Google Ads retargeting

Remarketing campaigns show advertisements to people who visited your online store, but who are now on other websites. Exponea allows you to create marketing automation scenarios that reach out to these customers and present personalized messages to them.

This guide will help you to create a remarketing scenario that creates a remarketing audience from your website's customer list and uploads their details to Google Ads.

There are two possible ways of integrating Exponea with Google Ads audiences:

  1. Connect your Google Ads account with Exponea and use Google’s Customer Match feature to create custom audiences based on customer’s email address or customer’s mobile ID if you want to retarget users of your mobile application. Note: Using this option You can only target customers through Search, Gmail, and YouTube.

  2. Connect your Google Analytics account with Exponea and create a Google Analytics audience based on Google Analytics cookie. Then import this Google Analytics audience to Google Ads. Note that this is an experimental feature which is not intended for use in production scenarios.

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This article will now explain how to create a retargeting audience through Google Ads Customer Match. To learn how to achieve this through Google Analytics instead, click here.

Retargeting through Google Ads Customer Match

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Requirements for using Customer Match

Customer Match is not available for all Google Ads advertisers. To use Customer Match for Google Ads, your Google Adsaccount must have:

  • A good history of policy compliance with Google Ads
  • A good payment history in Google Ads
  • At least 90 days history in Google Ads.
  • More than USD 50,000 total lifetime spend in Google Ads

If Customer Match is available for your Google Ads account, you also need to have edit rights for your Google Ads account to implement this integration.

Read more about the requirements in the Google Ads docs article here:
https://support.google.com/adspolicy/answer/6299717?hl=en

Step 1: Integrate your Google Ads account with your Exponea project

First, go to integrations and connect your Exponea project to your Google Ads account, as shown below.

Step 2: Create a scenario to define your audience

Now you need to create a scenario which will define the desired group of customers for retargeting and will add them to your Google Ads audience. Create a flow as indicated below:

Double-click the retargeting node to open a modal window, select "Google Ads" and then "Customer match". Click on "Customer matching" to enable matching customers by Email, Phone, Mobile advertiser ID, and Google Ads ID.

Email

This has to be an email that the customer has used to create their Google account. This can be their Gmail account, but it is not necessary.

Phone

A customer’s phone number in the international format E.164. All characters except numbers will be removed before sending to Google, leading zeroes and the "+" sign is removed as well. It is hashed before transferring to Google. It is hashed before transferring to google.

Mobile Advertiser ID

A unique identifier of a customer’s mobile device. This can be either Apple’s Advertising Identifier (IDFA) or Android Advertising ID. You can track these IDs using your own mobile app.

Google Ads ID

Any ID that a company is using to identify customers that needs to be sent to Google beforehand via Google matching pixel.

User ID Matching (BETA)

Google User ID matching requires its own custom setup.

  1. You need to track this ID to Google beforehand. Setup special tracking Google matching pixels that you can find in the tag manager pre-set or track it within your existing tagging infrastructure.

  2. You need to manually create a new User ID-based customer list audience using Google Ads user interface

  3. Choose the newly created User ID audience in the Retargeting node configuration

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Once you upload the audience to Google Ads, the following process takes place

  • Google Ads will check the format of the uploaded data
  • Google Ads will match your data to your customers on Google's networks.
  • You can add this list to your targeting now, but matching can take up to 24 hours to finish
  • When matching is complete, your ads can start showing to your new audiences. Lists must have at least 1000 matched users for them to serve.
<!-- use this tag to send Exponea external ID to Google Ads and then use this User ID in the retargeting scenarios -->
<script>
  gtag('event', 'page_view', {
    'send_to': '[[GoogleAdsConversionID]]', // 
    'user_id': '{{ customer_ids.cookie if customer_ids.cookie is string else customer_ids.cookie | last }}'  // Exponea cookie, feel free to customize
  });
</script>

Removing customers

In case the customer asks for the removal of all his data, it is now possible to pick if you want to add or remove a customer to/from a Google Ads audience.

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Retargeting nodes track events automatically. This enables simple evaluations of retargeting scenarios that contribute to the single customer view of a customer.

Consent policy

Consent policy settings is part of the retargeting node, which simplifies the design of the retargeting scenarios and ensures that only people with proper consent will be pushed to Google Ads audiences.

Now click on the "Audience" drop-down, click + CREATE NEW. Give your audience a name and save it, then click save again to return to the scenario editor. Save the whole scenario now. You can click on TEST to see how many customers will flow to the retargeting node.

You can now start the scenario, which will add the defined customers to your Google Ads Audience.

Audience with the same name as you defined it should now appear in Audiences your Google Ads account.

Doubleclick Integration in Google Marketing Platform

Google allows you to share Google Ads audiences with Display & Video 360 (former Doubleclick Bid Manager) and Search Ads 360 (former Doubleclick Search).

Updated 17 days ago


Google Ads retargeting


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