How do I send my Eulerian audiences to Google Ads?
How do I send my Eulerian audiences to Google Ads?
Solution
Marketing Mix Modeling
Attribution
Analytics
Activation
Module
Manage & Analyze
To plan
Activation
Datamining
Privacy Center
Problem
Your best audiences (buyers, subscribers, high-value customers, abandoned carts…) are built from your own data, but uploading customer lists to Google Ads by hand is slow, error-prone and quickly out of date. How can you keep your Google Ads audiences automatically in sync with your Eulerian audiences?
Objective
Google Data Manager lets you send your first-party data to Google advertising products, including customer lists matched on hashed email addresses and phone numbers. With the Eulerian Google Data Manager audience connector for Google Ads, you can:
Create and populate Google Ads audiences automatically from your Eulerian audiences, without any manual file upload.
Use your Eulerian audiences in your Google Ads campaigns, for example to retarget your existing customers or exclude them from your acquisition campaigns.
Keep your audiences up to date, in real time or through asynchronous processing.
How Eulerian can help you
Audiences built from all the data collected by Eulerian
Native server-to-server Google Data Manager connector
Real-time or asynchronous activation
Automatic creation of the Google Ads audience, or use of an existing one
Difficulty
Simple
Intermediate
Advanced
How to do it?
Supported identifiers
Identifier
Format sent to Google
Hashed email
SHA-256
Hashed phone number
SHA-256
Email: by default, the email address collected by Eulerian, converted to lowercase and hashed in SHA-256 by Eulerian (an email that is already hashed is sent as is). If email_remap is configured, the value it references is sent instead (for example a hashed email provided through a CRM synchronization).
Phone number: sent only if phone_remap is configured. The value it references is sent as is, so it must already be hashed in SHA-256 (for example a hashed phone number provided through a CRM synchronization).
Prerequisites
A Eulerian user account with “Administrator/Webmaster” rights.
Access to the Google Ads account that will receive the audiences.
The hashed email address and/or phone number of your users available in Eulerian (collected by Eulerian or provided through a CRM synchronization).
Create an Authorization with the connector “Google Data Manager”, then select the product (Google Ads) and the Google Ads account in which your audiences will be populated.
2. Create the audience connector
Path: Activation → S2S → Add new connector → Google DataManager - Audience - Google Ads
Information to enter:
Connector Name: free entry.
Settings related to user consent: click on “IAB Vendor”, select “Google Advertising Products” from the drop-down list. Purposes 1, 3 and 4 are preselected automatically. Leave the Special Features and Category CMP fields empty unless your Customer Success Manager recommends otherwise.
Authorization: the Authorization created in step 1.
Target audience: create a new Google Ads audience, or select an existing one. The list of audiences is retrieved automatically from your Google Ads account.
email_remap (optional): configure it only if the email address to send is not the one collected by Eulerian, for example a hashed email provided through a CRM synchronization.
phone_remap (optional): where the SHA-256 hashed phone number of your users is stored in Eulerian. Without it, no phone number is sent.
Click on “Next”.
Consent is checked before the connector is called: only users who gave their consent are sent to Google.
3. Select the audience to send
In the audience picker, select the Eulerian audience that will feed the Google Ads audience.
4. Activate the connector
In the “Partner connector attributes” box, you can activate, deactivate, archive or schedule the activation of the connector.
How the connector works
Real time: each user is sent to Google Ads as soon as they enter the audience.
Asynchronous (cold processing): audience members are sent in batches, at the frequency you choose.
Only users whose email address or phone number is available and who gave their consent are sent.
Limitations
The match rate depends on how many of your users' email addresses and phone numbers Google can match with its own users.
For questions about how Google processes and uses your audiences (processing delay, minimum audience size, eligible campaigns), refer to Google's documentation or support.