Google announced that Customer Match is now “widely available” and also a new preview tool to help you figure out errors or issues with using the tool. Google is opening Customer Match to “all policy compliant advertisers” with more than $50,000 lifetime spend.
Customer Match lets you use first-party data to share the unique insights you have about your customers beyond Google’s understanding by bringing in your own data into it. Customer Match helps you reach custom segments of your existing customers and deliver a tailored message when it’s most relevant to them by uploading first-party customer data, which Google uses to match against Google users.
Google recently opened Customer Match to more advertisers in May but now is opening it up more widely to:
- All policy compliant accounts1 can use Customer Match and similar audiences for Customer Match to observe performance and exclude audiences from your campaigns.
Here is the grid from Google on who is getting this:
- “Targeting” setting: Recommend other relevant products or services your customers may be interested in after they purchase from you.
- “Observation” setting: Provide a different experience for customers on your Customer Match lists that may be interested in something else you have to offer. Note that if you’re using Smart Bidding, your Customer Match lists added under the “Observation” setting will be used as signals for Smart Bidding strategies.