Google has allowed those who comply with its advertising policy to use email lists

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:

1. The “Targeting” setting – to recommend relevant products that customers might be interested in after they buy.
2. The “Watch” setting – to plan further actions, such as adjusting bids based on certain criteria.
3. Similar audiences – to attract users who are similar to your current customers.
4. Manual Bid Adjustment – to increase bids for users who frequently buy from you.
5. 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.