Google is ever evolving, with new tools and policies being brought into play every other week. To ensure your clients are positioned to get the most out of their Ad campaigns, we like to keep our agencies in the know when it comes to policy updates.
Customer Match is described by Google as: “Customer Match lets you use your online and offline data to reach and re-engage with your customers across Search, Shopping, Gmail, and YouTube. Using information that your customers have shared with you, Customer Match will target ads to those customers and other customers like them.”
Customer Match has come a long way since it was first launched in 2015 and has been expanded to include phone numbers and addresses as well as emails. However after 22nd October 2018, additional requirements have been put in place for advertisers looking to use the tool. Now Google is asking for an established history for the Ad account, this includes:
- A good history of policy compliance
- A consistent payment history
- A proven track record (at least 90 day history in Google Ads)
- More than 50,000 USD total lifetime spend
For agencies who are already using Customer Match and are eligible to continue to do so (they meet all the above requirements), they can contact their assigned account manager who will inform them of their current status.
Some agencies will find they are no longer able to use Customer Match. This is because they do not fulfil the new requirements.
Those agencies who have never used Customer Match will not be able to do so in the near future. Google Ads has confirmed its intention to set up an application process, however they have not provided a specific date when this will be implemented. Instead, an announcement will be made when the application process is available.
For more information, please check out the updated Google Ads Policy here .