Google Ads Audiences

Remarketing campaigns show advertisements to people who visited your online store, but who are now on other websites. Bloomreach Engagement allows you to create marketing automation scenarios that reach out to these customers and present personalized messages to them.

This guide will help you to create a remarketing scenario that creates a remarketing audience from your website's customer list and uploads their details to Google Ads.

There are two possible ways of integrating Bloomreach Engagement with Google Ads audiences:

  1. Connect your Google Ads account with Bloomreach Engagement and use Google’s Customer Match feature to create custom audiences based on customer’s email address / phone number, audiences based on customer’s mobile device ID if you want to retarget users of your mobile application, or an audience based on any kind of User ID (Google Ads ID) that you can provide using Google Ads tag.

  2. Connect your Google Analytics account with Bloomreach Engagement and create a Google Analytics audience based on Google Analytics cookie. Then import this Google Analytics audience to Google Ads. Note that this is an experimental feature that is not intended for use in production scenarios.


This article will now explain how to create an Ad Audience through Google Ads Customer Match. To learn how to achieve this through Google Analytics instead, click here. Beware that currently, this is an experimental feature with some limitations to consider. Please, read the warning at the start of the article carefully.

Retargeting through Google Ads Customer Match


Requirements for using Customer Match

Customer Match is not available for all Google Ads advertisers. To use Customer Match for Google Ads, your Google Adsaccount must have:

  • A good history of policy compliance with Google Ads
  • A good payment history in Google Ads
  • At least 90 days history in Google Ads.
  • More than USD 50,000 total lifetime spend in Google Ads

If Customer Match is available for your Google Ads account, you also need to have edit rights for your Google Ads account to implement this integration.

Read more about the requirements in the Google Ads docs article here:

Step 1: Integrate your Google Ads account with your Bloomreach Engagement project

First, go to integrations and connect your Bloomreach Engagement project to your Google Ads account, as shown below.



Private Instances

In case you encounter an error "This app is blocked" or similar, please contact our Support. Note that Google requires your Bloomreach Engagement instance to get verified by Google prior to integrating, since Bloomreach Engagement processes sensitive customer data. Our Support Team will engage in the verification process once contacted.

Step 2: Create a scenario to define your audience

Now you need to create a scenario which will define the desired group of customers for retargeting and will add them to your Google Ads audience. Create a flow as indicated below:


Double-click the Ad audiences node to open a modal window, select "Google Ads" and then "Customer match". Click on "Customer matching" to enable matching customers by Email, Phone, Mobile advertiser ID, and Google Ads ID.




This has to be an email that the customer has used to create their Google account. This can be their Gmail account, but it can be any email address that can be used as login to Google's properties. It is hashed before transferring to Google.


A customer’s phone number. Should be stored in the international format E.164. If it is not, the platform tries to convert it into E.164. All characters except numbers will be removed before sending to Google, leading zeroes and the "+" sign is removed as well. It is hashed before transferring to Google.

Mobile Advertiser ID

A unique identifier of a customer’s mobile device. This can be either Apple’s Advertising Identifier (IDFA) or Android Advertising ID. You can track these IDs using your own mobile app.

Google Ads ID

Any ID that a company is using to identify customers that need to be sent to Google beforehand via Google matching pixel. Usually, Bloomreach Engagement cookie is used used as the matching attribute. Note that Audiences created using Google Ads ID are eligible to be used in Google Search, YouTube, and Shopping campaigns.


Step 3: Check if the audience was created in your Google Ads account

Go to your Google Ads account. In Tools menu, go to Shared Library > Audience manager and check if you audience has been successfully uploaded.


User ID Matching

In case you would like to need to work with User ID audiences, a specific set of steps is required.

  1. You need to track User ID to Google beforehand. Setup special tracking Google matching pixels that you can find in the tag manager pre-set or track it within your existing tagging infrastructure.

  2. Once your tags are published, double-check your Conversion ID values in the source code of both tags with the conversion tracking code that you can usually find in the Google Ads interface, under Tools & Settings > Conversions > Tag setup.

  3. Only User ID-based Google Ads audiences are eligible for uploading User ID data. Ensure you either create a new User ID-based audience or pick an existing User-ID based audience in the Ad Audiences node configuration

  4. In the Customer matching section of the Ads Audiences node, configure which customer ID or attribute will be sent to Google Ads. Usually, Bloomreach Engagement cookie is used used as the matching attribute.

  5. Once visitors start to visit the webpage with published tags, their User ID values are sent to Google Ads. Only visitors whose User ID was sent to Google Ads via matching pixel (tag) will be eligible for matching using Ads Audiences node in scenarios.


Once you upload the audience to Google Ads, the following process takes place

  • Google Ads will check the format of the uploaded data
  • Google Ads will match your data to your customers on Google's networks.
  • You can add this list to your targeting now, but matching can take up to 24 hours to finish
  • When matching is complete, your ads can start showing to your new audiences. Lists must have at least 1000 matched users for them to serve.
<!-- use this tag to send Bloomreach Engagement external ID to Google Ads and then use this User ID in the retargeting scenarios -->
  gtag('event', 'page_view', {
    'send_to': '[[GoogleAdsConversionID]]', // 
    'user_id': '{{ customer_ids.cookie if customer_ids.cookie is string else customer_ids.cookie | last }}'  // Bloomreach Engagement cookie, feel free to customize



Double-check your Conversion ID values in the source code of both tags with the conversion tracking code that you can usually find in the Google Ads interface, under Tools & Settings > Conversions > Tag setup.

Removing customers

In case the customer asks for the removal of all his data, it is now possible to pick if you want to add or remove a customer to/from a Google Ads audience. If a customer asks to remove all their data, the Google retargeting node enables you to remove a customer from ALL Google Ads audiences.



Retargeting nodes track events automatically. This enables simple evaluations of retargeting scenarios that contribute to the single customer view of a customer.

Consent policy

Consent policy settings is part of the retargeting node, which simplifies the design of the retargeting scenarios and ensures that only people with proper consent will be pushed to Google Ads audiences.


Now click on the "Audience" drop-down, click + CREATE NEW. Give your audience a name and save it, then click save again to return to the scenario editor. Save the whole scenario now. You can click on TEST to see how many customers will flow to the retargeting node.

You can now start the scenario, which will add the defined customers to your Google Ads Audience.

Audience with the same name as you defined it should now appear in Audiences your Google Ads account.

Doubleclick Integration in Google Marketing Platform

Google allows you to share Google Ads audiences with Display & Video 360 (former Doubleclick Bid Manager) and Search Ads 360 (former Doubleclick Search).

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