Google Ads Customer Match Connection

How to use the Google Ads Customer Match connection with BlueConic customer profiles

What: The Google Ads Customer Match connection enables BlueConic customers to feed segment data or profile information to Google Ads.

About BlueConic: The BlueConic Customer Data Platform harnesses the data required to power the recognition of an individual at each interaction, and then synchronizes their intent across the marketing ecosystem.

Why: By sending segmentation and profile property data to your advertising platform, you can more effectively reach targeted audiences with digital ads. You can stop targeting entire segments of visitors who are not a good fit for your advertising campaigns. Instead, you can retarget visitors signed in via Google Search, YouTube, or Gmail.

Configuring a Google Ads Customer Match Connection

In the BlueConic connection page, the logos in the top left corner display the connection status. A new connection starts with a gray arrow, because it still needs to be configured:

How to exchange data between Google Ads Customer Match and BlueConic customer profiles

The connection is configured in two steps, available as clickable tabs on the left hand side:

Set up and run

The first order of business is to set up a communication channel between BlueConic and Google Ads Customer Match. To do this, click the button Connect with Google Ads. In the popup that appears, log in and allow BlueConic to manage your Google Ads campaigns.

Data exchange shows you the total number of unique profiles that have been imported or exported via the connection. Note that this shows the number of unique profiles available for export. However, based on limitations set by the Google Customer Match platform, some profiles may not be exported. Also, if the same profile is exported multiple times, it is counted as 1.

How to syncronize marketing data between Google Ads Customer Match and BlueConic customer profiles

This completes the initial configuration; BlueConic and Google Ads Customer Match will now be able to connect.

Export data to Google Ads Customer Match

The second tab determines what data will be shared.

  1. Start by selecting the parent and child accounts that will be used for exchanging data:

    How to configure the connection between Google Ads Customer Match and BlueConic customer profile data

  2. Next, select which BlueConic profile properties Google will use to find customer matches. Google can match customers by email or by phone number.
  3. Finally, you set up mapping rules between BlueConic segments and Google Ads custom audiences:

How to send BlueConic profiles and customer segments to Google Customer Match for Google advertising

Click the Add mapping button to add a new mapping rule. Then search a BlueConic segment and type the name of the audience it should map to. You can remove a mapping rule by hovering over it and clicking the "x" icon on the right hand side.

Which customer emails can Google Customer Match recognize?

When you match customer records between BlueConic and Google Customer Match via email, note that Google Customer Match will only recognize email addresses that are registered with Google. This includes any email ending in @gmail.com, or another domain if the organization uses Google's email services. So you may expect a customer to match during a segment export, but if Google doesn't recognize that customer's email address, the connection will not match that customer's data.

Running a Google Ads Customer Match connection

To run the connection, turn the connection on at the top of the connection page and save your changes. See Scheduling connections for information on running the connection.

Privacy management

Connections can be added to Objectives, allowing for privacy management of the information that is being picked up. A connection will only process the profiles of visitors who have consented to at least one of the objectives that the connection is linked to.