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Google Expands Customer Match Feature to Target Users By Address & Phone

Google recently expanded how advertisers can target users with their Customer Match offering to include phone number and physical addresses - in addition to email. 

Advertisers can now create a customer match audience that includes any combination of email addresses, physical addresses, and phone numbers and upload them (using hashed or unhashed data) into the AdWords audience manager to target in Search, Shopping, Gmail, and YouTube campaigns.

The expansion of the Customer Match feature will ultimately enable businesses to use more of their first-party customer data to reach consumers that are searching. In addition to using their email marketing lists to improve their campaigns, they can now use direct mail lists, or even SMS campaigns to expand their customer match audiences.

That additional targeting will definitely prove appealing to advertisers, particularly those already leveraging Google’s Customer Match audiences, as they tend to outperform other types of audiences on Google search results pages..
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