Google Ads Customer Match Feature is an AI Essential
Customer Match in Google Ads is a feature that allows advertisers to use first-party data (their own online or offline data) to reach relevant new users, and re-engage with existing customers across Google's properties.
In a world where privacy prevails and we seem to be completely doing away with cookies, this feature will help you learn more about your actual customers, and will give Google valuable information to go out and find more of the same people.
Customer Match is included as a fundamental foundation in Google’s latest AI Essentials Tool.
How I Use Customer Match
Keeping in touch with customers across the web - re-engaging with customers to up-sell, cross-sell, or promote new products to. Having segments like this allows advertisers to deliver unique/bespoke messaging to users who already know the brand.
Ignoring customers - the opposite of the above, simply excluding the customers who already know the brand.
Finding others who are similar to customers - creating similar segments or lookalike audiences based on the first-party data. Finding new audiences to target who are more reliably similar to users who have already converted.
Understanding the make-up of customers - well, just demographics really.