Google Ads seems to be rolling out a new customer match option named "enhanced matching." Google writes this allows you to "Expand your audience reach with your consented user lists." Google will then "match your consented users with publishers' consented users where available."
This was spotted by Joey Binder who posted a screenshot of this on LinkedIn (hat tip to PPC News Feed) - here is that screenshot:
Joey wrote, "Some documentation states it's supposed to help with match rates on customer lists (which is something I'm focusing more on these days), so it's sort of disguised in that, but it also says it's 'expanding' your matches."
Alec Perelman replied on his post saying, "I've been testing this feature with a campaign that runs exclusively exact and phrase match and, frustratingly, search query report has been showing some pretty wildly inappropriate matching. Have since turned it off."
Greg Finn found the help document, which can be found over here it says:
Enhanced matching is a feature that helps you securely and privately match your Customer Match lists with publishers' lists. This allows you to expand the reach of your audience lists, find more of your existing customers, and improve your campaign performance while prioritizing user privacy. Enhanced matching, unlike the traditional Customer Match, works in environments without third-party cookies and has a maximum membership duration of 60 days, rather than 540 days.Enhanced matching uses a privacy-safe technology to match your Customer Match and publisher lists. This secure, isolated digital space is where your customer data can be processed.
Important: Publishers and advertisers using enhanced matching only have access to their own PII. While enhanced matching matches your user data to build your secure, matched lists for more effective ad targeting, your customer data is private and protected.
- Platform compatibility: With enhanced matching, you can upload email addresses that aren't associated with Google accounts.
- Improved match rates: Reach more of your existing customers by securely matching your lists with publishers.
- More effective ad targeting: Improve the match rate of your Customer Match audiences by using all email address types leading to more precise and effective campaigns and improved ad serving, including in third-party cookieless environments.
- Enhanced user privacy: Protect your customer data through a secure matching process where raw information is never shared between parties.
Forum discussion at LinkedIn.
