Google has issued new guidance regarding Customer Match usage in Google Ads, emphasizing the feature's privilege status and outlining stricter enforcement of privacy and targeting rules.
Customer Match Overview
Customer Match enables advertisers to:
- Upload customer lists for targeted advertising
- Create seed audiences for similar targeting
- Exclude existing customers from prospecting campaigns
- Deliver personalized messaging to known customers
New Compliance Requirements
Privacy and Consent
- Explicit user consent required for email list usage
- Stricter enforcement of privacy regulations
- Enhanced scrutiny of data collection practices
- Clear documentation of consent processes
Creative Guidelines
Three primary "not a creep" requirements:
- No targeting of minors
- No personalized individual targeting
- Respect for user opt-out requests
Risk of Non-Compliance
Google has emphasized serious consequences:
- Account suspension for rule violations
- Immediate loss of Customer Match privileges
- Potential broader advertising restrictions
- No appeal process mentioned
Recommended Actions
Immediate Steps
- Audit current Customer Match usage
- Review consent collection processes
- Evaluate targeting practices
- Document compliance procedures
2025 Planning
- Implement robust consent collection systems
- Update privacy policies and user agreements
- Develop compliant targeting strategies
- Establish internal compliance monitoring
This update reflects Google's increasing focus on user privacy and responsible advertising practices, requiring advertisers to maintain high standards of data usage and targeting practices.
