Manage Google Ads and Microsoft® Advertising customer match audiences using customer data lists

Last update: 2024-02-28
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You can create Google Ads and Microsoft® Advertising customer match audiences from your customer data lists. You can also update any Google Ads or Microsoft® Advertising customer match audience except for Google Ads audiences created from an Adobe audience.

Create a customer match audience from a customer data list

Google Ads and Microsoft® Advertising accounts that are eligible for customer match only

You can create a Google Ads or Microsoft® Advertising customer data-based list from a data file that you generate from your customer relationship management (CRM) system.

For Microsoft® Advertising accounts, the file can include email addresses. For Google Ads accounts, the file can include email addresses, mailing addresses, or telephone numbers; user IDs; or mobile device IDs from your CRM.

NOTE

Search, Social, & Commerce doesn’t store any of the customer data you upload or from the Adobe segments used to create or edit a Google Ads or Microsoft® Advertising audience.

  1. Generate a file with the customer data in the required format.

    First and last names, email addresses, and telephone numbers must be hashed using the SHA-256 algorithm. For Google Ads audiences, see the Google Ads documentation on “Formatting guidelines for uploading hashed data” for a list of permitted contact information fields and requirements. For Microsoft® Advertising audiences, see the Microsoft® Advertising documentation on [preparing customer match lists](https://help.ads.microsoft.com/#apex/ads/en/56921. You can optionally download a Microsoft® Excel template for contact information.

  2. In the main menu, click Search > Campaigns > Campaigns. In the submenus, click Live > Audiences > Library.

  3. In the toolbar above the data table, click Create.

  4. Select the ad network and the account name, and then click Continue.

  5. Specify the audience information:

    1. In the Data Source menu, select Customer List.

    2. Enter the Audience Name.

    3. Upload the file:

      1. Select the Data Upload Type: Emails, Phones, and/or Mailing Addresses, User IDs, or Mobile Device IDs.

        The User IDs option is available only to Google Ads advertisers in the U.S. who are opted in for user ID segments

      2. (Mobile device ID lists only) Select the OS Type (Android™ or iOS), and enter the App ID.

        The App ID is a unique identifier that the mobile operating system uses to allow your application to connect to the Google Play or Apple App Store:

        • (Android™ apps) The Android™ package name within Google Play, identified by “id=<package_name>.”

          For example, in https://play.google.com/store/apps/details?id=com.example.game, the package name is com.example.game.

        • (iOS apps) The application ID within the iTunes App Store, identified by “<idNNNNNNNNN>” at the end of the URL. It’s also available in the iOS Developer Console.

          For example, in https://itunes.apple.com/us/app/id284882215, the ID is id284882215.

        Your development team has access to the App ID for the relevant platform.

      3. In the Select File field, click Choose File and select the file on your network or device.

      4. Select the check box to indicate that you agree with the terms of the Adobe and ad network privacy policies.

      5. (Advertisers creating Google Ads audiences who do business in the European Economic Area (EEA) or United Kingdom (UK); optional) If you’ve collected consent from EEA and UK users to upload their data for advertising purposes, then select the check box next to If you are doing business in EEA and/or UK, check this box to send consent status as GRANTED for the user data sent to Google Ads for advertising purposes. If left unchecked, we will send consent status as UNSPECIFIED for the user data sent to Google Ads for advertising purposes.

      Google Ads ignores any data for EEA and UK users with an unspecified consent status. This may lead to data discrepancy and performance issues.

      1. Click Upload File.
    4. Specify the number of Membership Days, which is the number of days a user’s cookie stays in the audience.

    Use the length of time for which you expect your ad to be relevant to the user. Customer lists don’t expire unless you enter a value.

  6. Click Post.

NOTE

Edit a Customer Match Audience Using a Customer Data List

You can update any Google Ads or Microsoft® Advertising customer match audience except for Google Ads audiences created from an Adobe audience. You can upload data to add, to delete, or to replace all existing data for the audience.

The data must be the same type as the original customer list (email addresses, mailing addresses, telephone numbers, user IDs, or mobile device IDs for a specific app on a specific mobile operating system).

  1. Generate a file with the customer data in the required format for the existing data type.

First and last names, email addresses, and telephone numbers must be hashed using the SHA-256 algorithm. For Google Ads audiences, see the Google Ads documentation on “Formatting guidelines for uploading hashed data” for a list of permitted contact information fields and requirements. For Microsoft® Advertising audiences, see the Microsoft® Advertising documentation on [preparing customer match lists](https://help.ads.microsoft.com/#apex/ads/en/56921. You can optionally download a Microsoft® Excel template for contact information.

  1. In the main menu, click Search > Campaigns > Campaigns. In the submenus, click Live > Audiences > Library.

  2. Select the check box next to the audience to edit.

  3. In the toolbar above the data table, click Edit.

  4. Select the action: Add (to add the uploaded data to the existing data, unless it already exists), Delete (to delete the uploaded data from the existing data, when it already exists), or Replace (to delete all existing data and replace it with the uploaded data).

  5. Upload the file:

    1. In the Select File field, click Choose File and select the file on your network or device.

    2. Select the check box to indicate that you agree with the terms of the Adobe and ad network privacy policies.

    3. Click Upload File.

  6. Click Post.

NOTE

The ad network may take a while to process updates to an audience.

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