Google integration

When you connect to Google Ads you will be able to choose Google Ads as a data destination for your Ortto audiences, and update your Google Ads audiences from Ortto.

Google prerequisites

This integration process requires having a Google Ads account.

Use of the journey and playbook actions associated with Google Ads is determined by your Ortto plan.

Connect from Ortto

To connect to Google Ads:

  1. On the Data sources page, click New data source.

  2. Under Advertising or All data sources, select Google, then Get started.

  3. On Connect to Google, select your Data retention period, then click Sign in with Google.

  4. Choose your Google account, then click Allow.

  5. On Configure, select the advertising account you wish to use, then click Sync.

  6. Click Done to exit the setup.

How is the data synced from Ortto?

Once Google Ads is connected, you can select it as a destination for your Ortto audiences. This will send your Ortto audience to be added to your list of Google Ads audiences, as long as Destinations is enabled.

Your Google Ads account must have write permissions (not read-only) to be able to select Google Ads as a destination.

To sync your Ortto audiences to Google Ads:

  1. On the Audiences page, click on the audience you wish to sync to Google Ads.

  2. In the left-hand details panel, under Destinations, click Edit.

  3. Select Google Ads, then Save.

Ortto audiences synced to Google Ads will be added as customer list-type audience segments, and will be named with the prefix Ortto:.

In your Google Ads account, you will see the audience listed as Populating until Google Ads has finished processing the audience.

If your audience contains less than 100 contacts, Google Ads will return a status of Too small to serve. Learn more about Google Ads audience segments in the Google Ads help documentation.

Connecting Google Ads as a data source will not send any Google Ads data to Ortto.

Ongoing data sync

When an audience that you have configured to send to Google Ads is updated (people are added or removed), the updates are synced from Ortto to Google Ads.

In your Google Ads account, when audiences are updated they go back into the Populating state described under How is the data synced from Ortto?

Resynchronizing data

Audience updates are sent to Google Ads:

  • when the data source is reconnected after being disconnected, or

  • if Destinations is re-enabled after being disabled.

What does the data source add to my account?

Connecting Google Ads as a data source adds:

Google Ads integration
Example use of Google activity merge tag in an email message

Learn more about using Google Ads in Ortto under Using Google Ads.

Access the Google Ads data source view

When a data source is connected, you are provided with a data source view. On the Data sources page, click the data source you wish to view.

A data source’s view is the administration page where you can:

  • give the data source a new name (this will not affect your Google Ads account settings). To do so, hover over the name and click the pencil icon, then type the new name and click on a blank area of the page to save the name.

  • disconnect the data source. To do so, click Actions  Disconnect.

  • configure the data retention period for activity data.

Google Ads integration

Learn more about the data source view under Managing data sources.

Using Google Ads

The Google Ads actions that are added to your account enable you to add and remove people from your Google Ads audiences in journeys and playbooks by:

  • using an Action shape in a journey, or

  • adding an Action in a playbook.

One way to use the Google Ads integration is to target customers at different stages of the buying cycle using a playbook or journey.

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.

Google Ads integration

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.

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).
Google Ads integration

Another way to use the Google Ads integration is to generate leads natively from a Google ad and have the lead data sent directly to your Ortto account. 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.

Google Ads integration

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.

Troubleshooting Google Ads

This troubleshooting guide is designed to help you with common questions or issues you may encounter when using Google Ads as a data source.

For further assistance, please send an email to our Support team at support@ortto.com or lodge a support ticket from your account:

  1. In the left-hand navigation drawer of your Ortto account, click Support.

  2. On the How can we help? page:

    1. Under Quick links, click Submit a support ticket.

    2. Populate the Submit a support ticket form and click Submit ticket when you are done.

Disconnect and delete the data source

You must disconnect and archive a data source before you can delete it.

Disconnecting a data source from Ortto will stop new data from the data source merging with the CDP.

Learn about disconnecting, archiving and deleting a data source under Managing data sources.

Data source already connected

Disconnect, archive, and delete the existing Google Ads connection before attempting to connect again; the existing data source must be deleted.

Connect more than one Google Ads account

Ortto can connect to only one Google Ads account at a time. To connect to another Google Ads account, you must first disconnect and delete the data source for the current Google Ads account.

If you have audiences configured with Google Ads as a data destination, you may see the data source as "Syncing" if you have a large amount of audience activity (people entering/leaving the audience).

Ortto audiences are missing from Google Ads account

Ensure you have enabled Google Ads under Destinations in the Audience you wish to sync to Google Ads. Follow the steps outlined under How is the data synced from Ortto?.

Removing Ortto audiences from Google Ads account

To stop syncing updates for a particular audience from Ortto to Google Ads, deselect Google Ads as a destination for that audience.

Deselecting Google Ads as a destination for your audience after it has been synced from Ortto to Google Ads will not remove the audience from your Google Ads account. You need to edit/delete the audience in Google Ads.