Google Customer Match policy update: important information for advertisers

Google's Customer Match allows advertisers to use their first-party data to reach audiences through different types of campaigns, making it one of the most valuable features for brands. However, the new policy update introduces new standards designed to protect the user experience.

Google noted that advertisers who abuse Customer Match may lose access to this feature. This applies to violations such as potentially harming users or creating a poor user experience. Repeated violations of these clauses may result in account suspension. However, Google emphasized that suspension of accounts for violations of the Customer Match policy will not be immediate. Advertisers will be notified at least seven days prior to any type of Google Ads account suspension.

🚀 It's important to note that Google will carefully analyze user feedback, especially if their ads receive negative interactions or problem reports. Advertising that is considered deceptive or harmful may result in Customer Match restrictions. Persistent violations of the Customer Match policy will result in account suspension. The update takes effect on January 13, 2025.

• 📌 Advertisers using Customer Match for any Google Shopping campaigns should review their user data collection practices.
• 📌 User consent must be obtained before collecting their email (or any other data).
• 📌 Make sure you are not targeting people under 18.
• 📌 Don't personalize your ad too much and follow user feedback.
• 📌 Educate your team so that everyone involved in managing Google Ads campaigns understands these changes.