Google Ads Customer Match lets you find your existing audiences among Google users. You can leverage this remarketing option to engage with users outside of your platform, such as your mobile app or website, via ads on Google-owned sub-platforms Google Search, Google Display, Google Shopping, YouTube, and Gmail.
Architect allows you to easily set up Google Ads Customer Match for all your users or based on specific user segments and behavioral triggers. You can create these segments based on users' past behavior, user properties, and real-time interaction on your platform. You can use conditions such as custom attributes or events to trigger Google and send users to the custom audience on Google.
How does it work?
Insider uses Google Ads API to pass users to Google and fetch information from Google. We use two attributes to identify and match users to audiences: Email address (a Gmail account) and phone number.
- When sending data to Google, Insider executes hashing according to the SHA256 hash.
- The audience can be updated anytime via API without the need for users to revisit the platform.
- After you launch your journey, the users who reach the Google Ads channel in the journey are passed into the selected Google Ads Audience if they use an email or phone number that matches the one used for accessing their Google account.
- You can add users to or remove them from the selected Audience via Google Ads channel.
- You can also create an audience within the element’s inner page that will show up in your Google Ads account.
Use Cases
With the Google Ads channel in your journeys, you can:
- Create sophisticated audiences for lookalike targeting,
- Retarget customers who might not have visited your website for a while,
- Retarget users who are less responsive to other marketing channels,
- Create audience suppression to prevent users from receiving advertisements when they are already loyal consumers of your brand,
- Target high-value users via Google-owned domains such as Google Search, Google Display, Google Shopping, YouTube, and Gmail to convert them.
Tips & Tricks
- Architect enables you to design smart journeys to reach the right users. You can use the Check Reachability element before adding the Google Ads Customer Match element to understand users who are eligible to be passed into a custom audience. You can take another action on users or send messages by channels to avoid losing users in the flow.
- Targeting a well-segmented audience is important, as remarketing is costly for converting users. You can use advanced segmenting options for journeys to track users' past behavior and actions and pass them to an audience.
Get started with Google Ads Integration.