14 DAY TRIAL // Google Ads advertisers who use the Customer Match advertising tool will no longer be able to use it with their ad campaigns after October 22 if they do not meet the necessary account history requirements.
The Customer Match Google Ads tool allows advertisers to deliver personalized ads to their customers and similar users across Google's Search, Shopping, Gmail, and YouTube platforms, matching them with the help of uploaded customer info the advertiser collected in a first-party context.
As announced in a policy update listing on Google's support website, advertisers who want to make sure that they still meet the requirements for the Customer Match program have to contact their account manager.
Moreover, for all advertisers who have successfully used the advertising tool to re-engage their customers across Search, Shopping, Gmail, and YouTube but do not match the program's requirements, Customer Match will be automatically disabled, and any campaigns using it may stop running starting October 22.
New advertisers will be able to apply to have Customer Match enabled on their accounts
Any Google Ads advertisers who haven't yet used Customer Match but want to give it a try can do so after October 22 by getting in touch with the account manager assigned to them to check eligibility and have the feature toggled on their account.
Unfortunately, all new advertisers who do not have an account manager yet, the Customer Match ad tool will be available.
However, Google will provide an application process for all advertisers who want to request access to the program and satisfy its requirements.
Although the Customer Match application process for new advertisers is not yet available, Google said in their policy update that an announcement would be made on the platform whenever applications are open.
"This policy will apply globally to all advertisers using Customer Match. The Customer Match policy page will be updated once this requirement goes into effect," says the policy update page.