You can use shop sales data with Customer Match to create lists based on your uploaded in-store transaction data. You can then use the lists to reach and re-engage customers who have completed purchases at your offline shop using Search, Shopping, Video and Gmail campaigns.
Eligibility
To be able to use this feature, your Google Ads account should be:
- Eligible and approved to use Customer Match.
- Eligible and approved to use shop sales measurement. If you want to use shop sales measurement for retail shops and restaurants, go here. For all other business types, go here.
If you think that you’re eligible, contact your Google sales representative.
How it works
After you upload your transaction data to Google Ads, Google matches the data uploaded to Google Ads accounts, which are then used to create Customer Match lists. These audience lists are eligible to serve with Search, Shopping, Video and Gmail campaigns and updated regularly with every shop sales upload.
To create a list, you set up a series of rules in Google Ads. Google will then use those rules to populate your list.
Rules that you can create
Spend based
Create a rule that populates your list with people based on their total, average or individual spend on transactions. For example, you can create rules that populate your lists with:
- Customers who have a total spend more than $100 USD
- Customers who have an average spend that's less than $30 USD
- Customers who have spent more than $20 USD on an individual transaction
Frequency based
Time based
Attribute based
Only available for businesses other than retailers and restaurants.
Create a rule that populates your list with people based on attributes in your transaction file. For example, you can create a rule that populates your lists with customers who’ve purchased shoes. As a reminder, your rules must comply with the Customer Match policies.
You can choose to mix and match these rules and also create custom combinations for more advanced use cases.
Instructions
Before you begin, make sure that your Google Ads account has been approved to use shop sales data with Customer Match and that you’ve uploaded your shop sales data to Google Ads.
Step 1: Create a shop sales customer list
- Sign into your Google Ads account.
- Click the tools icon
in the top right-hand corner of your screen.
- Under the 'Shared library' section, click Audience manager.
- Click Audience lists in the page menu on the left.
- Click the plus button
, then click Customer list.
- Click Create a list of customers with shop sales data.
- Enter a name for your audience.
- In the Conversion attributes, Conversion totals and Conversion dates sections, click Add rule and create your rule.
- Conversion attributes: Create rules that apply to each transaction from a particular customer.
- Conversion totals: Create rules that apply to all transactions from a particular customer.
- Conversion dates: Choose a lookback window for the rule. You can go up to 180 days.
- (Optional) Add a description of the audience. A description is useful in case you have multiple audiences and need to differentiate between them in Google Ads.
- Click Save and continue.
in the top right-hand corner of your screen.
, then click Customer list.Examples of spend based rules
Add customers with a total spend over $100 USD to your list
In the 'Conversion totals' section, use the drop-down menus to create a rule that looks like this:
- 'Total conversion value is greater than 100'
Add customers with an average spend of less than $30 USD
In the 'Conversion totals' section, use the drop-down menus to create a rule that looks like this:
- 'Average conversion value is less than 30'
Add customers who’ve spent more than $20 USD in a single transaction
In the 'Conversion attributes' section, use the drop-down menus to create a rule that looks like this:
- 'Conversion value is greater than 20'
Examples of frequency based rules
Add customers who’ve made more than five transactions in your shop
In the 'Conversion totals' section, use the drop-down menus to create a rule that looks like this:
- 'Total conversions is greater than five'
Examples of time-based rules
Add customers who’ve made transactions in the last 30 days
In the 'Conversion dates' section, enter '30' into the box so that the rule looks like this:
- 'Last 30 days'
Examples of attribute-based rules
Add customers who’ve purchased shoes in your shop
In the 'Conversion attributes' section, use the drop-down menus to create a rule that looks like this:
- 'Conversion name equals shoes'
Step 2: Add your shop sales customer list to a campaign
- In Google Ads, click the tools icon
- Under the 'Shared library' section, click Audience manager.
- Click Audience lists in the page menu on the left.
- Click the box next to the name of your shop sales customer list, then click Add to.
If you have multiple audience lists, click Search to narrow your results and find your list. - Click Campaigns, then locate the campaign that you want to add your customer list to.
- Click Next.
- Choose your targeting setting, then click Add audiences.