New AdWords Beta Aims to Improve Customer Segmentation

By PPC Team

Google has launched a new AdWords beta titled Customer Match. The beta provides improved segmentation options for targeting your core customers. Companies now have the ability to get more aggressive with their top tier customers while also enhancing their user experience. Before diving into strategy, we must first understand the new capabilities this beta offers.

Google outlines Customer Match as, “a list of email addresses that your customers have given you, and, when they’re signed into Google Search, YouTube, or Gmail, you can show them ads.” I’ve provided a Google Search example below:




You create a list from the email addresses your customers have given you. You create a “Search Network only” campaign that targets this list. Your customers, who are signed in to their Google account, see your ads as they use Google Search.

Now, how does Google match up these emails?

Emails will only match up if there is a corresponding Google account with that email. The searcher will only be targeted with ads if they are logged into their account when searching.


  • Google currently requires the customer email lists to have a minimum of 1,000 email addresses.
  • File uses the .csv format and is no more than 25 megabytes
  • List membership duration is no more than 180 days

With this new segmentation option, companies are now able to sort their email lists by on-site behavior. Based on your Customer Match email insights, you can begin to understand your customers better while segmenting purchasers and non-purchasers. And each segment requires a separate user experience.

For non-purchasers, why did they not convert? Clearly, they were interested in your business because they gave you their email, but for some reason, they did not complete the conversion process. A simple way to help push these users through the purchase funnel is to use a unique promotion within your ad copy when these users search for a related product.

For purchasers, Customer Match allows you to cross-sell by using specific landing pages to drive users to supplementary products. For example, say you have sold a customer a Beer Home Brewing Kit. You now have the ability to target specific users who have purchased this brewing kit and cross-sell them ingredients, additional brewing equipment and other related products. If a previous brewing kit purchaser is searching for your brand name, you can send them to a relevant category page instead of your homepage — a way to create a more tailored experience.

Also, Customer Match allows you to dissuade customers considering your competitors. You can do this by pairing an email list with competitors’ keywords. When a user searches for a competitor, you can strategically intercept them by using targeted ad copy with a special promotion. This allows you to show promotions only to users actively looking at competitors and not all past purchasers.

Delving deeper into this feature, you’re certain to find additional applications and creative uses that will extend your reach and improve conversions.