Send audiences to Google Ads

Note

This topic contains information about configuring a destination that sends query results to Google Ads using orchestrations. To configure a destination that sends audiences to Google Ads using campaigns see this topic .

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.

What is Google Customer Match?

“Google Customer Match” is a unified ad creation tool that you can use to create and publish search, display, and video ads across the Google-owned paid media ecosystem.

For example:

• Use Discovery campaigns to reach customers in the Promotions and Social tabs in Gmail .

• Use Google Ads to configure campaign types for search, display, video, app, local, hotel, call, smart, goal-based, and shopping.

• Run ads within search results on Google.com .

• Run ads within the Shopping tab on Google.com .

• Send audiences to DV360, and then run video advertising campaigns in YouTube Ads or on web pages using any of the available placement options . DV360 supports advertiser and partner networks.

Use Amperity to build high-value and/or product affinity segments that are based on first-party data, and then configure Amperity to use the Google Customer Match destination to send those segments to Google Ads.

Once uploaded, “Google Customer Match” hashes each record, and then matches all records against hashed user accounts that already exist in “Google Customer Match” to identify segments that contain records that match the ones sent from Amperity.

“Google Customer Match” builds audience lists that are reachable across the Google-owned paid media ecosystem.

Use these audience lists for precision cross-selling, to reach and convert new customers, and to improve the retention rate for your most loyal customers.

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.

Get details

Review the following details before configuring credentials for Google Ads and before configuring Amperity to send audiences to Google Ads.

	Credential settings Refresh token A refresh token is generated by the OAuth process and authorizes Amperity to send data to Google Ads. The value for the refresh token is updated automatically. Important Authentication for “Google Ads” must be completed within Google prior to configuring Amperity to send audiences to Google Ads.
	Review user consent policy 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.
	Required configuration settings Customer ID The customer ID for your brand’s Google Ads account. This value must be 10 digits and may not contain dashes. Audience name (Required at orchestration) The name of the audience in Google Ads that is managed by Amperity. This audience will be created by Amperity if it does not exist. Audience description (Required at orchestration) A description of the audience that is managed by Amperity. Membership duration The length of time (in days), after which a customer will be removed from this audience. This value may be between “0” - “540”. Set this value to “0” to remove audience member. To ensure customers stay in this audience ensure the frequency at which the audience is sent to Google Ads is less than the membership duration. Upload key type The type of key to use for audience matching in Google Ads. May be one of “Contact Info” or “Mobile ID”. Mobile app ID When “Upload key type” is set to “Mobile ID”, the ID for the iOS or Android app from which the mobile ID was collected.

Configure credentials

Configure credentials for Google Ads before adding a destination.

An individual with access to Google Ads should use SnapPass to securely share “refresh token” details with the individual who will configure Amperity.

To configure credentials for Google Ads

	From the Settings page, select the Credentials tab, and then click the Add credential button.
	In the Credentials settings dialog box, do the following: From the Plugin dropdown, select Google Ads. Assign the credential a name and description that ensures other users of Amperity can recognize when to use this destination.
	The settings that are available for a credential are determined by the credential type. For the “google-customer-match” credential type, configure settings, and then click Save. Refresh token A refresh token is generated by the OAuth process and authorizes Amperity to send data to Google Ads. The value for the refresh token is updated automatically.

Reauthorize Amperity

You may need to reauthorize access to Google Ads. This is necessary when an authorization token has expired or when it has been removed by someone with permission to manage access within Google Ads. To reauthorize access to Google Ads, follow the steps to configure OAuth and create a new credential.

Add destination

Use a sandbox to configure a destination for Google Ads. Before promoting your changes, send a test audience, and then verify the the results in Google Ads. After the end-to-end workflow has been verified, push the destination from the sandbox to production.

To add a destination for Google Ads

	Open the Destinations page, and then click the Add destination button. To configure a destination for Google Ads, do one of the following: Click the row in which Google Ads is located. Destinations are listed alphabetically and you can scroll up and down the list. Search for Google Ads. Start typing “google”. The list will filter to show only matching destinations. Select “Google Customer Match”.
	Select the credential for Google Ads from the Credential drop-down, and then click Continue. Tip Click the “Test connection” link on the “Configure destination” page to verify that Amperity can connect to Google Ads.
	In the “Destination settings” dialog box, assign the destination a name and description that ensures other users of Amperity can recognize when to use this destination. Configure business user access By default a destination is available to all users who have permission to view personally identifiable information (PII). Enable the Admin only checkbox to restrict access to only users assigned to the Datagrid Operator and Datagrid Administrator policies. Enable the PII setting checkbox to allow users with limited access to PII access to this destination. Restricted PII access is enabled when the Restrict PII access policy option that prevents users who are assigned to that option from viewing data that is marked as PII anywhere in Amperity and from sending that data to any downstream workflow.
	Configure the following settings, and then click “Save”. Customer ID The customer ID for your brand’s Google Ads account. This value must be 10 digits and may not contain dashes. Audience name (Required at orchestration) The name of the audience in Google Ads that is managed by Amperity. This audience will be created by Amperity if it does not exist. Audience description (Required at orchestration) A description of the audience that is managed by Amperity. Membership duration The length of time (in days), after which a customer will be removed from this audience. This value may be between “0” - “540”. Set this value to “0” to remove audience member. To ensure customers stay in this audience ensure the frequency at which the audience is sent to Google Ads is less than the membership duration. Upload key type The type of key to use for audience matching in Google Ads. May be one of “Contact Info” or “Mobile ID”. Mobile app ID When “Upload key type” is set to “Mobile ID”, the ID for the iOS or Android app from which the mobile ID was collected.
	After this destination is configured, users may configure Amperity to: Use orchestrations to send query results Use orchestrations and campaigns to send audiences Use orchestrations and campaigns to send offline events to Google Ads.

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