Export an audience to Google Ads

When you’re advertising with Google Ads you want to reach the right people with your message. Therefore, you’re using audiences.

Google Ads allows you to pick the audience from its database. If that’s not enough, you can send information about your website’s visitors to Google Ads via the remarketing tag. With this tag, Google Ads will know which pages a person viewed on your website and you will be able to create an audience with a page-based condition. For example, an audience of people who viewed the pricing page.

If that’s still not enough and you want to use more information about your visitors to target them with Google Ads, you can create an audience in Audience Manager and export it to Google Ads. In this article, we’ll show you how to set it up.

Create an audience in Audience Manager

First, you need to define an audience in Piwik PRO Audience Manager.

To create a new audience, follow these steps:

  1. Log in to Piwik PRO.
  2. Go to Menu > Audience Manager.
  3. In the left-side menu click Create new audience.
  4. Name the audience.
  5. Set up conditions for your audience by dragging and dropping Attributes and Events from the right-side menu.
  6. Set up conditions for an audience in Audience Manager.
  7. When done, click Save.

Create a tag for an audience export

When we have the audience ready, we need to create a tag that will pass the information about this audience to Google Ads. For that, we’ll use a Google Ads Remarketing tag.

To create a tag for an audience export, follow these steps:

  1. Log in to Piwik PRO.
  2. Go to Menu > Tag Manager.
  3. In the left-side menu click Create a new tag.
  4. Name the tag.
  5. Pick Google Ads Remarketing template and click Save.
  6. Select Google Ads Remarketing tag.
  7. Paste the Google Ads conversion ID.
  8. Add a conversion ID to Google Ads Remarketing tag.
  9. Toggle Export audience to Google Adwords.
  10. Toggle export audience to Google Adwords.
  11. Select an audience from a drop-down menu.
  12. Select an audience for the export.
  13. By default, the advanced tag settings will be set for Remarketing and Respect visitor privacy will be turned on. This setting will work together with Consent Manager and the tag will work only for visitors who consent to advertising cookies.
  14. Advanced tag settings in tag.

    Note: If you’re not using Consent Manager, set the tag type as Does not require consent.

  15. In Tag triggers, select + New trigger and select Page view event type.
  16. In Audiences, choose Trigger for chosen audiences.
  17. Set the condition to Audience is Your New Audience.
  18. Select an audience in trigger settings.
  19. When done, click Save for a trigger and click Save for a tag.

Create a remarketing list in Google Ads

With an audience and tag at hand, you can create a remarketing list in Google Ads. A remarketing list is a collection of website visitors gathered by snippets of code added to your site. So a remarketing list is a type of audience in Google Ads.

To create a new remarketing list in Google Ads, follow these steps:

  1. Log in to Google Ads.
  2. Go to Tools > Audience Manager.
  3. Click + (Create remarketing list).
  4. Create a remarketing list in Google Ads Audience manager.
  5. Pick + Website visitors.
  6. Name the audience.
  7. Choose a template from the List members.
  8. In Visited page section, you will find the name of an exported audience when you click a drop-down URL menu.
  9. Select an audience from the list.
  10. Select the exported audience and set the rule your audience equals 1.
  11. Audience setup in Google Ads Audience manager.
  12. Enter an initial list size.
  13. Enter a membership duration.
  14. Enter an optional description of your audience.
  15. Click Create Audience.

Tip: Depending on the size of the audience you may wait a day or more until Google records your request for an audience.

Check the audience in Google Ads

After some time, you may check up on your exported audience and see if the list is growing. When the list reaches a minimum number of people needed for ads to show up (100 or 1000 active visitors depending on the targeted network) you will be able to use it to create a new campaign.

To check your audience in Google Ads, follow these steps:

  1. Log in to Google Ads.
  2. Go to Tools > Audience Manager.
  3. Pick the audience from the list.
  4. View the audience.
An audience in Google Ads.

Tip: Google Ads will automatically create an audience with interests similar to the people from your exported audience. You will find it on the audience list titled Similar to Your Exported Audience.

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