Google Ads Update Tracker

Customer Match is now widely available and easier to use

Introduced
Nov 15, 2021

Impact Rating
High

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.
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.
Screenshot showing example error "Unorganized column header"

Helpful links for this Google update

Official Google Announcement

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