Customer Match for TrueView line items

Customer Match lets you serve ads based on data about your customers that you share with Google. With Customer Match targeting, you can also reach new users by targeting similar audiences to your most valuable customers.

Customer Match is only available for TrueView line items (TrueView and bumper ad formats). It only supports targeting users who are signed into their Google accounts on YouTube. It does not support targeting traffic on Google video partner sites.

How Customer Match works

To enable this feature, contact your account manager.

Overview

  1. You upload a data file of contact information your customers have given you.
  2. You create or update an existing line item to target your Customer Match audience.
  3. When those users are signed into their Google account on YouTube, they see your TrueView ads.

For more information about how Google uses the data files you upload for Customer Match and how the matching process works, please read How Google Marketing Platform uses Customer Match data. All accounts using Customer Match must comply with our Customer Match policies.

Membership duration

Customer Match lists don’t expire, and membership duration is unlimited by default. You can control how long your customers are kept in a Customer Match audience. We recommend refreshing your list regularly.

Similar audiences

Similar audience targeting based on your Customer Match audiences will be automatically created if your Customer Match audiences meet minimum eligibility criteria. When a similar audience is available, you will see it under first-party audience list targeting in your TrueView ad groups.

User choice and control

Google users can control the ads they see on Google services, including Customer Match ads, in their Google Ad Settings.

Upload data files and target your Customer Match audience

Step 1: Upload Customer Match data files

  1. From your Display & Video 360 advertiser, click Audience Lists on the left menu.
  2. Select New Audience > Customer match.
  3. Enter a Name for your list and an optional description.
  4. Select a Data type from the dropdown.
  5. Upload a file by dropping a file or by clicking Browse.

     

    Basic formatting guidelines

    Your data must be in a CSV file. Use a template or create your own file using a combination of the following header names in English: "Email", "Phone", "First Name", "Last Name", "Country", and "Zip".
    If you're uploading user IDs, it must be a separate file with "User ID" as the only header.
    To keep your data secure, you can hash your customer data yourself using the SHA256 algorithm.
    Minimum number of entries/rows: 1,000 30-day active users.

    Column formatting guidelines

    Email address matching: Use “Email” as the column header name in your data file.
    Phone matching: Use “Phone” as the column header name in your data file.
    Mailing address matching: For mail address matching, your data file must contain these 4 column headers: “First Name,” “Last Name,” “Country,” and “Zip.” If any of the required column header names are missing, your upload will likely result in an error.
    Combined email address, mailing address, and phone matching: Your file must contain these 6 column headers: “Email,” “Phone,” “First Name,” “Last Name,” “Country,” and “Zip." If you have multiple email addresses, mailing addresses, or phone numbers for a single customer, your file may include multiple “Email,” “Zip,” or “Phone” columns.
    User ID matching: Use "User ID" as the only column header in your data file.

    Formatting guidelines for uploading unhashed data

    If you upload a list of contact information in plain text, Display & Video 360 will hash them using the industry-standard SHA256 algorithm. Hashing takes into account capitalization and spaces, so you'll need to make all characters in each entry lowercase and remove any extra spaces before or after each entry.
    Email
    • Include a domain name for all email addresses (for example, gmail.com or hotmail.co.jp)
    • Remove any spaces in between the email address

    For example:

    • example@email.com
    • test@gmail.com
    Phone
    • Include the country code

    For example:

    • 1 (234) 567-8910
    • 81-12-3456-7891
    • 02 1234 5678 
    First name
    • Don’t include prefixes (ex: Mrs.)
    • Accents are allowed

    For example:

    • john zoë
    Last
    name
    • Don’t include suffixes (ex: Jr.)
    • Accents are allowed

    For example:

    • smith
    • smith-jones
    • pérez
    Country
    • Use ISO two-letter country codes
    • Include the country code even if all of your customer data is from the same country

    For example:

    • US for United States
    • SG for Singapore
    Zip
    • Both US and international zip and postal codes are allowed
      • For United States:
      • 5 digit codes are allowed
      • 5 digits followed by 4 digit extension are also allowed and may improve your match rate
    • For all other countries:
      • Leave out postal code extensions

    For example:

    • 94303
    • 94303-5300
    • WC2H 8LG 
    User ID
    • Use a single column labeled "User ID"

    Formatting guidelines for uploading hashed data

    If you prefer to upload hashed entries, you must use the SHA256 algorithm. Learn more
    Email
    • Include a domain name for all email addresses (for example, gmail.com or hotmail.co.jp)
    • Lowercase all characters
    • Remove any extra spaces before, after, or in between the email address

    For example:

    • example@email.com
    • test@gmail.com
    Phone
    • Format phone numbers using the E.164 format
    • Include the country code

    For example:

    • 1 (234) 567-8910
    • 81-12-3456-7891
    • 02 1234 5678 
    First name
    • Don’t include prefixes (ex: Mrs.)
    • Accents are allowed
    • Lowercase all characters
    • Remove any extra spaces before, after, and in between

    For example:

    • john
    • zoë
    Last
    name
    • Don’t include suffixes (ex: Jr.)
    • Accents are allowed
    • Lowercase all characters
    • Remove any extra spaces before, after, and in between

    For example:

    • smith
    • smith-jones
    • pérez
    Country

    Don’t hash country data

    • Use ISO two-letter country codes
    • Include the country code even if all of your customer data is from the same country

    For example:

    • US for United States
    • SG for Singapore
    Zip

    Don’t hash Zip data

    • Both US and international zip and postal codes are allowed
    • For United States: 
      • 5 digit codes are allowed
      • 5 digits followed by 4 digit extension are also allowed and may improve your match rate
    • For all other countries: 
      • Leave out postal code extensions

    For example:

    • 94303
    • 94303-5300
    • WC2H 8LG 
    User ID Don’t hash User ID data

     

  6. (Optional) Choose an Expiration date for the contact information in the list. The default membership duration is unlimited.
  7. Review that your upload complies with the Platform program policies and Customer Match policies.
  8. Click Save. Your list will start processing after it’s uploaded. This may take up to 3 hours to complete. 

Step 2: Target your Customer Match audience in your TrueView line item

  1. From a new or existing line item, navigate to the Ad groups section.
  2. In the Targeting section, select Add targeting > Audience lists.
  3. From the 1st Party tab, select the name of your Customer Match audience.
  4. Click Done and continue setting up your TrueView line item.
  5. Save your TrueView line item. 

Updating phone numbers, street addresses, and email addresses in your Customer Match audience

We strongly recommend updating your Customer Match audiences regularly so that you are targeting customers that are most valuable to your business.

You can append new phone numbers, street addresses, email addresses, and Device IDs to an existing Customer Match audience by uploading more to an existing list. You cannot remove or replace any from an existing list. You will need to make a new Customer Match audience list for these changes.

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