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Google announced an exciting new feature today: Customer Match, which allows marketers to craft campaigns from their CRM data and seems like a clear response to Facebook’s highly successful Custom Audiences and Lookalike modeling. The quick and dirty description from the AdWords blog is: “Customer Match is a new product designed to help you reach your highest-value customers ...
The recent news of Google automatically opting all KWs into close variants is the latest AdWords change that will touch the majority of advertisers. So what are we are really looking at, what issues does it present, and how do we solve them? What it means to lose the option to opt out of close variants In the past, Google offered the ability to either opt in or out of close variant matching.