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:
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- Target Users - Select the target user group
- Audience Details - Choose the audience to be added or deleted from the Google Ads Account
- 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.
Teams
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:
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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.
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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.
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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.
Allows you to target the users based on user property such as first seen, last seen, city, and so on.
Select the User Properties and do the following:
- Select desired user property and filter conditions.
- Provide the filter value/s to create a rule.
For more information, refer to Create Segments.
Allows you to target the users based on the behavior of the user or event such as app/site opened, viewed product, and so on.
Select the User Behavior and do the following:
- Select the execution condition and the desired user activity (event)
- Provide event frequency and time duration for the event execution
- Add Event attribute with a filter condition
- Provide the filter value/s to create a rule.
For more information, refer to Create Segments.
Affinity Segments are groups of users created based on the user performing an action with a specific attribute value.
For more information, refer to User Affinity.
Select User Affinity and do the following:
- Select the desired user event or attribute.
- Select the user affinity parameter from
- Predominantly Select affinity attribute with a filter condition and provide the affinity values
- Minimum of Select affinity attribute with a filter condition and provide the affinity values
- Most number of times: Type or use the arrows to provide the top or bottom percentage of users
- Least number of times: Type or use the arrows to provide the top or bottom percentage of users
- Type or use the arrows to provide time duration for the event execution.
- Click the Attribute button to add more attributes to the filter.
Select the Custom Segment section, then select the desired custom segment to create a rule.
For more information, refer to Custom Segments.
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
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 :
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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.
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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.
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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.
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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.
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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 button. The following screen pops up.
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- Add audience name and description. Add meaningful information to help you identify the audience later.
- Choose the type of custom audience to be created using any of the following options: device identifier (Android), device identifier (iOS), or Customer info.
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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.
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Device Identifiers (Google advertising identifier, iOS advertising identifier)
Selecting this option will match the device identifiers and filter the users in the Audience.
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Customer Match Info
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- 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.
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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.
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Note 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:
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- One Time sync
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- Send as soon as possible
- Send at a specified date and time
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- Periodic sync
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- Send daily at a specified time
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- Event-Triggered sync
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- Active continuously (choose the start date, send time, end date and end time)
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- One Time sync
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Conversion goals are optional. If you want to add a conversion goal, use to add a conversion goal.
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