Create a Google Ads Audience Campaign

To create a Google Ads Audience campaign, follow these steps:

Navigate to the MoEngage Dashboard.
In the left navigation, do one of the following:
- Click Engage > Campaigns. The All Campaigns page appears. In the top right corner, click + Create Campaign. The Create Campaign page appears.
- Click Create New > Campaign. The Campaign page appears.
Under Audience, click Google Ads. The Google Ads Audience creation page appears.

Create a Google Ads Audience Campaign

You create a Google Ads Audience campaign in three steps:

Target Users: Define the campaign's target audience.
Audience Detail: Define the audience to add or delete from the Google Ads account.
Schedule and Goals: Define the campaign's delivery schedule and goals.

Step 1: Target Users

Campaign Details

Teams: If your organization uses teams, select a team from the list. For more information, see Teams in MoEngage.
Campaign name: Enter a name to identify and manage the campaign. The name must be at least five characters and cannot exceed 256 characters.
Campaign tags: Select up to five tags from the list to add context to your campaign and describe its purpose. Tags let you filter campaigns on the All Campaigns page. For more information, see Campaign Tags.

User Qualification Criteria

This section lets you define which users to add to or delete from the custom Google Ads Audience. You can define two types of user segments:

Select this option to include all users who meet the filter criteria. This creates a custom segment of all users who satisfy the filters chosen in the Target Users section.

Event-triggered campaigns let you sync audiences based on user action events. For example, you can remind users about items they added to a cart but did not purchase. For more information, see Create an Event-Triggered Campaign.

Select this option to create a custom segment of all users who meet the filter criteria chosen in the Target Users section.

After you set up the trigger conditions, create your segment filter in the All Users in Segment step.

Target Users

This section contains segmentation filters for choosing your campaign's target users. The following options are available:

This filter option lets you send the campaign to all app users. You cannot add multiple filters when using this option.

This filter option lets you target users based on user properties like first seen, last seen, or city. Click the User Property tab and do the following:

Select the desired attribute from the list. This activates filters based on the selected attributes. For example, number attributes can have filters such as 'is equal to', 'is not equal to', or 'is between', while string attributes have different filters.
Enter the filter value(s) to create the user segment.
Click + Nested Filter to add a filter for nested AND or OR conditions. (This step is optional.)

For more information, see Create Segments.

This filter option lets you target users based on their behavior or events, such as app/site opened or product viewed. Click User Behavior and do the following:

Select the execution condition and the desired user activity (event).
Enter the event frequency and time duration.
Click + Attributes and add an event attribute with a filter condition.
Enter the filter value(s) to create a rule.
Use the + Aggregation button to add aggregation functionality. For more information, see Aggregation Operations.
Click + Nested Filter to add a filter for nested AND or OR conditions. (This step is optional.)

For more information, see Create Segments.

This filter option lets you target groups of users based on their actions with specific attribute values. Click User Affinity and do the following:

Select the desired user event or attribute.
Select the user affinity parameter from the following:
- Predominantly: Select the affinity attribute with a filter condition and provide the affinity values.
- For a minimum of: Select the affinity attribute with a filter condition and provide the affinity values.
- Most no. of times: Enter a value or use the arrows to provide the top percentage of users.
- Least no. of times: Enter a value or use the arrows to provide the bottom percentage of users.
Enter or use the arrows to provide the time duration for the event.
Click + Attribute to add more attributes to the filter.
Click + Nested Filter to add a filter for nested AND or OR conditions. (This step is optional.)

For more information, see Create Segments.

This filter option lets you select an existing custom segment as the target audience.

Select a custom segment from the list as the target audience.
Click + Nested Filter to add a filter for nested AND or OR conditions. (This step is optional.)

For more information, see Custom Segments.

After you select the filter criteria, you can also do the following:

Create Multiple Filters: You can combine multiple user property rules, user activity rules, and custom segment rules to create a complex user segment.
1. Click + Filter.
2. Click AND or OR.
3. Select the attribute or event and define the filter conditions.
Exclude Users: Select this check box to define filters for users to exclude from the campaign.
Reset Filters: Click this option to reset the segmentation filters.
Show Count: Click this button to display the total number of users currently in the configured segment.

Google's EU User Consent Policy Compliance

info	Information This policy applies only if you have customers in the EU region. Otherwise, no action is needed. For more information, see Overview.

To comply with Google's EU User Consent Policy for clients syncing EU customer data from MoEngage to Google Ads:

Collect consent from those customers.
When creating a segment, add another filter in the User Property tab to include a consent parameter, along with your target audience:
- Consent for Ad User Data: Tracks consent for sending user data to Google for advertising.
- Consent for Ad Personalization: Tracks consent for personalized advertising.

Google sync.png

info

Information

Ensure that the users you send to MoEngage for syncing with Google have consistent consent types.

Google does not let you sync segments that contain users with mixed consent types simultaneously. For example, you cannot sync users with "Granted" and "Unspecified" consent types in the same batch.

What Happens If You Do Not Add This Filter?

If you send users with consistent consent, MoEngage syncs them to Google Ads.
If you send users with mixed consent, MoEngage fails the sync, and you see the following error:
"Failed due to mismatch in consent for the users"
If you send users with denied consent, Google fails the sync, and MoEngage shows the following error:
"Failed due to denied consent"

Control Group

This section explains how to use control groups. To exclude users from the campaign's target segment:

In the Enable Control Group section, enable the Global Control Group toggle. For more information, see Control Group.

Click Next to go to Step 2, or use the tabs at the top of the campaign creation navigation to move to Step 2.

Step 2: Audience Detail

Ad Account ID

Select the Ad Account ID that contains the custom audience to which you want to add or delete users. The default Ad Account ID is automatically selected and is configured in the Google Ads Audience settings page during integration. You can change the default selection at any time.

Add or Delete Google Custom Audience

Select the operation (add or delete users) you want to perform with this campaign.

With this option, you can add users from MoEngage to an existing audience or create a new list by specifying match criteria.

Select/Create Custom Audience

This option lets you select an existing custom audience or create a new one.

Types of Custom Audiences

The Select/Create Custom Audience list shows four types of Custom Audiences:

Custom Audience (Android Device Identifier)
This list matches users in the target segment based on their Android device ID.
Custom Audience (iOS Device Identifier)
This list matches users in the target segment based on their iOS device ID.
Custom Audience (Customer Information)
This list matches users in the target segment based on customer information (Email ID and Mobile Number).
Unknown Audience
This list might contain users from an old audience where the mobile number or Email ID was not used for identification. This is a rare occurrence.

Use Existing Custom Audience

We retrieve and display existing custom audiences that correspond to the selected Ad Account ID. You can see the name and description of each custom audience and select the one you want to use. If you cannot find the custom audience you need, check that you chose the correct Ad Account ID.

Create a New Custom Audience

You can also create a new custom audience, and then use it to add users to Google Ads.

To create a new audience:

In the Select/Create Custom Audience list, click + Add Audience.

The Create New Audience window appears.
Enter a name in the Audience Name field.
Enter a description in the Audience Description field.
Select the type of custom audience to create:
- Device Identifier (Android)
- Device Identifier (iOS)
- Customer Info
Click Create.

After you create the new custom audience, a success message appears.

This option lets you delete users from the audience by specifying match criteria.

Delete Users From

This option lets you delete users from the audience.

Match Identifiers

Select how Google Ads Audience will match users:

Device Identifier [Google Advertising ID (Android), Advertising Identifier (iOS)]: This option matches users by device identifiers to filter the audience.
Customer Match Info: This option matches users by customer information based on the identifier(s) chosen.
- Email ID: Select the attribute that stores the customer's Email ID.
- Mobile Number: Select the attribute that stores the customer's Mobile Number.

For best results, use both the Email ID and Mobile Number.

The system selects either customer match or device identifier based on the audience type you chose above. For Email and SMS, the default attributes populate automatically based on the Email settings and SMS settings.

info	Information Google does not let you sync both Android and iOS device identifiers in the same cohort. Create separate campaigns for each.

arrow_drop_down Test Campaign (Optional)

Test campaigns let you preview the campaign on a test device to ensure your notification appears as intended.

To test your campaign, select one of the following options and provide the attribute value for your test user:

Unique ID
Email ID
Mobile Number (Registered With MoEngage)
Google Advertising Identifier
iOS Identifier For Advertising
Device Push Token
Custom Segment

Click Next, or use the tabs at the top of the campaign creation navigation to move to Step 3, Schedule and Goals.

Step 3: Schedule and Goals

Delivery Schedule

arrow_drop_down One Time

Select this option to send the campaign immediately.

Select this option to send the campaign at a specific date, time, and time zone, or predicted time.

This section lets you schedule the campaign delivery:

Campaign Time Zone: The time zone in which the campaign should be sent.
Start Date: The date on which the campaign should be sent.
Send Time: The time at which the campaign should be sent. Select AM or PM based on the desired time of day.

arrow_drop_downPeriodic

Select this option to send the campaign periodically on specific dates and times. The following fields are available:

Campaign Time Zone: The time zone in which the campaign should be sent.
Start Date: The date on which the campaign should start.
Send Time: The time at which the campaign should be sent. Select AM or PM based on the desired time of day.
Periodic: The frequency of the campaign. You can choose from the following options:

Periodicity

Description

Daily

Repeat Every: Specify the number of days between campaign repetitions.

Weekly

Repeat Every: Specify the number of weeks for campaign repetitions.

Repeat On: Select the day(s) of the week for the campaign to be sent. For example, select Monday, Wednesday, and Friday.

Monthly

Repeat Every: Specify the number of months for campaign repetitions.

Repeat On: Select one of the following:

Days of Month: For date-specific repeating campaigns, select the date(s) of the month the campaign should be sent. For example, select the 5th and 25th in the calendar widget to send the campaign on those days.
Note: If the selected date(s) do not exist in the specified month (e.g., February), the campaign will be sent on the last day of that month. For example, if you select the 30th and 31st for February, one campaign will be sent on the 28th.
Days of Week: Select the day(s) of the week for the campaign to be sent. For example, select Monday, Wednesday, and Friday.
Note: If a day of the week does not exist in a month (e.g., the fifth Saturday), the campaign will be skipped for that instance. If there is an overlap (e.g., the 4th Monday and last Monday), only one instance will be sent.

Ends: Select when the campaign should end. Options are:
- On: The campaign ends on the specified End Date.
- After: The campaign ends after the specified number of Occurrences.

Conversion Goals

Conversion goals are optional. To add a conversion goal, click + New Goal.

You can add up to five conversion goals to track campaign business metrics. You can choose any app event as a conversion goal activity and set multiple goals. The first goal is considered the primary goal.

For example, to track customers who purchased an iPhone after your campaign, your conversion goal setup might look like this:

With multiple conversion goals, you can track more than one business metric or visualize a user action funnel. For example, you can check the number of users who:

Viewed the product page.
Added that product to the cart.
Made a successful order.

arrow_drop_downTracking Revenue Performance (Optional)

MoEngage lets you track the revenue generated by your campaigns. For example, you can track revenue generated by your product after sending a message. To track revenue performance, enable the Revenue Performance toggle for the relevant conversion goal.

In this example, to track revenue for orderSuccessful events, you must enable the Revenue Performance toggle.

After you choose the goal, select the numeric attribute that captures the order's total monetary value. For example, cartValue might contain the total order value. You can also choose the currency for reporting monetary values.

Set Attribution Window: You can define an attribution window, which is the time period after a user receives or clicks a campaign during which conversions are attributed to that campaign. By default, it is 36 hours, and the maximum is 10 days. For example, the attribution window might be set to 5 hours.

Your campaign is ready. Click Publish, and then confirm in the dialog box. Your campaign is now created.

info

Information

For Google Ads Audience campaigns, conversions are tracked after a user's details are successfully sent to Google Ads for matching. Because Google does not provide sync status for individual users, MoEngage considers a successful response from Google Ads as a proxy for successful syncing.
Syncing is asynchronous and can take 6 to 48 hours.