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Upload data files and manage your Customer Match audiences

This article explains the steps you need to follow to upload your data files and create and manage your Customer Match audiences.

Before you start

For an overview of how Customer Match works, read about Customer Match. For more information about how Google uses the data files you upload and how the matching process works, read How Google uses Customer Match data.

Instructions

  1. Sign in to AdWords.
  2. Click Shared library.
  3. Click Audiences.
  4. If you’re creating a remarketing list for the first time, then you’ll see several remarketing options. Under "Customer emails," click Create list. If this isn't the first remarketing list that you've created, click +Remarketing list and select "Customer emails" from the drop-down menu.
  5. Enter a name.
  6. Select "Upload customer email addresses".
  7. You may upload a list of email addresses that you have already hashed using the SHA256 algorithm, or, if you upload a list of email addresses in plain text AdWords will hash them for you using the same SHA256 algorithm, which is the industry standard for one-way hashing. Please note, hashing takes into account capitalisation and spaces, so you'll need to prepare your email addresses in order for matching to work. Make all the characters in the email addresses lower case and remove any extra spaces before or after the email addresses.
  8. Within AdWords, select the file. Make sure that it meets the requirements described below.
  9. Set a membership duration. The default membership duration is unlimited, but you can set a custom time limit.
  10. If you agree, tick the box "This data was collected and is being shared with Google in compliance with Google's policies".
  11. Click Upload and save list. You can view the progress of uploading your data file under "Audiences". This process may take take up to 3 hours to complete.
  12. Add your Customer Match audience to your campaign. It may take up to 12 hours for your campaign to start serving.
    • For YouTube: add your Customer Match audience to an "Online video" campaign.
    • For Gmail: add your Customer Match audience to a "Display Network only" campaign that uses Gmail ads from the Ad gallery. To do this:
      1. Open the campaign and click the Display Network tab.
      2. Click + Targeting and choose your campaign and ad group.
      3. Click Add targeting and select "Interests and remarketing",
      4. Click "Remarketing lists" and select an audience.
    • For Search: add your Customer Match audience to a "Search Network only" or "Search Network with Display Select" campaign.

Data file upload requirements

  • The data file must use the .csv format and must be no more than 5GB. For larger lists, repeat the steps described in the "Add email addresses" section, to add as many files as necessary.
  • The email addresses must be collected in compliance with the Customer Match policies.

Fix errors or issues with your list

Error/Issue Fix
Check email addresses Make sure that email addresses follow this format: someone@example.com. Remember to add the domain, such as .com or .net
Check formatting Separate email addresses with a line break or comma. Don't separate email addresses with just a space or semicolon
File is too large Split your file into smaller files and upload them
Upload error Check your file for formatting errors and upload it again

Update your email files

To replace all of the data in the existing upload file with a new file, use the "Replace existing list with a new file" option. To add or remove specific email addresses, use the "Add more email addresses" or "Remove email addresses" options.

Tip

Refresh your Customer Match audiences regularly so that the customers who are important remain in your audiences targeting.

Replace your existing file
  1. Click on Shared library.
  2. Click Audiences.
  3. In your table of remarketing lists, click your customer emails list.
  4. Click the Pencil icon.
  5. Select the "Replace existing list with a new file" option.
  6. Choose your new file.
  7. Click Upload and save list.
Add email addresses
  1. Click Shared library.
  2. Click Audiences.
  3. In your table of remarketing lists, click your customer emails list.
  4. Click the Pencil icon.
  5. Select the "Add more email addresses" option.
  6. Choose the data file that contains the email addresses that you want to add.
  7. Click Upload and save list.
Remove email addresses
  1. Click Shared library.
  2. Click Audiences.
  3. In your table of remarketing lists, click your customer emails list.
  4. Click the Pencil icon.
  5. Select the "Remove email addresses" option.
  6. Choose the file that contains the email addresses that you want to remove.
  7. Click Upload and save list.
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