This feature is available in all Microsoft Advertising markets except within the European Union, United Kingdom, and China.
With customer match, use the email addresses your customers have shared with you to reengage with them across the Microsoft Search Network and Microsoft Audience Network.
Use your customer match lists to grow brand awareness, increase conversions by reengaging with them, or tailor messaging to upsell or cross-sell other products and services. You can also use your lists as exclusions to ensure you’re only engaging with potential new customers. Some example Customer match list use cases include:
Customer match is not allowed for sensitive content categories, products, or services. Additional information about our remarketing policy can be found on the remarketing policy page.
Third-party user data cannot be used for customer match. If you are currently working with a supported data management provider (DMP) and would like to use that data in your Microsoft Advertising campaigns, check out custom audiences. If your DMP is not supported, you can export the data and then upload it as a customer match list.
To get started with customer match, you must first prepare your customer list. A customer list is the contact information that you have compiled to enable customer match. The requirements for the list are:
For the privacy of your customers, the personal customer data in your file (email addresses) must be encrypted, or hashed, using the SHA-256 algorithm. We recommend that you hash your data before you submit the file in Microsoft Advertising. If you choose to upload your list in plain text, the personal customer data in your file (email addresses) will be encrypted on your computer before it is sent to Microsoft Advertising.
Once you have your customer list in a file, you can create a new audience for targeting.
Customer lists are just one of our audience targeting options. Once you have created or selected an audience, you need to associate it with an ad group or campaign, or with multiple ad groups or campaigns. The association can increase bids for, target, or exclude the people included in your audience.