The source – support.google.com
Email lists are allowed to be used by more advertisers. Google Ads has made email lists available in two modes:
- "Observe" - in all accounts that do not violate Google Ads' advertising policy for 90 days;
- "Targeting" - in accounts where total advertising spend was more than $50,000.
All accounts that comply with the advertising policy for 90 days or more can:
- use email lists to monitor;
- similar audiences - to track performance and exclude audiences from campaigns.
Advertising accounts with expenditures over $50,000, subject to the advertising policy of 90 days or more, can:
- Use email lists for targeting;
- similar audiences - for email lists to monitor performance, reach and engagement with audiences, change bids for audiences and exclude them from campaigns.
Google suggests using features for email lists as follows:
- The "Targeting" setting - to recommend relevant products that customers might be interested in after they buy.
- The "Watch" setting - to plan further actions, such as adjusting bids based on certain criteria.
- Similar audiences - to attract users who are similar to your current customers.
- Manual Bid Adjustment - to increase bids for users who frequently buy from you.
- Exclusions - to avoid showing ads to users who have recently made a purchase and are unlikely to buy from you again soon.
Google Ads has also added an email list download preview. The feature allows you to apply a suggested fix right in the interface and will help you avoid errors due to incorrect formatting.