1st Party + Customer Match Data

In the ever-evolving landscape of digital advertising, harnessing the potential of first-party data and Customer Match is the secret sauce to supercharge your campaigns. As we navigate the AI-centric focus of 2024, leveraging these data insights becomes not just a strategy but a necessity to propel your dealership forward.

Key Takeaway

First-party data is the single most important and valuable input signal you can use to power Google AI. Import your offline conversions into Google Ads to help identify the 20% of keywords that led to 80% of your sales. Streamline efforts to use campaigns that target customers with the same digital paths as ones who have previously purchased. With AI being the focus of 2024, it will help us fully leverage the learning in Google.

Google Customer Match

About Customer Match

Customer Match lets you use your online and offline data to reach and re-engage with your customers across your campaigns. Using information your customers have shared with you, Customer Match will target ads to your customers and other customers like them.
You can also use customer match lists to exclude your existing customers to help prevent paying "twice" for a customer.

Once uploaded, Google’s system will transform the contact information into hashed codes so your data will be secure.

Learn more about Customer Match here.

How to upload Customer Match Data

  • Manual upload from a team member on the Dealer’s Marketing team.
  • Automate customer match and utilize 1st party data audiences across Paid Search, Paid Social and Programmatic through Green Line's CDP.

Best Practices

  • Refresh/upload your customer list day at least every 28 days to ensure you’re passing the most up-to-date information to Google
  • If you’re able to, identifying a qualified or converted lead in your data upload will also help improve the algorithm
  • Outside of improving the algorithm for your dealership, your Search team can also:
    • Retarget past purchasers for service
    • Retarget past purchasers with new offers
    • Exclude customers from your search campaign so you aren’t "paying twice" for them to see your ads
    • Use customer lists as an audience signal in Performance Max

Green Line's Customer Data Platform

At Green Line Automotive, we take this commitment to customer data to the next level. Through safe and seamless integration with your dealer's CRM and DMS via Dealer Vault, we segment data and build digital audiences while staying PII-compliant.

CRM & DMS Integration

  • Leads last 3, 6, 12 months
  • Expiring Leases
  • Sold with no Service (intervals)
  • Service, no sales (intervals)
  • Due for Service
  • Owns vehicle 3, 4, 5 years old etc.

Platform Integrations:

  • Google & Bing
  • Social (Meta)
  • Display
  • Streaming Video & Audio

About Green Line Automotive:

Green Line Automotive is an automotive digital advertising agency created for automotive dealerships. Our mission is to deliver tier-one automotive advertising expertise, technology, and service to the tier-three dealers. We give you an advantage over your competition by giving every dealership the best in technology coupled with a fully customizable approach.
See our automotive digital advertising services such as Automotive Paid Search or Vehicles Listing Ads or contact us at info@greenline.nyc or 833-GLD-CARS.

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