Google Ads Customer Match HEM Activation

What is it?

Google Ads Customer Match (HEM) has been added as an additional activation partner in Audience Studio Partner Management section to support sending hashed email lists to Google Ads for advertising on gmail*, Search, Shopping, YouTube, and Display.

Note: * gmail advertising is based on gmail addresses only as documented by Google

Find out more about Google Ads Customer Match using Google’s support content.

How does it work?

In order to setup the connection between Audience Studio and Google Ads, you must have your Google Ads account whitelisted.

Once the integration is setup and whitelisted, you may activate 1st party data that contains hashed email addresses using the sha_256 hash method.

Data is collected based on hashed email addresses via website data capture, http API, first party data imports, and the Ad Studio to Audience Studio connector.

The integration is based on hashed email addresses using the sha_256 hash method only as this is what’s supported by Google via their Customer Match integration.

How to Implement

Here are the steps to implement:

  1. Request via your Google Ads Account Manager to whitelist your Google Ads account as described below
  2. Add the Google Ads Customer Match (HEM) account via Audience Studio Partner Management (just numbers without dashes)
  3. Inform us when the above is completed so we can finish enabling the integration
  4. Create first party segments that contain hem-based data and activate to the Google Ads Customer Match (HEM) partner
  5. Review the HEM-based list on Google Ads to utilize in a campaign for YouTube, Shopping, Search or gmail* (reminder: *requires gmail email accounts)

How to whitelist Audience Studio:

  1. Confirm with your Google Ads Account Manager the CIDs or MCC you wish to connect to Salesforce Audience Studio’s API.  

IMPORTANT: Only the accounts that are submitted will be whitelisted (e.g. we will not whitelist sub-MCCs or CIDs within an MCC.  To share lists from an MCC to a child account, ask your Google Account Manager to enable MCC list sharing). 

  1. Once you’ve confirmed the accounts and your Google Account Manager confirmed that they have been whitelisted, you will receive an email from your Google Ads Account Manager asking for an email response saying ‘On behalf of my company, I agree’ to allow Salesforce Audience Studio to send data into your account.  

IMPORTANT: The email permission must come from the Google Ads account owner or the billing customer associated with the account. 

  1. Following email receipt, the Google Ads Account Manager will complete the advertiser’s mapping request via our internal tool.  Please allow 24hrs for mapping to be complete.
  2. Google Ads Account Manager will send an email confirmation to the advertiser confirming mapping is complete.
  3. Advertiser to forward email confirmation to Salesforce Audience Studio assigned Solutions representative or via support ticket with whitelisted CIDs.
  4. Salesforce Audience Studio will complete the final step of implementing the Google Ads Customer Match integration after receiving whitelisting confirmation. 

 

FAQs

How do I get HEMs in Audience Studio for use in activation?

Audience Studio customers may provide HEMs as an attribute that gets configured as a user id (bridge key) and are captured via our standard capture methods. Customers may also import first party data based on HEMs and those HEMs do NOT have to match an existing KUID.

Customers that are also using MarketingCloud Messaging with the Ad Studio connector to Audience Studio may additionally ingest hem-based data via the connector.

Note: If you are capturing hashed email addresses as a bridge key, make sure to configure the bridge key attribute as an addressable id using the Attribute Management tools.

How do I connect web activity to HEM data?

There are several layers of connecting offline and online data.

  • Native matches: If we are capturing HEM as the bridge key and have connected online activity to a HEM
  • MarketingCloud to Audience Studio: Any first party HEMs ingested from the Ad Studio to Audience Studio activation destination connector may be utilized as well.
  • Bring your own Identity graph: If you have your own identity graph data, you may ingest it
  • Identity Data Provider: You may purchase our Identity solution to obtain more device pair matches based on ingested HEM data

How is this different from what is possible via Audience Studio already?

Audience Studio supports an existing Adwords integration. However, that integration is only supported for customers that were whitelisted prior to March 31, 2019 as Google deprecated whitelisting for Adwords on March 31, 2019. This deprecated service is not specific to Salesforce. It was an industry-wide change announced by Google.

The existing integration for currently supported customers supports cookies and MAIDs for display advertising. It does not support other channels that are based on hashed email addresses.

The new integration allows customers to advertise on gmail*, Search, Shopping, and YouTube, and the integration is based on hashed email addresses using the sha_256 hash method only as this is what’s supported by Google via their Customer Match integration.

Note: * gmail advertising is based on gmail addresses only as documented by Google

 

Can HEMs acquired via Salesforce Identity Data Providers be activated to Google Ads?

No, the hashed email addresses must be first party email addresses obtained via first party interactions only based on Google Ads API Terms of Service.

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