Customer Match Requirements

Key Takeaways

customer list or customer match targeting can be extremely effective in paid media you upload a list of user information and then you know exactly who you're targeting within your ad campaigns I'm going to stop right here I'm going to make sure that you're actually uploading proper list right you have permission to use their contact information good okay now we can continue we can use list in more channels than just Facebook and Google there are a variety of AD platforms that allow you to use customer list but the requirements are different in most of them so we want to just talk on a very high level where you can use customer list to give you an idea of potentially new ad platforms to try I'm starting off in Google ads first cuz it's probably the most popular and it's going to take the longest but I'm not going to hop into the audience section right away that's because if any of your campaigns are using smart bidding or optimized targeting Google's automatically going to include your customer match list to optimize your campaigns you can turn the setting off and that's going to be in your account settings so go to admin there you will see account settings and it's all the way at the bottom it's really a good setting if you already have a large list of customers or highquality prospects you probably want more customers and high quality prospects right so upload them to Google the more quality signals we can give to Google the better Google can optimize your campaigns so just wanted to show you where the setting was but now we can head to audiences so let me go to campaigns then shifting down audiences keywords and content but now we can talk about where to upload your customer list head on over to tools find shared library and then we want audience manager click on the blue plus button and here's where you can upload a customer list now it's grayed out a little bit but there is a data manager section so if you've connected your CRM maybe an email platform that's one way to feed in your list we do have a video showing you how to do it with HubSpot you can check that one out here but we see the first option is another way for you to connect a service to start feeding in your list there are way more options than what you see on the screen right now so just search for for whatever platform you use some of them do require zapier in order to get it back into the system just keep that in mind too that's an additional paid service many of you will look at uploading a manual file so if I click continue here's where you would name it choose your customer type pretty much what type of list are you uploading then you tell Google what data you are uploading and here's the link where you can download the template I highly recommend doing so and looking at the formatting guideline cuz if one little thing is off in any of the cells the whole sheet can get rejected they'll tell you where to fix it but it's a pain in the butt to keep having to go back coming down to instructions this is a pretty good recap of how they want it formatted now customer lists in Google ads used to never expire well now the maximum member duration is 540 days unless you add more members to the list or just refresh it Google says any members that were added or refreshed more than 540 days ago will no longer be eligible to be targeted and a list must have at least 100 m MERS added or updated within the last 540 days so that's why we love our customers who use HubSpot or any other CRM upload and you're constantly refreshing your list hopefully you're keeping your crms up to date because then we don't have to worry about that but if you're using a manual list keep in mind this will also apply to any list you use for exclusions and you're not refreshing your exclusion list well eventually it's not going to work 540 days is a long time in terms of paid media audiences but time goes by quick and it's easy to forget about but we see an example 2 right here these are all the column options that you can upload into Google the only mandatory one is email so if you don't have someone's email don't bother putting in the rest of the information it's not going to work and while they use Gmail as an example the emails don't all have to be Gmail and a few past companies I've worked for Gmail powered our work email it was atth company name.com or if people just sign up to use Google services like YouTube using a non-gmail account all of those will apply now in terms of minimum size Google requires that there are 1,000 matched email addresses I'm going to really stress matched so if your initial list that you're uploading isn't even a thousand users don't even bother they do this mainly for privacy reasons so you can't get crazy specific and creepy with your targeting but not only that keep in mind how you're going to use this list if you plan on layering it in to any search campaigns whether for targeting an exclusion any audiences for search Network need to have a minimum of a th000 users this display is much smaller YouTube used to be like that too but they've also increased audience sizes but here's where you can go save and continue I'm going to cancel this for now then you can filter it by the segment type or audience type and here's where you would just monitor while the audience is being built let's jump to the second one and that's going to be Microsoft ads pretty similar setup with Google we need to go to tools and here we see audiences you may have to search for it depending on what you have pinned and here we can create an audience and there's customer match list scrolling down I'll just click next yeah got to name it there we go now next there are two links here it's the same thing where we can download the Microsoft ads customer list template everything with the hashtag in front of it is not recognized you'll see that in the Google template too but with Microsoft it's just email it's also laughable that they're using Gmail as their email examples but that's pretty much it you definitely need that email column header and then just paste your long list of emails and the file must be a CSV Microsoft says the list needs to have at least 300 active users in order to be eligible to Target on Microsoft's advertising Network I did find out that your customer list from Microsoft can have 4 million emails attached to it for whatever reason if you need more you're going to have to upload a separate list now if you're wondering about linking crms to Microsoft it is possible but the only way to do it is with zapier there's no native HubSpot or Salesforce integration with Microsoft but if you have zapier you can also import directly from an Excel file so then those will show show up within your audience section too jumping into meta if you want to use customer list for Facebook or Instagram I'm in ads manager and I clicked on audiences over here then we can go up create a new audience we want a custom audience and here's where we can choose customer list we'll click next notice that you can import from MailChimp let's take a look at the file template notice that there are several columns for email several columns for phone think of one row as an individual person if you have multiple emails for any contact in your list incl include them all cuz you may not know which one the user has used to sign up for Facebook or Instagram odds are it's personal but you just never know same thing we got multiple phone numbers there's a work number home number cell phone number and keep in mind that these column headers are abbreviated and different we need them to match so there's mobile ad ID first name last name city state country date of birth date of birth year gender and a potential value associated with the user this one that's different than the first two we saw I'm not going to go and upload a list but there will be options in the next step to match with these identifiers they do make importing a little easy if your column headers aren't the same for many of the other options like LinkedIn which we'll see next and Google if anything is wrong the whole thing gets rejected they don't try to help you out connect the information now Facebook says within their own help sections that it has to include at least 100 customers again matched customers so make those lists as large as possible as I mentioned LinkedIn is next right now I'm in the main overview to find audiences is click on plan and then audiences and then create a new audience in this case we want a matched audience sources there's company and contact company is pretty much going to be the ABM targeting but with this option it will default to contact that's the individual user I'm not going to talk about the other option we already have a video about company targeting you can check that one out here but let's download linkedin's template this one's pretty straightforward if you don't think you'll use the ID column you can go ahead and remove it same thing if you don't know anyone's job title feel free to remove that column too LinkedIn says that they recommend a list size of 10,000 contacts or more that's their recommendation we've uploaded lists that have less than that just keep in mind the minimum audience size in LinkedIn is 300 match to users so as always upload as many as you can but you got to connect with at least 300 users the maximum amount is 300,000 users so big range there the more information you can provide even the ones I deleted the better chance you'll have to match with the user so you can upload a CSV I canceled out of this LinkedIn also integrates with many other platforms HubSpot is another one that makes it very easy you can also sync a lot of things with zapier into LinkedIn ads and campaign manager as well if that's the case those audiences will start to show up here in the match section and you'll be building those audiences in the third party tool so you will see them here and then when you're going into your campaign targeting instead of going into your main list upload or contact targeting options you'll have to find the third party audience section when you're looking at retargeting to upload anything from any Third Party Source LinkedIn does say that any list that you upload takes about 48 hours to populate and in my experience that's pretty much been the case about 48 hours probably one of the longest ones that we've had to deal with and then you have to go to your client wondering why we can't get the campaign up and running I like well you just gave me this list so the sooner you can get it from your clients the better Tik Tock is next to find their audiences head up to tools and there we see audience manager next we can go and create an audience see I have an example here already created and then we want a custom audience there's customer file I'm not going to download the template but we can include options for phone email and the mobile ID upload a CSV or text file now once you would actually upload your file there are a few additional options here you can turn on audience enhancement pretty much like audience expansion and all the other tools let Tik Tok add more users to your initial list and then use their machine learning to try to find more users like your list users and then the second toggle is to have your customer list audience be eligible to use for a reach and frequency campaign I found that Tik Tok has been the most difficult to match users but I'll also be honest and say many of our clients are more lead genen focused but even when we worked with some B to C or D Toc finding matched emails has been tougher Tik Tok needs a minimum of 1,000 matched users so it is higher than most of the other platforms so that would say you would need at least double that amount hoping for a 50% match rate in order for this file to be eligible to serve with Tik Tock ads manager once you confirm Tik Tok does mention it takes usually about 24 hours at least for the file to populate but if you have a large list here's where you'd upload it confirm and then just wait Reddit ads also has customer lists to find it here's the navigation in the top Corner then we want audience manager let's create a new audience and a custom audience we want customers list we want the customer list option you can upload a CSV file the file must contain either the mobile ad IDs or emails but if you're looking at just email copy and paste function makes it a lot easier you don't have to worry about files if you are uploading a file the maximum amount of rows you can have is 1 million but the minimum amount you have to include is 1,000 entries again that's 1,000 matched users in order to be eligible to use in a campaign now pulling open a different tab Reddit does have partner Integrations but these are the four options and I have no problem admitting I'm not familiar with any of them so hubspot's not an option Salesforce par do MailChimp any of the ones that you're probably familiar with can't use it with Reddit you're going to have to upload a file or copy and paste a big list Kora has had customer list options for years already up top here in audiences we'll create a new audience we want list match click next name your audience and here you can just upload a CSV of emails don't even need a column header just one huge column with an email address in each row the minimum audience size in Kora is 200 so it already is kind of tough finding your audience on Kora in the first place definitely lower volume so a lower minimum audience size is welcomed here the maximum amount you can upload is 4 million if you have more than that you guessed it you need multiple files uploaded and that's it for kaora next we have Pinterest wherever you are go to the top navigation menu open it up and there you will see audiences next click on create audience and here you can see customer lists your lists can be from mobile ad IDs or emails just like Kora it has to be in a single column and they only accept CSV files do not include names phone numbers countries exclude all of that you don't want the file to be rejected even better than Kora Pinterest customer list must match to only 100 users if I close out of this you will see the green ready Circle when it's good to use they do say their list can take 24 to 48 hours to populate so that's another one you'd like to get as early as possible but I will give Pinterest Kudos here cuz they do make it easy to edit the audience we see the pencil button in the row where the customer file is and then we could choose what we want to do add people so it be a brand new list to add to your current list remove users upload a list of users or emails that you want to remove from this list and leave all the other ones or replace the customer list completely and the last one I'm going to talk about is Snapchat head to the top and they're drop down on menu under assets we see audiences create a new audience and there's the customer list option just like Reddit a CSV or text option or copy and paste now their list options are going to be one at a time because we see the options up here are emails phone numbers and mobile ad IDs so don't paste emails and phone numbers it's got to be just one that's because before you can save it you have to choose a data type so I'm letting Snapchat know I'm only including emails here hence why you only want to paste emails now for upload and a minimum audience size Snapchat also has a larger audience size just like Tik Tok you have to have 1,000 matched users I didn't see any data in terms of maximum amount that you can upload so if you do use Snapchat a larger list is required those are the only platforms I'm talking about today I think it's very important to use first-party information to make it easier to guide users through the buyer journey to an eventual conversion or purchase I think it's equally as important to always use customer list from at at least an exclusion standpoint if you can I know it's harder for smaller businesses especially with a lot of these minimum audience sizes that we talked about for each of the channels but if you can exclude out the users who have already purchased from you or use the list to get back in front of users to potentially run any nextstep campaigns or if you have a product that people might need to buy again we see there are different templates for each Channel and the requirements are a little bit different for each one but hopefully that give you a better understanding of where you can use potential customer lists whether it's email phone number or potentially the mobile ad IDs if you have any other questions about customer lists in any of the platforms or if there's a channel you'd like to use that I didn't talk about let everyone know in the comments thanks for watching our video we really appreciate it if you liked it give us a thumbs up below if you really liked it maybe 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