Google has recently updated their Customer Match advertising policy for any company utilizing this tactic across Search, YouTube and Gmail ad campaigns. The requirements have become much stricter, so the option to utilize email addresses to inform your target audience criteria may no longer be available for many companies using Google Ads.

What Are Google’s New Customer Match Requirements?

In order to utilize Google’s Customer Match, your advertising account must have all of the following:

  • A good history of policy compliance
  • Good payment history (with Google and its Partners)
  • At least 90 days of ad history in Google Ads
  • More than $50,000 total lifetime spend with Google (this amount is only the media spend directly with Google and does not include any management fees or applicable spends with Amplified Digital.)

If your company does happen to meet the requirements above and you are interested in running Customer Match with your digital ad campaigns, please contact your Amplified team member to get started.

Unfortunately, if you have not previously used Customer Match, even if you meet the above requirements, your account is currently ineligible. Google is, however, working on creating an application process for those who meet the requirements and would like to request access to Customer Match, but we do not have an availability date at this time.

Should you have the ability to use Customer Match with your advertising campaign, please be sure to review the policies page for additional requirements, restrictions on sensitive information, and more.

For any questions or concerns as it relates to Google’s policy update, please reach out to your trusted source at Amplified Digital and we will be happy to help. Our experienced team is here to help you meet your digital business and advertising goals.