Create a Google Ads Audience Campaign

To create a Google Ads Audience campaign:

Navigate to the MoEngage Dashboard.
From the left navigation, use one of the following options:
- Click Engage > Campaigns. The All campaigns page is displayed. At the top right corner, click + Create campaign. The Create campaign page is displayed.
- Click Create New > Campaign. The Campaign page is displayed.
Under Audience, click Google Ads. The Google Ads Audience creation page is displayed.

Steps to Create a Google Ads Audience Campaign

The following are the steps to create a Google Ads Audience campaign:

Target users: Define the target audience for the campaign.
Audience detail: Define the audience to be added or deleted from the Google Ads Account.
Schedule and goals: Define the campaign's delivery schedule and goals.

Step 1: Target Users

This section contains the following:

Campaign Details

The campaign details section contains the following fields:

- Teams: If your organization has teams enabled, select a team in the drop-down list. For more information, refer to Teams in MoEngage. This field is used to select the Team associated with this campaign from the list of Teams.
- Campaign name: Enter the name of the campaign to manage and identify the campaign. The campaign name must have at least five characters, and the limit is 256.
- Campaign tags: Select campaign tags from the drop-down list, to identify your campaign. You can select a maximum of five tags. These tags can be used to add context to your campaigns and describe the campaign's purpose. Once added, tags allow you to filter campaigns on the All Campaigns page. For more information, refer to Campaign Tags.

User Qualification Criteria

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

This option helps you select all users who satisfy the filter criteria. Select the 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.

This option helps you select users who perform a specific event and satisfy the chosen filter criteria. Select 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.

Under Select Trigger Condition, define the event criteria that (when satisfied) will trigger the campaign.

In the IF section,
1. In the Select an event drop-down list, select a user action that needs to be performed to trigger the campaign. This is the primary filter condition.
2. Click + Attribute to add attributes to the filter. (This is optional)
3. Click + ADD FILTER to add another filter with the primary filter. (This is optional)
In the THEN trigger the campaign section,
1. Select Immediately to send the campaign within the next 30 to 60 seconds.
  You can send the campaign with only the If condition.
2. Select With Delay and provide the following details to define the timeframe and the event criteria to be fulfilled to send the campaign:
  1. Enter the number and select the minutes, hours, or days.
  2. Select Before or After the time.
  3. Select the action to be performed by the user in the drop-down list for the if condition. The user must perform the actions added within the time specified in the delay criteria after performing the first action.

Target Users

This section contains segmentation filters that help you choose the target users for your campaign. The following options are available:

This filter option allows you to send the campaign to all the app users. When you use this option, you cannot add multiple filters.

This filter option allows you to target the users based on user properties such as first seen, last seen, city, and so on. Click the User property tab and do the following:

Select the desired attribute in the drop-down list. This enables the filters based on the attributes selected. For example, attributes that are numbers can have filter conditions such as 'is equal to', 'is not equal to', 'is between', and so on, while string attributes have different filters.
Enter the filter value(s) to create the desired user segment.
Click + Nested Filter to add a filter to create nested AND or OR conditions. (This is optional)

For more information, refer to Create Segments.

This filter option 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. Click User Behavior and do the following:

Select the execution condition and the desired user activity (event).
Enter the event frequency and time duration for the event execution.
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 the aggregation functionality. For more information, refer to Aggregation Operations.
Click + Nested Filter to add a filter to create nested AND or OR conditions. (This is optional)

For more information, refer to Create Segments.

This filter option allows you to target groups of users created based on the user performing an action with a specific attribute value. For more information, refer to User Affinity. Click User Affinity and do the following:

Select the desired user event or attribute.
Select the user affinity parameter from the following:
- Predominantly: Select affinity attribute with a filter condition and provide the affinity values.
- For a minimum of: Select 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 execution.
Click + Attribute to add more attributes to the filter.
Click + Nested Filter to add a filter to create nested AND or OR conditions. (This is optional)

For more information, refer to Create Segments.

This filter option allows you to select a custom segment as the target audience.

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

For more information, refer to Custom Segments.

After selecting the filter criteria, you can do the following as well:

Create Multiple Filters: You can create and combine multiple user property rules, user activity rules, and custom segment rules to create a complex user segment using this option.
1. Click + Filter.
2. Click AND or OR.
3. Select the attribute or event and define the filter conditions.
Exclude Users: Select this checkbox to define the filter criteria for users to be excluded 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 who are currently in the configured segment.

Comply with the EU User Consent Policy of Google

info	Information This is applicable only if you have customers in the EU region. If not, you need not take any action. For more information, refer to Overview.

To comply with the EU User Consent Policy of Google for clients syncing EU customers' data from MoEngage to Google ads:

Collect consent from those customers.
While creating a segmentation, add another filter in the User property tab to include a consent parameter, along with your target audience.
- Consent for ad user data: Used to track consent for sending user data to Google for advertising purposes.
- Consent for ad personalization: Used to track consent for personalized advertising.

Google sync.png

info

Information

Make sure that the users you are sending to MoEngage to be synced with Google have the same consent.

Google does not allow us to sync a segment that has users with multiple consent types at the same time. Do not create a segment in which users have mixed consent types. For example, you cannot sync users with consent type "Granted" and "Unspecified" in the same batch.

What Happens If You Do Not Add This Filter?

If you send users with the same consent, MoEngage will sync them to Google ads center.
If you send users with the mixed consent, MoEngage will fail the sync. You will see the following error:
Failed due to mismatch in consent for the users
If you send users with denied consent, Google will fail the sync. MoEngage will show the following error:
Failed due to denied consent

Control Group

This section contains information about control groups for the campaign. To exclude users from the control groups, do the following:

In the Enable control group section, enable the Global control group toggle to exclude the users from the campaign's target segment. For more information, refer to Control Group.

Click Next or use the tabs on the top of the create campaign navigation to move to Step 2.

Step 2: Audience Detail

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 or delete Google custom audience

Select the operation (add or delete users) you wish to perform through this campaign.

With this option, you can add users from MoEngage to the 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

There are four types of Custom Audiences, and these are shown in the Select/create custom audience drop-down list:

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.
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.
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.
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 and then use this custom audience to add users to Google Ads.

To create a new audience:

On the Select/create custom audience drop-down list, click + Add audience.

The Create new audience pop-up window is displayed.
In the Audience name field, enter a name.
In the Audience description field, enter a description.
Select the type of custom audience to be created using any of the following options:
- Device identifier (Android)
- Device identifier (iOS)
- Customer info
Click Create.

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

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

You can select one of the following identifiers based on which Google Ads Audience will match the user.

Device identifier [Google Advertising ID (Android), Advertising Identifier (iOS)]: Selecting this option will match the device identifiers and filter the users in the Audience.
Customer match info: Selecting this option will match the customer information based on the identifier(s) chosen.
- 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.

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.

info	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.

arrow_drop_down Test Campaign (optional)

Test campaigns enable previewing the campaign on a test device to ensure that your notification is conveyed in the manner that you desire.

You can test the campaign you created by selecting any of the following options and providing the value for the attribute chosen 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 create campaign navigation to move to Step 3 "Schedule and goals".

Step 3: Schedule and Goals

This section contains the following:

Delivery schedule: Choose when the campaign should be delivered to your users and the periodicity of delivery.
Conversion goals: Choose the conversion goals and revenue metrics to be tracked for the campaign.

Delivery Schedule

arrow_drop_down One Time

Choose this option to send the campaign immediately to the target users.

Choose this option to send the campaign at the specified time, time zone, or predicted time.

This section helps you send the campaign on a specific date and time, and it contains the following fields:

Campaign time zone: the timezone 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 depending on when the time of day at which the campaign should be sent.

arrow_drop_down Periodic

Choose this option to send the campaign periodically on a specified date and time. The following fields are available in this section:

Campaign time zone: the timezone 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 depending on when the time of day at which the campaign should be sent.
Periodic: the periodicity of the campaign. You can choose from the following options available:

Periodicity

Description

Daily

Repeat every: This option allows you to specify the number of days after which the campaign should be repeated.

Weekly

Repeat every: This option allows you to specify the number of weeks for which the campaign should be repeated.

Repeat on: This option allows you to specify the day(s) of the week on which the campaign should be sent (For example, if you wish to send the campaign every Monday, Wednesday, and Friday, select these days in this option).

Monthly

Repeat every: This option allows you to specify the number of months for which the campaign should be repeated.

Repeat on: This option allows you do the following:

Days of month: Choose this option for repeating campaigns that are date specific. Select the date(s) of the month the campaign should be sent (For example, to send the campaign on the 5th and the 25th of a month, select the 5th and 25th in the calendar widget.).
Note: If the selected date(s) do not exist in the month specified (as it is a shorter month), a campaign will be sent on the last date. (For example, if the 30th and 31st are selected and the month is February, one campaign would be sent on the 28th).
Days of week: Choose this option to specify the day(s) of the week on which the campaign should be sent (For example, if you wish to send the campaign every Monday, Wednesday, and Friday, select these days in this option).
Note: In case of a day of the week not existing in a month (for example, fifth Saturday), the campaign would be skipped for that instance. And in case of overlap (for example, 4th Monday and last Monday), only one instance would be sent.

Ends: the date on which the campaign should end. The following options are available:
- - On: the campaign ends on the end date specified in the End Date field.
  - After: the campaign ends after the number of occurrences specified in the occurrences field.

Conversion Goals

Conversion goals are optional. So, if you want to add a conversion goal, click + New goal to add a conversion goal.

You can add conversion goals to track the business metrics for your campaigns. You can track a maximum of five conversion goals. You can choose any app event as a conversion goal activity and set more than one conversion goal. The first goal will be treated as a primary goal.

For example, if you want to track the number of customers who have purchased an iPhone after your campaign was sent. (Event: Purchase event, Product: iPhone). Your conversion goal setup might be similar to the following image:

With multiple conversion goals, you can track more than one business metric or visualize a funnel for your user actions. For example, if you want to check the following, you can do so with multiple conversion goals.

How many users have viewed the product page?
How many of them added that product to the cart?
How many of them made a successful order?

arrow_drop_down Tracking Revenue Performance (Optional)

With MoEngage, you can track the revenue generated by your campaigns. For example, you can track the revenue generated by your product after sending a communication. To track revenue performance, enable the Revenue performance toggle for the conversion goal for which you want to track the revenue.

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

After choosing the goal, you can select the numeric attribute that captures the order's total monetary value. In this example, cartValue contains the total order value. You can choose the currency in which your monetary value is being reported.

Set Attribution window: You can set an attribution window (a time period or window that is calculated since the user has received/clicked the campaign, for which you want to attribute the conversion goals to a specific campaign.) By default, it is set for 36 hours while the maximum attribution window can be set up to 10 days. In the example below, the attribution window is set to 5 hours.

Your campaign is now ready to be sent. Click Publish and confirm in the dialog box and your campaign is created.

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Note

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.
The sync is done asynchronously and can take anywhere between 6 to 48 hrs to complete.