Create Google Ads Audience Campaign

To create a Google Ads Audience campaign, go to the left-hand menu on the Dashboard and select Engage -> All Campaigns. 

Click on +Create Campaign at the top right corner of the All Campaigns page and choose Google Ads. The Google Ads Audience campaign creation page opens.

You can create a Google Ads Audience Campaign in three steps:

    1. Target Users - Select the target user group
    2. Audience Details - Choose the audience to be added or deleted from the Google Ads Account
    3. Schedule and Goals - Select the delivery schedule and define campaign goals

Step 1: Target Users

The target users section captures information about the campaign and the target user segment.

Campaign Details

Fill in the details describing the campaign in this section.


This field is used to select the Team associated with this campaign from the list of Teams. This field is enabled during campaign creation if your organization has “Teams” enabled. For more information, refer to Teams in MoEngage.

Campaign Name

This field is used to identify the campaign and is mandatory. This field can contain a minimum of 5 characters and a maximum of 256 characters.

Campaign Tags

Select the predefined tags or add new tags to identify your campaign. This dropdown contains tags that can be used to add context to your campaigns. These tags can describe the campaign's purpose, such as AbandonedCart, AbandonedWishlist, FirstTransactionand, and so on. Once added, tags allow you to filter campaigns on the All Campaigns page. For more information, refer to Tags.

Target Users

User Qualification Criteria

This section helps you define the users that you want to be added or deleted from the custom Google Ads Audience. There are two types of user segments that can be defined here:

      1. All Users that satisfy the Filter Criteria

        Choose All Users in Segment option to create a custom segment of all the users who satisfy the filter criteria chosen in the Target Users section.

      2. Users who perform a specific event and satisfy the chosen Filter criteria

        Choose the Based on Trigger Event option to create a custom segment of all the users who satisfy the filter criteria chosen in the Target Users section.

Target Users

This section helps you add criteria for the target user selection. For example, if you want to add/delete users who have added items to the cart but have not completed the purchase or users who have not received notifications or opened their app in the last 'x' days, and so on.

All Users User Property User Behavior User Affinity Custom Segment
Allows you to send the campaign to all the users of the app. When you use this option, you cannot add multiple filters.

Control Group

If this toggle is enabled, the users in the global control group are excluded from the target users selected. For more information, click here.

Step 2: Audience

Ad Account ID

Select the Ad Account ID that contains the details of the custom audience to which you wish to add/delete users. The default Ad account ID is auto-selected. The default Ad Account ID is configured in the Google Ads Audience settings page during integration. You can change the default selection at any time. 

Add/delete Google Custom Audience

Next, select the operation (add or delete users) you wish to perform via this campaign. 

Add users/ create new list

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

Delete users from existing audience

This option lets you delete users from the audience 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

There are four types of Custom Audiences, and these are shown in the Select/Create Custom Audience dropdown :

      1. Custom Audience matched based on Android Device Identifier

        This is the list of users from the target segment that are matched based on the Android device identifier. 

      2. Custom Audience matched based on iOS Device Identifier

        This is the list of users from the target segment that are matched based on the iOS device identifier. 

      3. Custom Audience matched based on Customer Information (Email ID and Mobile Number)

        This is the list of users from the target segment that are matched based on customer information - email id and mobile number.

      4. Unknown Audience

        This could a list of users from an old audience list where the mobile number or email id was not being used to identify the user. This is a rare occurrence.

Use existing custom audience

We will fetch and show the list of custom audiences that exist corresponding to the selected Ad Account ID. You can see the name and description of each custom audience and select the one you wish to use. In case you are not able to find the custom audience you are looking for, make sure you have chosen the right Ad Account ID. 

Create a new custom audience

You can also create a new custom audience on the fly and then use this custom audience to add users to Google Ads. The steps to create a new audience are as follows:

To create a new audience, select mceclip1.png button. The following screen pops up.


      1. Add audience name and description. Add meaningful information to help you identify the audience later.
      2. Choose the type of custom audience to be created using any of the following options: device identifier (Android), device identifier (iOS), or Customer info.

Once you add the new custom audience, you get the following success notification.


Matching Identifiers

You can either select one of the below-mentioned identifiers based on which Google Ads Audience will match the user.

    1. Device Identifiers (Google advertising identifier, iOS advertising identifier)

      Selecting this option will match the device identifiers and filter the users in the Audience.

    2. Customer Match Info

        • Email ID - You can choose the attribute that stores the Email ID of the customer in the DB here.
        • Mobile number - You can choose the attribute that stores the Mobile Number of the customer in the DB here.
      Selecting this option will match the customer information based on the identifer(s) chosen. For a better match, we recommend using both the Email ID and Mobile Number.

Either customer match or device identifier will be selected based on the audience type selected above. For Email and SMS, the default attributes are auto-populated based on the Email settings and SMS settings, respectively. 



Google does not allow the use of both Android and iOS device identifiers in the same cohort sync. Separate campaigns would have to be created for that.

Test Campaign

This option will help you test your connection and check the sync.

Step 3: Scheduling

In this step, set the scheduling criteria for your campaign. You have the following scheduling options:

      1. One Time sync
          • Send as soon as possible
          • Send at a specified date and time
      2. Periodic sync
          • Send daily at a specified time
      3. Event-Triggered sync
          • Active continuously (choose the start date, send time, end date and end time)

Conversion goals are optional. If you want to add a conversion goal, use mceclip0.pngto add a conversion goal.



  1. For the Google Ads Audience campaign, we will track conversions for a user once we send a user's details to Google Ads Audience for matching successfully. Since Google doesn't give any status about whether a user was synced successfully (added/deleted) or not, we assume a successful response from Google Ads Audience as a proxy for successfully synced.
  2. The sync is done asynchronously and can take anywhere between 6 to 48 hrs to complete.
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