Not everyone has this feature yet. If you don't, don't worry—it's coming soon!
With customer match, you can use the email addresses your customers have shared with you to reengage with them across the Microsoft Advertising Network through both search and audience ads. You can link Zapier to your Microsoft Advertising account to automate your customer match lists across the applications you use for your business. This makes it easy to create lists and add or remove contacts all in one place.
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:
Please note that 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.
Microsoft Advertising is currently partnered with Amperity, Skai, Adobe Advertising Cloud, Lytics, Zeotap, Tealium, ActionIQ, Hightouch, and Zapier and we are constantly adding new partners. If you are interested in leveraging one of our partners for customer match, please reach out to your account team.
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.
Learn more about associating audiences with ad groups or campaigns.
Streamline your customer match lists by integrating Zapier with your Microsoft Advertising account. Zapier is a third-party partner that automates data transfers and updates between the applications you use for your business, such as Salesforce, HubSpot, and Microsoft Excel. Zapier applies those updates to your Microsoft Advertising account.
We currently support creating customer match lists and adding/removing contacts with Zapier. For more information, see Zapier's Microsoft Advertising integration templates.
Advertisers must not hash any personal customer data sent through Zapier to Microsoft Advertising. We handle the hashing process, ensuring you're adequately protecting customer privacy and that no raw data is uploaded against our APIs.
Accept the Customer Match Terms before linking your Microsoft Advertising account with Zapier. For instructions, see above.
What are my options for audiences?
Combined lists: Mix and match audiences to reach just the right customers