouts regularly. These segments are then sent to Google Customer Match to serve relevant ads across YouTube and Google Display Network, promoting premium subscriptions or in-app purchases.Use Case #3
A large retailer wants to encourage in-store purchases by targeting customers who previously visited their store but did not make a purchase. By uploading mobile device IDs to Zeotap CDP, the retailer can segment customers based on store visit history. These segments are sent to Google Customer Match to serve targeted ads across Google Display Network, offering exclusive in-store discounts or promotions to drive conversion.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.
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.
Supported Identifiers
This channel supports MAIDs only.Available Actions and Supported Features
The following table lists the available action types for the integration and the supported features for each action type:| Action Name | ID EXTENSION | DELETE | DELTA UPLOAD |
|---|---|---|---|
| Send identifiers to Google Customer Match - Mobile Device IDs | ✅ | ✅ | - |
Prerequisites
Ensure that you have details about the below components of Google products available before creating a Destination.Seat ID
This is the ID for your Advertiser account that you can locate next to your account name within the respective 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. For more information about Product Type, refer here.App ID
This is a string that uniquely identifies a mobile application from which the data was collected. For iOS, the ID string is the 9-digit number at the end of the App Store URL. For example, “476943146” for “Flood-It! 2,” with the App Store link http://itunes.apple.com/us/app/flood-it!-2/id476943146 . For Android, the ID string is the application’s package name. For example, “com.labpixies.colordrips” for “Color Drips,” with the Google Play link https://play.google.com/store/apps/details?id=com.labpixies.colordrips.Note that this ID is required when creating CrmBasedUserList for uploading mobile advertising IDs.
Product Type
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 (Display & Video 360), 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.
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
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:
Note:This integration is available in Audiences and supports only MAIDs. We are legally not allowed to add any extensions to the MAID-based segments. Therefore, MAID uploads are allowed only if they are first-party and are onboarded by the client.
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 theINVITE_PARTNER or INVITE_ADVERTISER products in the API service.
Perform the following steps to link Zeotap to DV360 account:
Create a Destination for GCM (Mobile Device IDs)
Once you have completed the prerequisites mentioned above, perform the following steps to create a Destination for Google Customer Match (Mobile Device IDs):
Click Google Customer Match (Mobile Device IDs).
A screen appears displaying details about the particular destination towards the left. On the right-hand side of the screen find a list of fields that are required for the integration to be established. Enter the required details as mentioned in the following steps:a. Enter a name for the Destination.b. Enter the Seat ID number on which the client has requested the Segment. Learn morec. Enter the App ID. Learn mored. Select the appropriate Product Type that the Seat ID belongs to. For more information about the Product Type, refer to the Components of Google Customer Match (Mobile Device IDs).e. Review all the values entered above and then click Next to proceed.
In the Action and mapping screen that appears, under Choose your Action, choose Send identifiers to Google Customer Match - Mobile Device IDs as your action to send MAIDs to Google Customer Match. Ensure to map the corresponding Catalogue field to the Destination field.
Link an Audience to the GCM (Mobile Device IDs)
For information about how to link an Audience or segment to the created Destination in the Audiences application, refer here. It can take up to three business days for segment to be available at the Google Customer Match (Mobile Device IDs) seat. Note that the segments created on GCM appears in the format:{Audience Name}_{Audience Id}.
Note:The terms Audiences and Segments are used interchangeably to refer to customer cohorts belonging to a specific category.For example, an Audience or a segment can be a specific group of customers who are over 18 years of age and haveperformed an
addToCart event within the last 30 days.View Segments on Google Ads
Perform the following steps to view the segments pushed to Google Ads:Under Your data segments, you can view the list of all the segments pushed. You can find the ‘Customer list’ for any segment pushed through Google Ads along with the customer contact information tied to the particular segment under the Customer Type column. For Example, Customer list (Mobile Device IDs) or Customer list (Customer contact information).
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.
Note:For more information about this functionality, refer here.