Google Ads Update Tracker

Customer Match is now widely available and easier to use

Introduced
Nov 15, 2021

Impact Rating
High

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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