Twitter Facebook LinkedIn Flipboard 0 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. 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! 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! Twitter Tweet Facebook Share Email This article originally appeared on WordStream and has been republished with permission.Find out how to syndicate your content with B2C Author: Kane Pepi Kane Pepi is an experienced financial and cryptocurrency writer with over 2,000+ published articles, guides, and market insights in the public domain. Expert niche subjects include asset valuation and analysis, portfolio management, and the prevention of financial crime. Kane is particularly skilled in explaining complex financial topics in a user-friendlyView full profile ›More by this author:VoIP Basics: Everything Beginners Should Know!Bitcoin Investment, Trading & Mining: The Ultimate Guide for BeginnersIs This a Better Way to Set Your 2020 Goals and Resolutions?