|How our LinkedID service can work with Customer match tool Google is proposing|
With the third-party cookie-less days dawning closer, even marketers who have invested in and scaled their first-party data operations continue to look for future-proof their execution to drive greater returns on their marketing campaigns.
While there’s so much that organizations can do on their own, Google’s customer match offering lends organizations a great deal of ease in connecting with engaged customers, similar audiences and prospects, and even dormant customers. On the flip side, it also helps exclude audiences not meeting advertisers’ needs for specific campaigns.
This helping hand has already proven its mettle, and savvy marketers are using it in their campaigns – some seeing as much as a 10% rise in conversions with just this one additional variable. At Magic Pixel, we’re constantly looking for ways to help organizations tap into the most effective customer engagement options to drive improved ROI.
Unifying customer identity for a unified cross-channel marketing impact
Our ID Link Service aims to deliver first-party data and context to marketers, which has become increasingly complex since customers engage with organizations across so many different channels, both online and offline. The ID Link Service assigns a unique First-Party ID to every visitor/customer by stitching data from various sources to build rich customer identities. This is done by anonymizing consent-driven PII, thus ensuring that visitor privacy integrity is never compromised.
From this point on, marketers can activate the first-party data they have fully-consented access to and segment customers and prospects into different lists for specific targeted campaigns.
It is securely hashing away for marketing via the Google ecosystem.
As part of the ID Link Service, we use hashing to anonymize customer and visitor identity while standardizing unique customer ID resolution across the entire data set. We hash information attributes like first name, last name, email address, and phone number for each customer and visitor. Country and zip code, which are mandatory information attributes when targeting audience via Google Ads across Google’s ad-display ecosystem, will need to remain un-hashed.
By leveraging the Google Ads API, Magic Pixel uploads this customer data file to your Google Ads account. On the other end, Google matches the hashed information from your customer data file with the corresponding hashed strings of email addresses and phone numbers used for Google accounts. Once these strings are compared between Google’s hashed records and information attributes from your customer data file, Google adds the corresponding Google user accounts to be part of your targeted audience.
Please note that Google recommends hashing information using the SHA256 algorithm, a commonly-accepted industry standard.
This allows you to tap into Google’s userbase with laser-targeted precision, thus delivering a high matching score, surpassing any other customer targeting option.
Target active, high-value customers
At this point, you can run campaigns primarily targeting high-value customers. In parallel, Google may also process the information to help you reach customers and prospects with similar attributes to those from your customer data file, giving your brand a wider reach to new audiences. Once they land on your website or app, our ID Link service will initiate and start stitching relevant information.
With this approach, our ID Link service can work with Google’s customer match for future ad campaigns helping you reach a wider audience with every subsequent campaign and improve your chances of generating a higher-than-expected ROI on your ad spend.
Here’s a quick reminder of a tip: Don’t forget to break down your campaigns by platform type – search, banner ads (for Google Display Network), YouTube – and leverage relevant creatives to deliver the best user experience through your ads and ultimately generating higher sales from your targeted audience.
Set things up: It’s straightforward.
- We’ve covered step-by-step instructions for the ‘customer match for search’ setup below.
- Login to your Google Ads account. Under ‘Shared library’ on the left side, click on the Audiences option.
- Under Audiences, click on the ‘View’ link text.
- Click on the ‘Remarketing List’ drop-down, then select ‘Customer emails.’
- Enter a descriptive name for the Customer email list, and upload the list of customer email addresses you have in CSV format. The CSV file can be no larger than the arbitrarily-set limit of 17MB. If you know why the file size limit is 17MB or have an interesting take on the same, please share in the comments section below.
- Enter your email opt-out link. This is mandatory, so it would be good to test it out first in the background and ensure it is working correctly.
- Enter the membership duration in days. While the default is unlimited, you may want to consider the average sales cycle for your product and enter this input accordingly.
- Hit that blue ‘Upload and save list’ button, and you’re almost there. Within about 12-16 hours, your upload status will show as ‘Last upload succeeded.’
- Head on over to the ad group in which you plan to leverage customer match, click on the ‘Audiences’ tab, click on the ‘Remarketing’ button, and select the list for your targeting campaign.
- Finally, select your targeting option – ‘Target and bid’ or ‘Bid only’; you’re good to go.