To create a Google Ads Audience campaign, perform the following steps:

1. On the sidebar menu in MoEngage, hover over the Engage menu item . The Engage menu appears.
2. Click + New Campaign. You can also click All Campaigns on the Engage menu and then click + Create campaign on the All campaigns page.
3. On the New Campaign dialog box, click Google Ads. The Google Ads Audience creation page appears.

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Steps to Create a Google Ads Audience Campaign

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

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

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Step 1: Target Users

This section contains the following:

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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.

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User Qualification Criteria

This section helps define the users you want to add to or remove from the custom Facebook Audience. You can define two types of user segments here:

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Target Users

This section provides segmentation filters to select your campaign’s target users. The following options are available: 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.

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Comply with the EU User Consent Policy of Google

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.

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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

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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.

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Step 2: Audience Detail

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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.

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Add or delete Google custom audience

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

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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.

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 campaign creation navigation to move to Step 3, Schedule and Goals.

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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.

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Delivery Schedule

One Time

• As soon as possible
• At specific date and 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.
  

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.
  

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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?

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.