Send audiences to Google Ads

Google Ads is search-based advertising that can be run across the Google advertising network and is shown to web users. Use search-based advertising to promote your brand, help sell products or services, raise awareness, and increase traffic to your website or stores.

This topic describes the steps that are required to configure campaigns to send customer profiles to Google Ads.

Note

This destination uses the Google Audience Partner API .

Changes to audiences are not immediately available in Google Ads. Allow for up to 48 hours after the point at which Amperity has finished sending audience updates for them to be available.

Important

Review the user consent policy for the European Union (EU) and European Economic Area (EEA), and then add the required columns to your orchestration or campaign.

Important

Amperity requires access to Google Ads. This access may expire or be removed periodically, depending on how OAuth is managed at Google Ads. If Amperity is unable to send data to Google Ads ask your DataGrid Operator to reauthorize access to Google Ads.

Note

Ask your DataGrid Operator or your Amperity representative for help configuring Google Ads as a destination to which you can send campaigns for customer activation.

Build a segment

Use the Segment Editor to build any audience using a series of dropdowns and picklists.

As you define the attribute profile for an audience be sure to refresh segment insights to see how many customers match your audience and to see how much value they bring to your business.

When the segment is ready, activate it, and then use it use it in a campaign to send to your preferred destinations for customer activation.

Which attributes should you use?

You can use any attribute that is in your customer 360 database to define your audience.

When the list of customers who belong to this audience is sent to Google Ads as part of a campaign you will be required to choose specific attributes to send.

Google Ads supports the following attributes: customer profiles.

Add to a campaign

Use the campaign editor to configure Amperity to send data to Google Ads. Add a segment, define exclusions and sub-audiences, and then define the audiences that will be sent to Google Ads.

To add Google Ads to a campaign

	Open the Campaign Editor. This is available from the Campaigns page. Click the Create campaign button in the top right corner of the page.
	Assign Google Ads as a destination for at least one treatment group. Note You may need to edit the attributes for the sub-audience to ensure Amperity is sending the right data to Google Ads.
	Click Edit attributes to review the attributes that Amperity will send to Google Ads. Google Ads accepts any combination of email address, phone number, first name, last name, zip code, and country attributes. Amperity pre-selects the list of attributes that may be sent to Google Ads. The Edit attributes page for Google Ads is similar to: Note The Merged Customers table is the default table from which data is sent to Google Ads, even though segments are often built from the Customer 360 table. This is by design. The Merged Customers table is the underlying table for customer profile data and is the source for all customer profile data that exists within the Customer 360 table.

Configure default attributes

Each unique destination that is configured to send data to Google Ads may be configured to have a set of default attributes that will sent to Google Ads every time this destination is associated with a treatment group in an active campaign.

Default attributes may be configured for a destination by clicking the Default attributes link next to the Create campaign button on the Campaigns page.

The source table is set to Merged Customers for most attributes. Your brand may configure each attribute to be pulled from the source table that best represents how your brand wants to use the attribute in Google Ads.

Google Ads has the following requirements:

Source attribute	Destination attribute
email	email
phone	phone
given_name	firstname
surname	lastname
postal	zip
country	country

Google Ads API Matching

Google Ads API matching can be done through the following list ID types:

• Contact information, including personally identifiable information (PII) matching

• European Union user consent

• Mobile device matching

• Advertiser-generated and assigned user ID matching

Contact Info Matching

Personally identifiable information (PII) is any data that could potentially identify a specific individual. PII data includes details like names, addresses, email addresses, and other profile attributes, but can also include attributes like a loyalty number, customer relationship management (CRM) system identifiers, and foreign keys in customer data.

A list can be matched to contact information that contains PII data. If a row contains a NULL value, it will be automatically filtered out by the connector and will be shown in the error logs. Each field should be matched to (at least) one of the following columns:

Amperity	Google API Key	Description
Email Address	email	For this key, the connector: Trims leading and trailing whitespace Converts to lower-case Hashes data as SHA-256
Phone Number	phone	Converts each phone number to E.164 format which represents a phone number as a number up to fifteen digits in length (without spaces) that starts with a + symbol. For example: +12061234567. For this key, the connector: Trims leading and trailing whitespace Hashes data as SHA-256
Last Name	lastname	For this key, the connector: Trims leading and trailing whitespace Removes spaces in-between Converts to lower-case Hashes data as SHA-256
First Name	firstname	For this key, the connector: Trims leading and trailing whitespace Removes spaces in-between Converts to lower-case Hashes data as SHA-256
Zip Code	zip	For this key, the connector: Trims leading and trailing whitespace Converts to lower-case
Country Code	country	A two-letter country code in ISO 3166-1 alpha-2 format. For this key, the connector: Trims leading and trailing whitespace Converts to upper-case

European Union user consent

The Google Ads API uses the Consent object to specify user consent signals for sending user data to Google for advertising purposes and for ad personalization.

Important

Customers must send the the required user consent signals when uploading data for advertising to customers in the European Economic Area (EEA) and/or to adhere to the European Union (EU) user consent policy. Not including these signals may result in lower match rates.

Required Column		Description
ad-personalization		Sets consent for ad personalization. Possible values: GRANTED, UNSPECIFIED, or DENIED. Default value: UNSPECIFIED. Important This value must be set to GRANTED to indicate that your brand has received the required user consent.
ad-user-data		Sets consent for sending user data to Google for advertising purposes. Possible values: GRANTED, UNSPECIFIED, or DENIED. Default value: UNSPECIFIED. Important This value must be set to GRANTED to indicate that your brand has received the required user consent.

Mobile Device ID Matching

A list can be matched to mobile device IDs. These may be identifier for advertising (IDFA) or Google advertising IDs (AAID) for mobile devices. If a row contains a NULL value, it will be automatically filtered out by the connector and will be shown in the error logs.

Amperity	Google API Key	Description
Mobile Device ID	mobile-id	A list of mobile device IDs provided to Amperity by the customer. For this key, the connector: Trims leading and trailing whitespace Converts to lower-case Retains any hyphens in the mobile device ID

User ID Matching

A list can be matched to advertiser-generated and assigned user IDs and/or to custom IDs created by the customer. This list of IDs must be provided to Amperity by the customer so they may be returned as part of the query data sent to Google Ads. If a row contains a NULL value, it will be automatically filtered out by the connector and will be shown in the error logs.

Amperity	Google API Key	Description
User ID	user-id	A list of customer IDs provided to Amperity by the customer. For this key, the connector: Trims leading and trailing whitespace Optional. Hashes data as SHA-256