Customer Match is now widely available and easier to use
11/15/21 - Granular
Granular analysis and first look
As digital marketing shifts toward privacy-driven approaches, leveraging first-party data has become crucial. Google’s improvements to Customer Match facilitate stronger, privacy-safe customer relationships. By expanding access and streamlining usability, these changes empower advertisers to enhance their PPC strategies effectively.
In-depth Summary
Accessibility Expansion:
- Nearly all policy-compliant advertisers can now use Customer Match.
- Features vary by account history and spend:
- 90 days of compliance + $50,000 spend:
- Full access including targeting, observation, similar audiences, manual bid adjustments, and exclusions.
- All compliant accounts:
- Limited to observation and exclusions.
- 90 days of compliance + $50,000 spend:
Customer Match features available | Accounts with 90 days of policy compliant history in Google Ads and more than $50,000 lifetime spend | All policy compliant accounts1 |
---|---|---|
“Targeting” setting | Yes | No |
“Observation” setting | Yes | Yes |
Similar audiences for Customer Match | Yes | Yes (in “Observation” setting & Exclusions) |
Manual bid adjustments | Yes | No |
Exclusions | Yes | Yes |
Feature Overview:
- Targeting: Recommend relevant products/services post-purchase.
- Observation: Tailor experiences for Customer Match lists.
- Similar Audiences: Reach potential customers with similar traits to existing ones.
- Manual Bid Adjustments: Increase bids for frequent buyers.
- Exclusions: Exclude recent purchasers unlikely to buy soon.
Usability Enhancements:
- Upload Preview Tool: Identifies and fixes formatting issues during list uploads to prevent errors.
Helpful links for this Google update
Learn more about past Google updates
- Sep 2021 - Matching the Most Relevant Keyword to Every Search
- Oct 2021 - Link Your Zapier Account in the Google Ads UI
- Sep 2021 - Unlock Performance Insights with Enhanced Conversions
- Nov 2021 - Drive conversions across Google’s ad channels with Performance Max campaigns
- Nov 2021 - Customer Match is now widely available and easier to use
- Nov 2021 - Plan Across Your Entire Account with Performance Planner
- Nov 2022 - Building More Durable and Effective Audience Strategies in Google’s Ads Platforms
- Oct 2022 - Deliver More Helpful Search Ads by Adding Your Business Information
- Sep 2022 - Making it Easier to Manage Automatically Applied Recommendations
- Jul 2022 - Upgrade your Smart Shopping campaigns to Performance Max
- Mar 2022 - Reminder: Support for Expanded Text Ads Ends on June 30, 2022
- Feb 2022 - The New Privacy Sandbox Proposal: Topics for Interest-Based Advertising
- Feb 2022 - Google Partners: Evolving our partnership to serve you better
- May 2022 - Recap of Product Announcements from Google Marketing Live 2022
- Aug 2023 - Vehicle ads will be upgraded to Performance Max with vehicle feeds
- Aug 2023 - Get ready to upgrade your Discovery ads to Demand Gen
- Sep 2023 - Maximize views for your budget with Video View Campaigns on YouTube, now globally available
- Sep 2023 - Multiply your creativity with AI-powered tools for Search ads
- Sep 2023 - More information on Google Ads move to real-time bidding for apps
- Mar 2023 - New features to help you grow demand with Discovery ads
- Apr 2023 - First click, linear, time decay and position-based attribution models are going away
- May 2023 - Google I/O: Making AI helpful for everyone