Exporting 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 — groups of people who share similar traits. For example, men from California aged between 35 and 44.

Google Ads allows you to pick the audience for your campaign from their database. Yet, if you want to target visitors of your website with ads on Google, you need to apply remarketing. With remarketing, you can create an audience based on the pages visitors viewed on your website. For example, you may want to show ads to blog readers or to people who flew off from your website without buying anything. Pretty cool, huh? But, that’s not all. You can do way more with audiences defined in Piwik PRO Audience Manager.

If you create and export an audience from Piwik PRO, you can use more detailed information about your visitors in your campaigns. For example, you can target visitors who used iPhone, signed up for a newsletter, or customers who spent over $100 in your online store. In this article, we’ll show you how to set it up.

Creating 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. When done, click Save.

Creating 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. Paste the Google Ads conversion ID.
  7. Toggle Export audience to Google Adwords.
  8. Select an audience from a drop-down menu.
  9. 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.
  10. In Tag triggers, select + Existing trigger and pick All page views, as you want to fire the tag on every page of your website.
  11. Click Edit the trigger and under Trigger Conditions choose Trigger for chosen audiences.
  12. Set the condition to Audience is Your New Audience.
  13. When done, click Save for a trigger and click Save for a tag.

Creating 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. Pick + Website visitors.
  5. Name the audience.
  6. Choose a template from the List members.
  7. In Visited page section, you will find the name of an exported audience when you click a drop-down URL menu.
  8. Select the exported audience and set the rule your audience equals 1.
  9. Enter an initial list size.
  10. Enter a membership duration.
  11. Enter an optional description of your audience.
  12. 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.

Checking 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.

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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