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Can you briefly explain the customer match and how large does the list have to be? So you're talking about the customer segment which used to be called custom intent and custom affinity. Now they put it all together. You will hear different replies from different people. Some say put fifty keywords in there. Some will say put five.
What I've done quite often is I made two custom audiences. One with five keywords and one with fifty. Run them in separate ad groups and see the difference. Whichever one is working well.
Let it run whichever one is under performing switch it off. And then you will know that every time I put in fifty keywords in a custom segment it performs well compared to five. So I wouldn't go to fifty to be honest with you. Maybe 15 or 20 is more than enough. Because the algorithm is now getting clever and clever.
