Google Ads Integration

WhatCounts offers a direct integration to Google Ads via segmentation. Any segment you create in WhatCounts can be easily synced to Google Ads as an audience. This article will detail how this integration works and how you can use it to launch targeted, data-driven ads within the Google Ads Platform, backed by WhatCounts data.

About Google Ads 

Google Ads is an online advertising ecosystem owned and operated by Google that allows users to deliver targeted, scheduled advertising content across various platforms, such as the Google Display Network, Google AdWords, YouTube, and more. Businesses use these platforms to promote their products and services to those who use those platforms. And since Google is such a ubiquitous part of the online experience, it's a very popular way for marketers to reach customers, both current and potential.

Within the Google Ads platform, marketers can choose specific goals for their ads – like driving conversions, phone calls, branding awareness, or website visits – and then they can customize their budgets and budget types (CPM or CPC) and targeting. They also control the cadence and scheduling of their advertising.

Google Ads Platforms 

Google has a big Internet footprint, and that means marketers have a lot of choices in where and how they can advertise online. Here are some examples of platforms within the Google Ads ecosystem where marketers can advertise — and where you can leverage your WhatCounts segmented audiences as a means of targeting:

  • Google Search - A way for marketers to craft paid search listings that appear within Google search results
  • Google AdWords - A way for marketers to promote their business to paid text ads that appear alongside Google search results
  • YouTube - A way for marketers to promote their business using 6- or 15-second videos that appear before or during YouTube content
  • Gmail - A way for marketers to get inside their recipients inboxes with a paid "email-like" ad that appears in their Promotions tab
  • Google Shopping - A way for marketers to promote their products in Google's dedicated Shopping interface, alongside similar products from different retailers and vendors
  • Google Display Network - A way for marketers to promote their business in paid text ads across thousands of websites within the Google Display Network

There are other areas, to be sure, but the above represent the biggest areas and the most obvious opportunities for ecommerce marketers.

Getting Started 

Before you can begin syncing your segments to Google Ads, you need to authenticate your Google Ads account within WhatCounts. Doing this will connect the two accounts. Here's how you do it:

  1. Visit Store Settings to put in your Google Ads Account ID number. This is usually a 10-digit number with two hyphens in it. You can include the hyphens when you type it in or copy+paste it in the field. You can find your Google Ads Account ID number in the top-right corner of the Google Ads interface by clicking on the user avatar.
  2. Once you enter the Google Ads Account ID number and click Save, you'll prompted to authenticate your login and approve any permissions needed for the integration to work.
  3. Once you authenticate, you should be redirected back to WhatCounts, and the connection will be complete.

About the Integration 

Since targeting on Google Ads is dependent on users' email addresses, WhatCount's integration with Google Ads depends on shared email addresses between your store and how Google is able to target individuals.

Syncing a segment to Google Ads means that as your segment updates every night with your store's e-commerce update, your Google Ads audience will update, as well — new customers will be added to your segment and Google Ads audience if they match the criteria and there is email address overlap with Google, and customers will be removed from your Segment and Google Ads audience if they fall out of the criteria match.

Syncing Segments 

Syncing a segment to a Google Ads Audience will create a new Remarketing Audience in Google named "WC [Original Segment Name]" which you can find in the Remarketing Audiences section of your Audience Lists, which can be accessed via Audience Manager.

The Sync to Google Ads feature is ideal for when you want your Google Ads campaign audiences to constantly reflect how your WhatCounts segments evolve over time. For example, a segment of Best Customers that will regularly change is an ideal segment to sync over to a Google Ads Audience.

Once the sync is successfully made, a status will appear on the Segment Management page associated with that segment indicating that syncing is active and when the last successful sync occurred. If a segment failed to sync for any reason, you will see an error associated with the segment on the Segment Management page.

Your Campaigns' audiences can also be synced to Google Ads as part of the final step of the Campaign activation process. Doing this allows for your campaign's recipients to be synced to Google Ads as soon as they are delivered your email. That way you're creating an email + retargeting "one-two punch," so to speak.

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