Google introduced the ability of AdWords advertisers to target known customers through phone numbers and postal addresses. This is achieved through AdWords' Customer Match targeting, which has not yet allowed advertisers to target customers by email address.
Customer Match will target customers based on the information provided in their Google account, which means they must be logged in before you can target them accurately.
When a match is found, AdWords will add the Google account to your Customer Match audience. Advertisements can target your Customer Match audiences across all of Google's services.
Google explains how this process works in this Help Center article:
After uploading your list of email addresses and / or phone numbers, AdWords will compare each hash string on your list with the chain, hackers' email address, or Google Accounts phone number. If there is a match, we add the corresponding Google account to your Customer Match audience. "
This new feature might be especially effective for companies that have a large database of customer phone numbers and postal addresses, but no access to the customer's email address information.
Lists of phone numbers and mailing addresses can be downloaded via Audience Manager in the new Adwords experience. You can find the Audience Manager in the Shared Library.
When identical customers are added to the audience list, the information can also be used to target similar audiences.
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