How to upload an email database list to Google Adwords. Google Customer Match How-to guide

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Online Circle Digital
Google Customer Match
HOW-TO

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Create a customer emails list
Create a customer emails list to show ads on:
• Google Search,
• Gmail, or
• YouTube
to customers who have provided you with their email addresses.
This article explains the steps you need to follow to create and manage your lists, along
with the requirements

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How it works
Let's say a retailer wants to advertise a new loyalty program to their
customers with ads on Google search. Here's how it works:
The retailer creates a
list from the email
addresses their
customers have given
them.
The retailer creates a
"Search Network
only" campaign that
targets this list.
Customers, signed in
to their Google
Account, see the
retailer's ads as they
use Google search.
The list of email addresses are deleted 7 days after matching

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Create a customer emails list
1. Sign in to AdWords.
2. Click Shared library.
3. Click Audiences.
4. Click +Remarketing list and select "Customer emails" from the drop-down menu.
5. Enter a name.
6. Select "Upload customer email addresses."
7. Choose a file
8. Enter an email opt-out link. Provide a link to the page where people can manage their
preferences for receiving email from you, including opting out.
9. Set a membership duration.
10. Check the box "This data was collected ….”
11. Click Upload and save list. You can view the progress of your uploading file under
"Audiences," which can take up to 3 hours to complete.

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Adding customer lists to adwords campaign
• To show ads on Gmail, add your list to a "Display Network only" campaign that uses
"Gmail Ads" from the "Ad gallery." To do this, open the campaign, click the Display
Network tab, click + Targeting, choose your campaign and ad group, click "Add
targeting" and select "Interests and remarketing," then click "Remarketing lists" and
select a list.
• To show ads on Google Search, add your list to a "Search Network only" or "Search
Network with Display Select" campaign.
• To show ads on YouTube, add your list to an "Online video" campaign.

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List requirements
• File uses the .csv format and is no more than 17MB
• Email addresses in the file are hashed (if necessary) and separated by a comma or a
line break
• List membership duration is no more than 180 days
• Email addresses that don't comply with the Policy for Customer Match have been
removed
• Prepare your customer email addresses by making all characters lowercase and
removing any extra spaces before or after the email addresses. Hashing takes into
account capitalization and spaces, so you'll need to prepare your email addresses in
order for matching to work.
• Apply the SHA256 algorithm to your email addresses, which is an industry standard for
one-way hashing.

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Remove email addresses from a list
1. Click Shared library.
2. Click Audiences.
3. In your table of remarketing lists, click your customer emails list.
4. Click the pencil icon.
5. Select the "Remove email addresses" option.
6. Choose the file that contains the email addresses you want to remove.
7. Click Upload and save list.

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Similar audiences for YouTube and Gmail
Similar audiences based on your customer emails lists are available for YouTube and Gmail.
These similar audiences will be automatically created if your lists meet the minimum
eligibility criteria.
You can target a similar audience the same way you'd target a remarketing list, by adding it
to an ad group in your campaign.

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Prepared by Lucio Ribeiro
28/09/2015