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SEM

Now emails can now stay on Google Customer Match lists indefinitely

Google has removed the membership duration limit for Customer Match emails.

Ginny Marvin on May 16, 2016 at 10:04 am
  • More
google-adwords-red3-1920

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.

customer match no expiration

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:

Customer Match membership duration extended

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.

adwords customer match no expiration

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.


Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



About The Author

Ginny Marvin
Ginny Marvin is Third Door Media’s Editor-in-Chief, running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

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