AdWords Customer Match lists no longer expire

Removing a maximum list duration of 180 days, Google is now alerting AdWords advertisers using Custom Match that email addresses will no longer expire.

customer match notification

Customer Match allows advertisers to build remarketing lists based on their customers’ email addresses. Where Google has a database match for that email address, customers will then see remarketing ads on Google search, Gmail and YouTube. Lists must be first party, and have to include at least 1,000 matching email addresses.

Why should you care?

Customer Match lists allow improved AdWords targeting and messaging, and can also be used as a negative list if focusing on customer acquisition rather than retention.

This revision will be of particular interest to advertisers wanting to retarget customers with seasonal promotions.

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About the Author Jeremy Templer

Jeremy is a Partner and Senior Consultant at SureFire. Jeremy has been working in search since 1996, when he joined the Australian search engine, LookSmart. After relocating to San Francisco, he was instrumental in the development of the company’s paid search ad platform. At analytics company Coremetrics (now owned by IBM) he established an in-house search agency managing campaigns for Coremetrics clients such as Macy’s, Bass Pro and Lands End.At Acxiom he managed members of the pioneering SEO firm Marketleap and worked with clients such as Capital One, American General Finance and Kaiser Health. Joining SureFire in 2009, he is the head of Paid Search Advertising and oversees the delivery of AdWords and other PPC campaigns. He also helps clients make sense of their website data.