Google Customer Match Expands to Include Targeting by Phone Number & Address


When Google first introduced Customer Match in 2015, it allowed search advertisers to create and target custom audiences based on a list of user email addresses in their Search, Gmail, and YouTube campaigns within AdWords. As advertisers discovered powerful best practices for using Customer Match, it became a sensation and Customer Match was expanded to Shopping Campaigns in 2016.

As great as customer match is though, not all advertisers have a large list of emails for their customers or prospects to target their ads. Even when they did, Google wasn’t able to match every email to a user on their network.

email match rate in google adwords

Introducing the New & Improved Customer Match

Just in time for the holidays, Google has expanded the way advertisers can target users with Customer Match – by matching them to their phone number or their address!

phone number matching in adwords

How to Use the New Expanded Customer Match Feature

Advertisers can now create a customer match audience that includes any combination of email addresses, physical addresses, and phone numbers and upload them into AdWords to target in their Search, Shopping, Gmail, and YouTube campaigns. You can upload these audiences through the audience manager in the New AdWords UI (which is now universally available) using either hashed or unhashed data. Google provides a complete guide to formatting and uploading this customer data here.

The expanded phone number and address targeting options for Customer Match in AdWords should allow more businesses to use their first-party customer data to reach more searchers. In addition to using their email marketing lists to improve their campaigns, they can now leverage their direct mail lists, their SMS campaigns, or even their message extensions to expand their customer match audiences! The more data you can provide on your users, the higher the likelihood that Google will be able to match your data to its users.

That additional targeting should excite advertisers, especially all of those who have already discovered the power of Google’s Customer Match. Today, advertisers already see that Customer Match Audiences outperform nearly every other type of audience on the Google SERP – so this expanded reach is more than welcome!

adwords customer match conversion rates

About the author:

Mark is a Senior Data Scientist at WordStream, focused on research and training for the everchanging world of PPC. He was named the 5th Most Influential PPC Expert of 2017 by PPC Hero. You can follow him on TwitterLinkedIn, Google +, and SkillShare.

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Nov 29, 2017

"Google Customer Match Expands to Include Targeting by Phone Number & Address" Thank you for sharing this use full post on this topic. This is very nice post

austin walker
Dec 01, 2017

Search giant is accused of unlawfully harvesting the personal information of millions of UK iPhone users.

Steven Sleegers
Dec 08, 2017

Although it sounds like a promising feature, I wonder how this would be applicable in Europe taking into consideration, the recent implemented law regarding privacy protection.

Is there anyone who has new insights how to deal with this issue/topic?

Mark Irvine
Dec 08, 2017

This may be me being an ignorant American, but I believe that since this is 1st party data that was collected via an individual user’s opt in, that this is still safe within the EU. The policies governing the customer match by phone number and address are the same as those governing emails

Jeni - Proactdigital
Dec 11, 2017


It is the much needed targeting feature, from where we can leverage the leads which we are getting from other sources. I have used Facebook lead forms, and the conversion from lead to sales is quite low.

Now I can re target them by their phone number, thanks for sharing this wonderful insight.

Dec 11, 2017

I'm curious if this is only for direct targeting in Google or whether it is also used for "expanded" or "similar to" targeting? I know that in, say, Google Remarketing you can directly target those who have been to your site, but, after you have a bit of a list of those who have visited your site, Google can then generate/build a profile of similar users and create a MUCH larger list of similar users.

Does this address/phone number targeting have that same expanded option?

Allen Finn
Dec 11, 2017

I don't believe there are similar audiences based on phone numbers/home addresses, but if I hear otherwise I'll update you!

Tarek Adel
Dec 13, 2017

kindly can you explain the core technology used to trigger the new custom audience tools to reach proper results.
incase i record lead (full details) this lead still use recorded email but he/she never used the number i have , and now this number with other adword will deal with this type of cases.
Thank you

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