Some Customer Match features will be available to all advertisers who comply with the policy

Google Ads’ Customer Match will be available for all policies that comply with the policies in the coming weeks, the company announced Monday. However, certain features, such as targeting and manual bid adjustments, will only be available to advertisers with a 90-day compliance policy and more than $ 50,000 in lifetime spend.

In addition to this announcement, Google Ads also introduces an upload preview tool that enables advertisers to see formatting issues and apply suggested fixes directly to the interface.

Why we worry. Advertisers who follow Google Ads policies have access to a number of useful features: While still unable to target their Customer Match lists, they can now observe their list to see how well it is performing in relation to the general audience. They can also exclude customers, which can help maintain the budget. For advertisers who already have access to Customer Match, nothing changes except the new upload preview tool, which can make troubleshooting your lists a little more convenient.

While this change extends useful features to many advertisers, it can also be good for Google. By giving advertisers a slice of Customer Match, they can decide if it pays to pursue those $ 50,000 lifetime spend so that they are eligible for all the features.

The features vary depending on your account. As was previously the case, the full set of Customer Match features remains available to advertisers with 90 days of policy compliance and more than $ 50,000 in lifetime spend. Policy-only advertisers (less than 90 days or less than $ 50,000 in lifetime) do not have access to the targeting option or manual bid adjustments, and they only have access to similar audiences so Customer Match can observe performance and exclude audiences from their campaigns.

Customer match features available Accounts with 90 days of policy-compliant history in Google Ads and more than $ 50,000 lifetime spend All accounts that comply with policy
“Targeting” setting Yes None
“Observation” setting Yes Yes
Similar audiences for Customer Match Yes Yes (in “Observation” setting and exclusions)
Manual bid adjustments Yes None
Exclusions Yes Yes

Google has provided the following examples of how to use the above Customer Match features:

  • “Targeting” option: Recommend other relevant products or services that your customers may be interested in after purchasing from you.
  • “Observation” setting: Provide a different experience for customers on your Customer Match lists who may be interested in something else you have to offer. Note that if you use Smart Bidding, your Customer Match Lists added under the “Observation” option will be used as signals for Smart Bidding strategies.
  • Similar Audiences: Reach new customers who share similar characteristics with people who have already bought from you.
  • Manual bid adjustments: Bid higher for users who often buy from you.
  • Exclusions: Exclude customers who have bought from you recently but who are unlikely to buy back soon.

The new upload preview tool. This new feature shows advertisers all formatting issues and enables them to apply proposed fixes directly from the interface.

The Customer Match upload preview tool in Google Ads. Image: Google.

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George Nguyen is the editor of Search Engine Land, which covers organic search, podcasting and e-commerce. His background is journalism and content marketing. Before entering the industry, he worked as a radio personality, author, podcast host and elementary school teacher.

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