Now emails can now stay on Google Customer Match lists indefinitely

Google has removed the expiration time for emails to remain on a Customer Match List.

Google is alerting AdWords customers when they log into their accounts that the previous 180-day limit has been removed and all customer match lists that had been set to the maximum 180 days have been automatically updated to the new “No Expiration” setting.

The change will allow advertisers to retarget customers seasonally, serve campaigns for reorders and upsells beyond 180 days, among other strategies that depend on longer cycles.

AdWords users logging in will see the following alert:

The maximum length of time a customer can stay on a Customer Match list has changed. Membership no longer needs to expire for these lists, and all lists using the 180-day maximum have been updated to the new setting.

Google launched Customer Match last fall, enabling advertisers to upload existing customer email lists to target those users with ads on Google search, Gmail and YouTube.

About The Author

Ginny Marvin

Ginny Marvin is Third Door Media's Editor-in-Chief, managing day-to-day editorial operations across all of our publications. Ginny writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, she has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.