Audiences tab, "Your subscribers and buyers as Google audiences".
- ResultsAiX ADs: Mailer active subscribers: everyone your Mailer counts as active (confirmed, not unsubscribed, not bounced). Shown only when the Mailer is on your site.
- ResultsAiX ADs: buyers: everyone who paid you. Refunded and test payments are left out.
- With Audience Vault: one list per Vault segment (see "Audience Vault: Your Best Customers As Ad Audiences").
Before anything is sent, tick the confirmation: your privacy policy tells subscribers their email address may be shared, scrambled, with Google for advertising, and you accept Google's Customer Match policy. People in the EU, UK and Switzerland are left out unless you also tick that they agreed to advertising use.
With the direct connection, press Send to Google. Only scrambled (SHA-256) addresses leave your site, through Google's Data Manager API. Every day after that, new people are added and people who left are removed.
With the Google Ads script: a script cannot add people to a customer list, so ADs gives Google a file instead, and Google collects it from your site every day by itself. Google Ads tab, "Send your customer lists to Google". Start with the two lists shown first (your active subscribers and your buyers):
- Copy the username and password at the top of the box.
- In Google Ads, click Tools, then Data manager.
- Click the blue Connect product button, choose HTTPS, then Audiences ("Use HTTPS for an audience segment").
- Paste the list's address (the Copy the address button), then the username and password.
- Create a new customer list named as shown on the card, say the data is already hashed (SHA-256), with one column, Email, and set the schedule to Daily. Save. Google confirms with "You've connected a product".
Back in ADs the list gets a green tick, with the number of people, once Google has collected it.
One step left? Connecting the file is not the same as making the list. If Google has collected the file for more than a day and a half and your Google Ads account still has no list by that name, the Audiences tab shows "Not in Google Ads yet: one step left" on that list, opens the box by itself, and gives the exact step: in Google Ads open Tools, Shared library, Audience manager, press +, then Customer list; choose "Use an existing connection", pick HTTPS and the file named on the card (for example list-buyers.csv), name it exactly as shown (for example "ResultsAiX ADs: buyers"), tick Google's Customer Match confirmation and press Create. Data manager calls this "Add usage". ADs finds the list by that name within the hour, and campaigns can use it. Google renames these screens now and then: look for "HTTPS" and "Audiences". The files hold scrambled addresses only and follow the same EU, UK and Swiss rule. More lists, from Audience Vault, are under "More lists".
Google needs about a day to match a list and uses it once 100 or more people are matched. "Every audience in your Google Ads account" reads your lists with Google's sizes through the direct connection, or through your Google Ads script when the direct connection is on Test access. Google lets an account show ads ONLY to a customer list once it is eligible: a good policy and payment record, plus either 90 days of history and 50,000 US dollars of lifetime spend, or a completed advertiser verification (Google emails you when Customer Match is switched on). Until then, lists still work to keep customers out of ads and to watch how they respond. If Google says no, you see its reason on the list.