Starting on May 1, 2023, similar audiences (or segments) will be gradually phased out as a targeting feature. Learn more about this latest change to audience targeting
To provide a comprehensive and consolidated view of your Audiences and make audience management and optimization simpler, you’ll find the following improvements in Google Ads:
- New audience reporting
Detailed reporting about audience demographics, segments, and exclusions is now consolidated in one place, the “Audiences” tab within the left page navigation menu. You can also easily manage your Audiences from this report page. Learn more about Audience reporting
- New terms
We’re using new terms on your audience report and throughout Google Ads. For example, “audience types” (these include similar, custom, in-market, and affinity) are now referred to as audience segments and “remarketing” is now referred to as “your data”. Learn more about the updates to Audience terms and phrases
Customer Match lets you use your online and offline data to reach and re-engage with your customers across Search, the Shopping tab, Gmail, YouTube, and Display. Using information that your customers have shared with you, Customer Match will target ads to those customers and other customers like them.
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 optimize your campaigns by adjusting your bid based on what you know about your customers’ activities.
- On Gmail, you can reach your customers or new potential customers with similar interests using personalized ads at the top of their inbox tabs.
- On YouTube, you can reach new segments, by targeting segments similar to your most valuable customers.
- On Display, you can reach your customers or new potential customers with similar interests using personalized ads on the Google Display Network.
This article explains how Customer Match works. You can also read more in Your guide to Customer Match.
Before you begin
If you’re ready to upload your Customer Match data, learn how to create a customer list.
How it works
Let's say you want to advertise a new loyalty program to your existing customers with Google ads. Here's how it works:
|You create and upload a customer list data file of contact information your customers have given you. Use this template and check this article for formatting instructions.||You create or update a campaign to target your Customer Match segment — customers from your uploaded data file who are Google users.||When those users are signed in to their Google account, they come across your ads when they use the Search Network, YouTube, and Gmail or when they browse on the Google Display Network.|
For more information about how Google uses the data files you upload for Customer Match and how the matching process works, read How Google uses Customer Match data.
Customer Match is currently available on Search, the Shopping tab, YouTube, Gmail, and Display.
User choice and control
Google users can control the ads they see on Google services, including Customer Match ads, in their Google Ads Settings.