Google Ads and PeopleStage

Apteco integrates with Google Ads and the Customer Match feature. This integration enables PeopleStage to target a Google Ads Customer MatchClosedAllows you to upload email addresses for your existing contacts as a remarketing list inside Google Ads. You’ll need a large enough list for ads to be displayed since the email addresses are matched to Google Accounts and it’s likely that only a portion of your list will have a Google Account associated with their email address audience, re-activate pre-defined Campaigns/AdGroups/Ads and gather the statistics of the AdGroups responses to generate reports and reflect the campaigns performances in PeopleStage

Within PeoleStage you can perform the following Google Ads tasks

  • Set up Ads Channels - in the Channel Editor in conjunction with your Google Ads Manager Account

  • Publish Ads - re trigger pre-defined Campaigns/AdGroups/Ads and upload a Customer Match remarketing list

  • Generate Response Reports - in conjunction with the FastStats Google Response Gatherer

Google Ads are created in the Google Ads Manager Account, Ad Groups are groups of Ads that may be associated with a particular Campaign in Google Ads. You must use a PeopleStage People Campaign, Ads are different to Social campaigns in that you will target individuals by uploading an Audience to the social platform.

A user with Admin permissions must configure the social media channels within PeopleStage; this topic concentrates on setting up a campaign within PeopleStage.

Added in Q1-2021 - Social Media Exclusion Audiences (this is a beta feature)

Adding Exclusions to a Google Ads Campaign

  • Firstly set up a new People Campaign in PeopleStage.

Google Ad Campaign in PeopleStage

The Audience contains selections that form the Custom Audience uploaded to the Audience section in the Ad GroupClosedAn ad group contains one or more ads that share similar targets. In this Audience, you can add exclusion selections as well as inclusion selections to ensure the correct individuals are uploaded.

A Message contains a Content and Delivery step. For a social Ad campaign, the Ad Groups and Ads are set up in the social platform, therefore the majority of the time the Content step will remain blank.

Delivery

The Delivery step is where you define How you wish to target the individuals in the Audience.

  1. Select the Ad GroupClosedAn ad group contains one or more ads that share similar targets you wish to send the Custom Audience to from the Advert Name drop-down menu.

  2. Enter a Custom Audience name and choose a Target option from the drop-down:

  • Target Audience - Use the list only

  • Target Audience and Lookalikes - use the list and lookalikes

  • Target Lookalikes Only - use lookalikes only

Further lookalike preferences are available in the PeopleStage Channel Editor

Lookalikes are created and processed in the Social platform. The individuals selected in this process are outside of PeopleStage's control.

Exclusion Audience

You can specify an Exclusion Audience on the Delivery Step, the Exclusion Audience is uploaded to the Exclude area of the Audience within the Ad Set in the Social Platform.

Add Google Ads Exclusion Audience

  • Drag and drop selections built at People level from the Audience folder in the Library into the Exclusions area in the Delivery step.

Additional Exclusions

PeopleStage creates another Exclusion drop-zone where you can add more Exclusion Audience Selections. A natural OR is applied to the selections added.

For example, the exclusions can include complainers, deceased or importantly people who have made a recent purchase of what the ad is promoting.

Running the Campaign

Ad Campaign Channels are set up by a PeopleStage administrator in the PeopleStage Channel Editor, the administrator sets up the Audience Type in the Output Settings tab. The Audience Type options are:

  • Dated Audience - Add a date stamp on the end of the file uploaded but do not replace the existing file

  • Override Audience - Replace existing Audience file every time

  • Append to Audience - Append new records to an existing file

The Audience Type setting in the Channel Editor will also apply to the exclusion file which is created.

When the Campaign is published, and the Delivery step runs, two files will be created. One Custom Audience and one Exclusion Audience and will be uploaded to the relevant areas in the Audience within the Facebook Ad Set or the Twitter and Google Ads Ad Group.

PeopleStage and Google Matching

Once a file has been uploaded to the platform, Google will begin to match it to the universe. As at the time of writing this, Google warns this could take up to 5 days, especially when the Similar option is selected in the Channel Editor - Lookalike spec setting. Google will process both files at the same time. Once completed, PeopleStage will start to gather engagement statistics.