Using Google Ads in Ortto
Overview
This page explains how to get the most out of your Google Ads integration by using Google Ads as a data destination for Ortto audiences and leveraging Google Ads shapes within journeys.
Learn more about connecting Google Ads in Ortto.
Using Google Ads as a destination
Google Ads as a conversion destination
The conversion destinations feature enables you to send system, data source (such as Shopify) and custom activity events to your Google Ads account. Once you have enabled conversion destinations for a particular activity, events associated with the activity can be sent as conversion data to Google Ads.
Here's how to set Google Ads as a conversion destination for an activity:
- Go to Activities under the CDP section in the sidebar.
- Search/select the activity you want to send to Google Ads.
- Under Conversion destinations click Add destination > select Google Ads.
Learn more about conversion destinations in Managing activities.
Google Ads as an audience destination
You can use Ortto audiences synced to Google to create campaigns. Here’s how to set Facebook Ads as a destination:
- Go to CDP> Audiences and select the audience you want to edit.
- In the audience view, click Add or edit under Destinations in the left panel.
- Select Google Ads, then click Save.
TIP: If you have connected multiple Google Ads accounts to your Ortto account, you will be required to select which account you wish to use when configuring your Google Ads action or conversion destination.
Using Google Ads in campaigns
You can use Ortto's Journeys or Playbooks to manage your Google Ads audience by adding or removing contacts based on specific conditions.
Here’s how it works:
- Add contacts: Automatically include contacts in your Google ad audience when they meet certain criteria.
- Remove contacts: Automatically exclude contacts from your audience if they no longer meet the conditions.
Use-case: Target customers at different stages of the buying cycle
For customers who are within a trial onboarding cycle, you could use an activity such as Chargebee’s New trial has occurred in the last 3 days as a journey entry criteria. Within that journey, you can add an Action shape to add that person to a Google Ads audience segment named Trial customers. You can then use Google Ads Customer Match to serve tips and guides on using your product to those customers.
For customers who have recently made a purchase, you could use an activity such as Shopify’s Placed order occurs as a playbook entry criteria to send the customer an order confirmation or thank you email. Within that playbook, you can add an Action to remove that person from your Google Ads audience segment targeting new customers.
TIP: Using an occurs condition in your campaign entry criteria gives you a fresh data set, as people enter the journey/playbook when they perform the specified activity (as opposed to using has occurred, which qualifies people who have already performed an activity).
Use-case: Generate leads natively from Google ads and have the lead data sent directly to Ortto
For example, you could generate leads for a sales demo directly from an ad with Google lead form extensions enabled. When leads view the ad, they can fill in your sales demo form directly from your ad. The form submissions are captured in Ortto as the Google lead ad submitted activity.
On the People page, you can view a segment of people who submitted a Google Ads lead form, and filter by form attributes such as job title or response. Depending on the filter conditions you set, you can use the segment to create an audience, send a campaign, tag matches, export, or archive.