{"id":7847,"date":"2022-08-21T21:23:07","date_gmt":"2022-08-21T21:23:07","guid":{"rendered":"https:\/\/xpon.ai\/?p=7847"},"modified":"2026-03-23T05:06:54","modified_gmt":"2026-03-23T05:06:54","slug":"advertise-smarter-with-google-customer-match","status":"publish","type":"post","link":"https:\/\/xpon.ai\/nz\/resources\/advertise-smarter-with-google-customer-match\/","title":{"rendered":"Advertise smarter with first-party data and Google Customer Match"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.20.2&#8243; custom_padding=&#8221;2px|||||&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row _builder_version=&#8221;4.20.2&#8243; background_size=&#8221;initial&#8221; background_position=&#8221;top_left&#8221; background_repeat=&#8221;repeat&#8221; min_height=&#8221;939.7px&#8221; custom_padding=&#8221;40px||0px|||&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; custom_padding=&#8221;|||&#8221; global_colors_info=&#8221;{}&#8221; custom_padding__hover=&#8221;|||&#8221;][et_pb_text admin_label=&#8221;Text&#8221; _builder_version=&#8221;4.20.2&#8243; text_font_size=&#8221;16px&#8221; text_line_height=&#8221;2em&#8221; header_4_font_size=&#8221;22px&#8221; background_size=&#8221;initial&#8221; background_position=&#8221;top_left&#8221; background_repeat=&#8221;repeat&#8221; min_height=&#8221;171.7px&#8221; text_font_size_tablet=&#8221;16px&#8221; text_font_size_phone=&#8221;20px&#8221; text_font_size_last_edited=&#8221;on|desktop&#8221; header_font_size_tablet=&#8221;&#8221; header_font_size_phone=&#8221;&#8221; header_font_size_last_edited=&#8221;on|phone&#8221; header_4_font_size_tablet=&#8221;&#8221; header_4_font_size_phone=&#8221;24px&#8221; header_4_font_size_last_edited=&#8221;on|desktop&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p><strong>As cookie-based advertising continues to be phased out due to privacy, browser, and regulatory changes, there is an increased sense of urgency for businesses to find alternative ways to reach, target and manage their valuable users and audiences.<a href=\"https:\/\/support.google.com\/google-ads\/answer\/6379332?hl=en-AU\"> Google Customer Match tool<\/a> helps bridge the gap, by enabling advertisers to better leverage their first-party data for advertising campaigns.<\/strong><\/p>\n<h4>What is Google Customer Match?<\/h4>\n<p>In line with growing privacy demands Google developed Customer Match &#8211; a targeting tool that helps advertisers and marketers to utilise their own first-party data to target known audiences across search, display, video, shopping and Gmail campaigns. Google does this by matching the first-party user data that you provide against its own user profiles (whilst protecting and disassociating all user information once an audience is created).<\/p>\n<h4>How does Customer Match benefit my Audience Targeting efforts?<\/h4>\n<p>Customer Match brings together the unique insights you already have about your customers and, matched against Google users, allows you to deliver highly tailored messages across all of Google\u2019s properties. Leveraging first-party data matching to Google user profiles delivers a number of key benefits to advertisers:<\/p>\n<ul>\n<li>The ability to develop more insightful relationships with your current customers, and increased opportunity to find new ones through the ability to:<\/li>\n<li>Create custom audience segments for highly targeted remarketing<\/li>\n<li>Increase your prospective customer base with \u2018Similar Audiences\u2019 &#8211; a cohort generated by Google based on having characteristics and interests similar to your current users<\/li>\n<li>Improve your retention marketing efforts to increase\/maintain customer loyalty<\/li>\n<li>A broader reach across Google properties.<\/li>\n<li>A scalable and privacy first solution to enable ongoing reach to valuable customers without the use of third-party Cookies<br \/>No longer reliant on traditional site-based tagging<\/li>\n<li>The use of email addresses, rather than pixels, allows for greater reach to mobile users<\/li>\n<li>The use of email also helps prevent email campaigns ending up in Spam folders<\/li>\n<li>Opportunity for improved campaign performance by using Customer Match lists in Smart Bidding and optimised targeting.<\/li>\n<\/ul>\n<h4>What do I need to do to get started with Customer Match?<\/h4>\n<p>To start using Customer Match you need to segment your customers and upload your relevant audience first-party data to Google Ads <a href=\"https:\/\/support.google.com\/google-ads\/answer\/7659867\">using one of Google\u2019s provided templates.<\/a> Google Ads then processes and matches your customer data to Google Accounts to then create a Customer Match Audience. From there you can start to create your campaigns and ads targeting that audience (or alternatively, exclude them from campaigns).<\/p>\n<h4>Consider a Customer Data Platform<\/h4>\n<p>As mentioned above, the initial step when using Customer Match involves manually uploading lists, however many may find this inefficient, and often roadblocked by data governance issues. This is where the value of having a Customer Data Platform (CDP) comes into play, especially for larger organisations who have a high volume of first-party data across siloed data sources. XPON\u2019s <a href=\"https:\/\/wondaris.com\/wondaris-google-cmu-partner\/\">Wondaris<\/a> is a <a href=\"https:\/\/wondaris.com\/contact-us\/\">third-party integrator approved by Google to upload Customer Match Segments within the Google Ads platform.<\/a><\/p>\n<blockquote>\n<p><em><strong>The Wondaris CDP uses a simple native integration through Google\u2019s Customer Matching Uploader (CMU) program to rapidly upload high-value audiences securely through simple and clickable workflows<\/strong><\/em><\/p>\n<\/blockquote>\n<p>As we march towards a cookie-less world, harnessing the benefits of your first-party data will be the difference-maker when creating effective, targeted campaigns. Whether the aim is a new sell, upsell or cross-sell, Customer Match is a tool that advertisers and marketers should be utilising to make sure they\u2019re reaching the right user at the right time in their customer journey. And at the end of the day, better targeting equals a better experience for customers and, ultimately, ROI for businesses.<\/p>\n<p>As a full-stack Google Marketing Platform &amp; Google Cloud Partner, XPON Technologies can help to make the entire process of integration as smooth as possible. We also empower your team to make the most out of GA4 in this ever-changing privacy-first world. <a href=\"https:\/\/xpon.ai\/nz\/?page_id=2700\">Get in touch with our team today <\/a>if you have any questions or need support with your GA4 implementation, migration or integrations.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As cookie-based advertising continues to be phased out due to privacy, browser, and regulatory changes, there is an increased sense of urgency for businesses to find alternative ways to reach, target and manage their valuable users and audiences. Google Customer Match tool helps bridge the gap, by enabling advertisers to better leverage their first-party data [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":7776,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_yoast_wpseo_focuskw":"Google Customer Match","_yoast_wpseo_title":"Advertise smarter with Google Customer Match \u2028%%sep%% XPON","_yoast_wpseo_metadesc":"Google Customer Match tool enables advertisers to better leverage their data for advertising campaigns - XPON","_yoast_wpseo_meta-robots-noindex":"","_yoast_wpseo_meta-robots-nofollow":"","_yoast_wpseo_canonical":"","_et_pb_use_builder":"on","_et_pb_old_content":"<p>The customer experience is one of the most critical factors determining any business's success. In today's digital age, customers expect a seamless and personalised experience, and companies constantly look for new ways to enhance it. One of the most exciting and innovative ways to achieve this is through augmented reality (AR).<\/p><p>AR technology allows businesses to superimpose digital information on the real world, creating a more immersive and interactive customer experience. This technology has the potential to revolutionise the way businesses interact with their customers, and companies are already using it to improve customer engagement and satisfaction.<\/p><p>One of the most popular ways that companies are using AR to enhance the customer experience is through the use of virtual try-ons. In the retail industry, this technology allows customers to virtually try on clothes, accessories, and makeup without needing to visit a store physically. This not only improves the shopping experience but also helps to reduce the number of returns. Companies like Sephora and L'Or\u00e9al have implemented virtual try-on technology in their mobile apps, allowing customers to see how different makeup looks on them before making a purchase.<\/p><p>Another way that companies are using AR to enhance the customer experience is through virtual tours. This technology allows customers to virtually explore a property, product, or event before making a decision to visit or purchase. Companies like Wayfair and IKEA have implemented virtual tours in their mobile apps, allowing customers to see how furniture looks in their homes before purchasing.<\/p><p>Similarly, real estate companies are using virtual tours to allow potential buyers to explore properties from the comfort of their own homes. AR is also being used to enhance the customer service experience. Companies like Lowe's and Home Depot have implemented AR technology in their mobile apps, allowing customers to view detailed product information, see how products look in different settings and even get virtual assistance from experts.<\/p><p>This not only improves the customer service experience but also helps to reduce the amount of time customers spend in the store searching for the right product. Lastly, AR is also being used to enhance the customer experience by creating more interactive and engaging advertising.<\/p><p>Companies like McDonald's and Coca-Cola have created AR-enabled ads that allow customers to interact with their products in a fun and exciting way. This improves brand awareness and encourages customers to visit their stores or websites to learn more about their products.<\/p><p>In conclusion, augmented reality technology has the potential to revolutionise the way businesses interact with their customers. From virtual try-ons to virtual tours, companies already use AR to improve customer engagement and brand loyalty.<\/p><p>As AR continues to evolve, so will the benefits. XPON futurist, Marcus Callon, suggests that \u201cAR and VR are only scratching the surface of its future capabilities, with easy-to-use XR storytelling technologies such as Holoscribe bridging the gap between content creators and marketers and immersive XR content.\u201d<\/p>","_et_gb_content_width":"","footnotes":""},"categories":[391],"tags":[439,443,393],"class_list":["post-7847","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-nz","tag-analytics-measurement-nz","tag-martech-nz","tag-privacy-first-marketing-nz"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.2 (Yoast SEO v21.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Advertise smarter with Google Customer Match \u2028| XPON Technologies | XPON New Zealand<\/title>\n<meta name=\"description\" content=\"Google Customer Match tool enables advertisers to better leverage their data for advertising campaigns - XPON | XPON New Zealand\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/xpon.ai\/nz\/wp-json\/wp\/v2\/posts\/7847\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Advertise smarter with first-party data and Google Customer Match | XPON New Zealand\" \/>\n<meta property=\"og:description\" content=\"Google Customer Match tool enables advertisers to better leverage their data for advertising campaigns - XPON | XPON New Zealand\" \/>\n<meta property=\"og:url\" content=\"https:\/\/xpon.ai\/nz\/resources\/advertise-smarter-with-google-customer-match\/\" \/>\n<meta property=\"og:site_name\" content=\"XPON Technologies\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/xpongroup\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-08-21T21:23:07+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-03-23T05:06:54+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/xpon.ai\/wp-content\/uploads\/2023\/03\/1656993457110.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"751\" \/>\n\t<meta property=\"og:image:height\" content=\"423\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"XPON Technologies Group\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@xpontech\" \/>\n<meta name=\"twitter:site\" content=\"@xpontech\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"XPON Technologies Group\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/xpon.ai\/nz\/resources\/advertise-smarter-with-google-customer-match\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/xpon.ai\/nz\/resources\/advertise-smarter-with-google-customer-match\/\"},\"author\":{\"name\":\"XPON Technologies Group\",\"@id\":\"https:\/\/xpon.ai\/nz\/#\/schema\/person\/aa8c496cc9248f72a86ab557e0bed6e1\"},\"headline\":\"Advertise smarter with first-party data and Google Customer Match\",\"datePublished\":\"2022-08-21T21:23:07+00:00\",\"dateModified\":\"2026-03-23T05:06:54+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/xpon.ai\/nz\/resources\/advertise-smarter-with-google-customer-match\/\"},\"wordCount\":818,\"publisher\":{\"@id\":\"https:\/\/xpon.ai\/nz\/#organization\"},\"keywords\":[\"Analytics &amp; 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