Google last month announced that it will open Customer Match for more advertisers in Google Ads.
Starting in Fall 2021, advertisers with only good history of compliance can use Customer Match on the “Observation” setting without bid adjustments, and for customer list exclusions.
Advertisers that meet all requirements can use the “Targeting” setting and bid adjustments.
The requirements to use the “Targeting” setting and bid adjustments on Customer match are a good history of policy compliance, a good payment history, at least 90 days history in Google Ads, and more than 50,000 USD total lifetime spend.
Customer Match lists are audiences based on customer data: Email, Phone, First Name, and Last Name.
In March, Google introduced an instantly match rate view for Customer Match lists in Google Ads.