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Since this month, Google expanded the matching data from emails only to addresses and phone numbers, on AdWords Customer Match. Google Customer Match is only available on Search, Shopping, YouTube, and Gmail, not being available on GDN (Google Display Network).
With the CRM data (Phones, Email Addresses, Home/Work Addresses), advertisers can now target with special ads, or with higher bids, the current customers, or subscribers, according to the CRM profiling.
How does it work?
In Adwords, advertisers need to upload “customer data already hashed using the SHA256 algorithm, or, data in plain text.”
If there’s a match, we add the corresponding Google account, the user is added to the Customer Match audience.