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 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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